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心理科学进展  2018, Vol. 26 Issue (7): 1141-1151    DOI: 10.3724/SP.J.1042.2018.01141
     研究构想 本期目录 | 过刊浏览 | 高级检索 |
小事情、大幸福:互动仪式链理论视角下服务仪式对品牌福祉的影响
卫海英1,王颖1,冉雅璇2(),张逸石1(),舒丽芳1
1 南大学管理学院, 广州 510632
2 南财经政法大学工商管理学院, 武汉 430073
Effects of service ritual on brand well-being: Based on the interaction ritual chain theory
Haiying WEI1,Ying WANG1,Yaxuan RAN2(),Yishi ZHANG1(),Lifang SHU1
1 School of Management, Jinan University, Guangzhou 510632, China
2 School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China
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摘要 

当前中国品牌消费全线升级, 人们期望品牌不仅满足其功能需求, 还能带来情感寄托和精神慰藉, 因此如何通过品牌为消费者谋取更多的幸福和长远利益即品牌福祉, 已成为时代的挑战。事实上, 品牌能否带来福祉, 在很大程度上有赖于企业与消费者的良性互动。作为当下企业广泛采用的互动形式之一——服务仪式可能成为培育和提升品牌福祉的一种有效方式。基于此, 研究拟以互动仪式链理论为视角, 构建品牌福祉的概念和结构, 剖析服务仪式的组成要素和关键类型, 建构并验证服务仪式和品牌福祉关系的理论模型, 探讨企业共创导向和自我品牌一致性的调节作用。预期结果将有效促进品牌管理、积极心理学、服务管理三领域的融合, 在实践上也可为企业扩展和提升品牌建设提供有效指导。

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卫海英
王颖
冉雅璇
张逸石
舒丽芳
关键词 品牌福祉服务仪式互动仪式链企业共创导向品牌自我一致性    
Abstract

Nowadays, consumers expect that brands could not only satisfy their functional needs, but also bring emotional and spiritual experiences. Thus, how to garner brand well-being, which means consumers access well-being from using and consuming a brand, has been a challenge for both theory and practice. In fact, whether a brand can create well-being could be shaped by positive interactions between a brand and its consumers. Thus, we postulate that service ritual, which is a prevalence brand-consumer interaction in practice, could create and enhance a brand’s ability to deliver well-being for consumers. Drawing from the interaction ritual chain theory, service rituals refer to a fixed sequence of behaviors that involve symbolic icons and meaningfulness, whereas brands include a series of identifying, integrating, and signaling symbols, indicating the optimal service ritual could form a well-being chain which connects a brand and its consumers. Based on this rationale, the current research draws on interaction ritual chain theory, proposes the new concept of brand well-being, defines and confirms core elements of service rituals, investigates the relationship between service ritual and brand well-being, and further examines the moderating roles of value co-creation orientation of a company and self-brand congruency. In general, the current research offers novel insights on brands and branding theories, well-being and positive psychology literature, and service management theories, while providing implications for companies how to build and manage their brands.

Key wordsbrand well-being    service ritual    interaction ritual chain    value co-creation orientation    brand-self congruency
收稿日期: 2017-09-15      出版日期: 2018-05-29
ZTFLH:  B849:C93  
基金资助:国家自然科学基金项目(71772077);国家自然科学基金项目(71572193);国家自然科学基金项目(71372169);中央高校基本科研业务费专项资金资助(暨南领航计划)(15JNLH005)
通讯作者: 冉雅璇,张逸石     E-mail: ranyaxuan@zuel.edu.cn;yszhang@jnu.edu.cn
引用本文:   
卫海英,王颖,冉雅璇,张逸石,舒丽芳. 小事情、大幸福:互动仪式链理论视角下服务仪式对品牌福祉的影响[J]. 心理科学进展, 2018, 26(7): 1141-1151.
Haiying WEI,Ying WANG,Yaxuan RAN,Yishi ZHANG,Lifang SHU. Effects of service ritual on brand well-being: Based on the interaction ritual chain theory. Advances in Psychological Science, 2018, 26(7): 1141-1151.
链接本文:  
http://journal.psych.ac.cn/xlkxjz/CN/10.3724/SP.J.1042.2018.01141      或      http://journal.psych.ac.cn/xlkxjz/CN/Y2018/V26/I7/1141
  理论框架图
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