ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

心理科学进展 ›› 2013, Vol. 21 ›› Issue (5): 922-933.doi: 10.3724/SP.J.1042.2013.00922

• 研究前沿 • 上一篇    下一篇

消费者自我-品牌联结的内涵、形成机制及影响效应

王财玉   

  1. (信阳师范学院教育科学学院心理系, 河南信阳 464000)
  • 收稿日期:2012-09-25 出版日期:2013-05-15 发布日期:2013-05-15
  • 通讯作者: 王财玉
  • 基金资助:

    河南省哲学社会科学规划项目(2012CXW003)资助。

The Connotation, Mechanism and Effects of Self-Brand Connections

WANG Caiyu   

  1. (Department of Psychology, College of Education Science, Xinyang Normal University, Xinyang 464000, China)
  • Received:2012-09-25 Online:2013-05-15 Published:2013-05-15
  • Contact: WANG Caiyu

摘要: 自我-品牌联结(self-brand connections, 简称SBC)是指消费者使用品牌构建、强化以及表达个体性或社会性自我的程度。自我-品牌联结形成机制包括两种, 消费者认同的视角阐述了消费者会根据自我认同的不同纬度, 构建出一系列从个体性到群体性再到更加普遍的民族层面上的品牌联结; 品牌意义传播的视角流动性地阐述了自我-品牌联结形成的三个阶段。自我-品牌联结的影响效应是指品牌联结会对品牌关系形成积极、正性的影响, 但该效应的发挥会受到诸多因素的调节。未来研究应关注自我-品牌联结的文化心理、自我心理以及我国消费者民族品牌联结的培育机制等问题。

关键词: 自我-品牌联结, 社会认同, 品牌社区, 品牌来源国联结

Abstract: Self-brand Connections (SBC) measure the extent to which consumers have incorporated brands into their individual or social self-concept. There are two types of mechanisms that explain the formation of brand connections. In the viewpoint of consumers’ identity, consumers construct individual, social or national brand connections according to different aspects of identity. From the perspective of brand communication, the formation of brand connections consisted of three stages. The effects of self-brand connections are that brand connections have active, positive influence on the consumer-brand relationship, but this effect realized will be affected by many factors. Future studies should focus on cultural psychology, ego psychology of self-brand connections and the mechanism of our country consumers how to form national brand connections.

Key words: self-brand connections, social identity, brand community, brand country-of-origin connection