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论文编号：	16122
作者编号：	2120243835
上传时间：	2026/6/8 15:33:31
中文题目：	借势抑或反噬？比附定位对品牌态度的影响研究
英文题目：	Leveraging or Backfiring?Research on the Effects of Associative Positioning on Brand Attitude
指导老师：	杜建刚
中文关键字：	比附定位；弱势品牌；品牌态度；感知信息诊断性；质量客观性
英文关键字：	Associative positioning; Weak brands; Brand attitude; Perceived information diagnosticity; Quality objectivity
中文摘要：	在市场竞争加剧与信息过载并存的背景下，弱势品牌如何借助外部参照在消费者心智中快速建立清晰位置，已成为品牌传播与定位研究中的重要问题。比附定位作为一种借助成熟品牌或品类标杆界定自身市场位置的定位方式，在营销实践中被广泛采用。然而其效果并不稳定，有时能够帮助品牌实现借势跃升，有时却会引发消费者反感并产生反噬。现有研究虽在定位理论、品牌联想和比较广告等领域积累了丰富成果，但尚未系统解释比附定位为何会产生差异化结果，也缺乏对其作用机制与边界条件的整合性回答。 本研究基于联想网络记忆模型与可得性—诊断性理论，构建了一个有调节的中介模型，系统考察比附定位对品牌态度的影响、感知信息诊断性的中介作用以及质量客观性的调节作用。通过四项递进式情境实验（N=734）发现，总体而言，弱势品牌采用比附定位能够显著提升消费者的品牌态度；这一作用通过感知信息诊断性发挥作用，即当消费者认为比附信息有助于形成品牌判断时，更容易对目标品牌形成积极评价。进一步地，质量客观性显著调节上述作用路径。对于质量较难依据客观标准判断的产品，比附定位通过提升感知信息诊断性显著改善品牌态度；而对于质量高度可验证的产品，比附定位的作用出现分化，同品类比附会显著削弱感知信息诊断性并损害品牌态度，呈现明显的反噬效应，而跨品类比附则表现出更强的稳健性，未引发显著负向后果。 本研究从品牌认知建构视角解释了弱势品牌比附定位的作用逻辑，表明比附定位并非普遍有效的传播策略，其效果取决于消费者是否将比附信息视为有效判断依据，以及这种判断在不同产品情境与参照关系下如何发生变化。研究结论为理解比附定位借势与反噬并存的差异化效果提供了理论依据，也为企业基于产品特征判断是否采用比附定位及如何选择参照方式提供了实践指导，在高质量客观性情境下应优先考虑跨品类比附以规避风险。
英文摘要：	Against the backdrop of intensifying market competition and information overload, how weak brands can quickly establish a clear position in consumers’ minds by leveraging external reference points has become an important issue in brand communication and positioning research. Associative positioning, a positioning strategy through which a brand defines its market position by referencing established brands or category exemplars, is widely used in marketing practice. Yet its effects are far from stable: in some cases, it enables brands to leverage existing associations and gain traction, whereas in others, it triggers consumer resistance and backfire. Although prior research has generated rich insights from positioning theory, brand association, and comparative advertising, it has yet to systematically explain why associative positioning produces such heterogeneous outcomes, nor has it provided an integrated account of its underlying mechanism and boundary conditions. Drawing on the associative network memory model and accessibility–diagnosticity theory, this study develops a moderated mediation model to examine the effect of associative positioning on brand attitude, the mediating role of perceived information diagnosticity, and the moderating role of quality objectivity. Across four progressive scenario-based experiments (N = 734), the findings show that, overall, associative positioning significantly enhances consumers’ attitudes toward weak brands. This effect operates through perceived information diagnosticity: when consumers perceive associative information as helpful for forming brand judgments, they are more likely to evaluate the focal brand positively. Furthermore, quality objectivity significantly moderates this process. For products whose quality is difficult to assess based on objective standards, associative positioning improves brand attitude by enhancing perceived information diagnosticity. For products whose quality is highly verifiable, however, the effect becomes differentiated: same-category associative positioning significantly reduces perceived information diagnosticity and harms brand attitude, producing a clear backfire effect, whereas cross-category associative positioning remains more robust and does not generate significant negative consequences. From the perspective of brand cognition construction, this study explicates the logic through which associative positioning operates for weak brands. The findings show that associative positioning is not a universally effective communication strategy; rather, its effectiveness depends on whether consumers treat associative information as a valid basis for judgment, and on how such judgments vary across product contexts and reference relationships. The study thus provides a theoretical basis for understanding why associative positioning can produce both leverage and backfire, while also offering practical guidance for firms in deciding whether to adopt associative positioning and how to select appropriate reference strategies based on product characteristics, with particular emphasis on prioritizing cross-category associative positioning in high-quality-objectivity contexts to mitigate risks.
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