联系我们

论文查询结果	返回搜索

论文编号：	6442
作者编号：	2120122595
上传时间：	2014/6/10 17:21:18
中文题目：	自我概念一致性对品牌忠诚的影响—— 品牌依恋的中介效应检验
英文题目：	The influence of self concept consistency to brand loyalty— the inspection of the mediation effect of brand attachment
指导老师：	李桂华
中文关键字：	自我概念一致性；品牌依恋；品牌忠诚
英文关键字：	self brand concept consistency;brand attachment;brand loyalty
中文摘要：	当代年轻人越来越注重自我概念，追求自由、时尚、个性、创新等，产品不再是仅仅满足消费者的功能性需求，更多的是作为象征性产品以彰显消费者的个性，作为消费者自我的一种延伸工具向外界传递信息。目前市场上产品同质化现象越来越严重，诸多著名的品牌在这激烈的竞争中正在日渐萎靡，例如鳄鱼品牌专卖店每天都挂着清仓甩卖的牌子，李宁服装品牌更是只能通过无底线的打折策略才能吸引客户。在这个竞争激烈的市场中想获得消费者持久的品牌忠诚已经不再那么简单，加强消费者与品牌之间的关系成为管理者们的出发点，品牌依恋这个概念引入品牌关系领域的时间不长，近几年逐渐引起学者们的兴趣并成为研究焦点。谁能在品牌个性塑造中与消费者的自我概念达成一致，谁就能与消费者建立强烈而又稳定的品牌依恋，在未来的品牌竞争中赢得消费者的忠诚。 但是品牌依恋作为品牌关系理论中一个较新的概念，国内学者对其研究时间并不是很长，大多数研究都是在国外学者研究结论上的拓展和验证，尤其是缺乏相关实证研究；本文从品牌依恋的自我一致性理论基础出发，用实证的研究方法，选取品牌依恋的前置影响因素自我概念一致性，以及品牌依恋的后置变量品牌忠诚来构建本次研究的框架，试图探讨在中国背景下消费者自我一致性对品牌忠诚的内在影响机制，以及品牌依恋对自我概念一致性和品牌忠诚的中介作用，验证品牌依恋自我一致性理论的基础上，丰富国内品牌依恋和品牌忠诚的相关实证研究。 同时，本文使用实证分析方法对上述理论进行验证，把自我概念一致性分为真实自我概念一致性、理想自我概念一致性，社会自我概念一致性三个维度。运用spss20.0软件对所收集的数据先后进行信度和效度分析、因子分析、依据研究模型进行相关分析和回归分析，对文中的10个假设进行验证，其中，7个假设成立。最后，根据实证分析结果，提出了切实可行的管理建议，并回顾了本次研究的研究创新与局限。
英文摘要：	The contemporary young people now are paying more and more attention to the self-concept, they pursue the freedom, fashion, individuality, innovation, etc. Product is no longer just meet the functional requirements of the consumers, more of a symbolic products to reveal personality of consumers, as consumers an extension of the self passing information to the outside world. Who can make oneself of the brand personality and consumer self-concept, who can win the loyalty of consumer, and establish a strong and stable brand attachment with the consumers. But brand attachment as a relatively new concept in the brand relations theory, the domestic scholars on the research is not long, most studies Verify and expand the conclusion of foreign scholars study, especially lack of relevant empirical research. This article from the basis of self consistency of attachment theory, through empirical research methods, select self-concept consistency as the front influencing factors of brand attachment, Brand loyalty as a result variable . To build the framework of the study. Trying to explore consumers’ self consistency on the internal influence mechanism of brand loyalty under the background of China, and the intermediary role of Brand attachment between the self concept consistency and brand loyalty . At the same time, this article uses the empirical analysis method to validate the above theory, the concept of self consistency is divided into real self concept consistency, ideal self-concept and social self-concept consistency three dimensions; Using SPSS software for data received by the letter, validity analysis, factor analysis, correlation analysis and regression analysis, To validate the 10 hypothesis, there are seven hypothesis is true. Finally, according to the result of empirical analysis, this paper puts forward the practical management advice, and reviewed the research innovation and of the limitations of the study.
查看全文：	预览  下载(下载需要进行登录)