本文關(guān)鍵詞： 品牌印象 內(nèi)隱聯(lián)想測(cè)驗(yàn) 刻板解釋偏差 來(lái)源國(guó)效應(yīng) 消費(fèi)者民族中心主義 雙重加工模型　出處：《江西師范大學(xué)》2013年博士論文　論文類型：學(xué)位論文

【摘要】：品牌印象是消費(fèi)者在頭腦中對(duì)目標(biāo)品牌的類別信息和個(gè)別化信息進(jìn)行加工的結(jié)果，是品牌與消費(fèi)者的關(guān)系基礎(chǔ)。內(nèi)隱社會(huì)認(rèn)知研究的興起與發(fā)展，提示研究者，以往關(guān)于社會(huì)認(rèn)知的研究，都將可以從外顯和內(nèi)隱兩個(gè)層面重新進(jìn)行探討，為理解人類的行為提供更加豐富全面的解釋。本文在雙重加工模型的基礎(chǔ)上，從外顯與內(nèi)隱兩個(gè)層面對(duì)品牌印象的結(jié)構(gòu)、形成及改變進(jìn)行進(jìn)一步研究。 在文獻(xiàn)綜述部分，論文對(duì)品牌印象與品牌形象的關(guān)系、品牌形象的測(cè)量模型、品牌印象形成的理論進(jìn)行了系統(tǒng)的分析、概括后，提出對(duì)品牌印象的界定；在對(duì)早期的雙重加工模型及其發(fā)展進(jìn)行了梳理后，分析了雙重加工模型對(duì)行為的預(yù)測(cè)，，對(duì)雙重加工理論進(jìn)行了述評(píng)；并總結(jié)了間接測(cè)量技術(shù)及其發(fā)展。在對(duì)品牌印象研究文獻(xiàn)分析的基礎(chǔ)上，結(jié)合雙重加工模型的研究成果，構(gòu)建本論文的研究體系。論文實(shí)證研究由四部分內(nèi)容組成，具體結(jié)論如下： 第一部分是外顯品牌印象量表的編制及其測(cè)量學(xué)指標(biāo)研究。在文獻(xiàn)研究和關(guān)鍵事件訪談的基礎(chǔ)上，通過(guò)篩選條目、形成初步問(wèn)卷、預(yù)測(cè)驗(yàn)和正式測(cè)驗(yàn)等程序，經(jīng)探索性因素分析和驗(yàn)證性因素分析，重測(cè)信度、聚合效度、辨別效度、法則效度和效標(biāo)關(guān)聯(lián)效度等檢驗(yàn)，發(fā)現(xiàn)全方位的品牌印象由品牌質(zhì)量印象、品牌傳播印象、品牌服務(wù)印象和品牌價(jià)格印象等四個(gè)維度構(gòu)成。用于測(cè)量品牌印象的多維量表、各維單項(xiàng)目量表和單項(xiàng)目量表均具有較好的信度和效度。 第二部分是外顯品牌印象與內(nèi)隱品牌印象的關(guān)系研究。以73名本科生和研究生為被試，分別運(yùn)用研究一編制的外顯品牌印象量表和內(nèi)隱聯(lián)想測(cè)驗(yàn)（IAT）、刻板解釋偏差測(cè)量（SEB）兩種間接測(cè)量方法對(duì)外顯品牌印象、內(nèi)隱品牌印象及其關(guān)系進(jìn)行研究。研究一發(fā)現(xiàn)被試對(duì)美國(guó)品牌的整體印象好于對(duì)中國(guó)品牌的總體印象，具體體現(xiàn)在質(zhì)量印象、服務(wù)印象、傳播印象上美國(guó)品牌好于中國(guó)品牌，在價(jià)格印象上則是中國(guó)品牌好于美國(guó)品牌；品牌的整體印象與質(zhì)量印象對(duì)中國(guó)品牌的購(gòu)買意向具有顯著預(yù)測(cè)作用；品牌的傳播印象與價(jià)格印象對(duì)美國(guó)品牌的購(gòu)買意向具有顯著預(yù)測(cè)作用。研究二采用IAT的測(cè)量方法發(fā)現(xiàn)相比美國(guó)品牌，被試對(duì)中國(guó)品牌有著更為積極的內(nèi)隱品牌印象；IAT與外顯品牌印象相關(guān)不顯著。研究三采用SEB的測(cè)量方法發(fā)現(xiàn)總體SEB與IAT、外顯品牌印象均無(wú)顯著相關(guān)；區(qū)分行為結(jié)果歸因性質(zhì)的SEB分?jǐn)?shù)比總體SEB分?jǐn)?shù)更能反映刻板解釋偏差的意義；SEB分?jǐn)?shù)反映的內(nèi)隱刻板印象與傳統(tǒng)認(rèn)知習(xí)慣相符。用IAT與SEB測(cè)量的內(nèi)隱品牌印象并不一致，有可能兩種測(cè)量方法反映的是記憶中復(fù)雜網(wǎng)絡(luò)聯(lián)結(jié)的不同方面。 第三部分是品牌印象形成與改變的雙重加工模式檢驗(yàn)。前兩部分的研究結(jié)果顯示外顯品牌印象與內(nèi)隱品牌印象相關(guān)不顯著，提示外顯品牌印象、內(nèi)隱品牌印象可能遵循各自不同的加工機(jī)制。在雙重加工模型理論的基礎(chǔ)上，通過(guò)兩個(gè)研究對(duì)品牌印象的雙重結(jié)構(gòu)及其形成與改變的心理機(jī)制進(jìn)行進(jìn)一步地探討，發(fā)現(xiàn)：外顯品牌印象、內(nèi)隱品牌印象是兩個(gè)相互獨(dú)立的結(jié)構(gòu)，外顯品牌印象的形成與改變遵循規(guī)則加工，通過(guò)快速學(xué)習(xí)記憶系統(tǒng)形成，內(nèi)隱品牌印象的形成與改變遵循聯(lián)想加工，通過(guò)慢速學(xué)習(xí)記憶系統(tǒng)形成；在信息加工過(guò)程中由于個(gè)體的卷入程度存在個(gè)體差異，使得個(gè)體對(duì)信息加工的深度不同，從而產(chǎn)生不同的品牌印象形成與改變的結(jié)果；將個(gè)體差異融入雙重加工理論將對(duì)人類的行為提供一個(gè)更強(qiáng)有力的、更一致的解釋。 第四部分對(duì)民族情感營(yíng)銷策略對(duì)品牌來(lái)源國(guó)刻板印象的影響及品牌印象在消費(fèi)者民族中心主義（CE）對(duì)國(guó)產(chǎn)品牌購(gòu)買意向影響中的調(diào)節(jié)作用進(jìn)行了分析，針對(duì)上述研究均是以虛擬品牌為實(shí)驗(yàn)材料，使研究的生態(tài)效度受到影響，本部分研究均以日常生活中真實(shí)品牌為實(shí)驗(yàn)材料。研究結(jié)果表明直接勸說(shuō)方式不能改變外顯品牌來(lái)源國(guó)刻板印象；間接勸說(shuō)方式可以改變對(duì)綜合型產(chǎn)品的外顯品牌來(lái)源國(guó)刻板印象；無(wú)論直接勸說(shuō)方式還是間接勸說(shuō)方式均不能改變內(nèi)隱品牌來(lái)源國(guó)刻板印象；外顯國(guó)產(chǎn)品牌整體印象在CE對(duì)國(guó)產(chǎn)品牌購(gòu)買意向的作用中起正向調(diào)節(jié)作用，而內(nèi)隱品牌印象在CE對(duì)國(guó)產(chǎn)品牌購(gòu)買意向的作用中起負(fù)向調(diào)節(jié)作用。 綜合討論部分對(duì)研究結(jié)果進(jìn)行了歸納分析，總結(jié)了研究的不足，并提出未來(lái)研究展望。
[Abstract]:Brand impression in the minds of consumers is the target brand category information and individual information processing results, is the basis of the relationship between the brand and consumers. In the study of implicit social cognition rise and development, prompting researchers, previous studies on social cognition, will be in two aspects from explicit and implicit to explore, to provide more comprehensive explanation for the understanding of human behavior. Based on the dual process model, explicit and implicit structure from the two aspects of brand image, the formation and change of further study.
In the part of literature review, the relationship of brand image and brand image, the measurement model of brand image, brand image formation theory are systematically analyzed, summarized, put forward the definition of brand impression; carried out in the dual process model of early stage and its development, analyzes the dual process model to predict behavior and on the dual process theory are reviewed and summarized; indirect measurement technology and its development. Based on the research literature on the analysis of brand image, combining with the research results of the dual process model, constructing the research system of this thesis. The empirical research paper consists of four parts, the main conclusions are as follows:
The first part is the research on the index compilation and the measurement of the explicit brand impression scale. Based on literature research and key event interview, through screening items, and form a questionnaire, pretest and formal test procedures, the exploratory factor analysis and confirmatory factor analysis, test-retest reliability, convergent validity, discriminant validity the law, validity and criterion related validity inspection, found a full range of brand image quality by the brand impression, brand impression, the four dimensions of service brand image and brand price impression. Multidimensional scale for the measurement of brand image, each dimension of single project scale and single item scales have good reliability and validity.
The second part is the research on the relationship between explicit and implicit brand image brand impression. In 73 undergraduate and graduate students as subjects, using a compilation of explicit brand impression scale and implicit association test (IAT), stereotypic explanatory bias (SEB) of two kinds of indirect measurement method of explicit brand impression study, implicit brand impression and its relationship. Study found that subjects overall impression of American brand is better than the overall impression of the brand China, embodied in the quality of service impression, impression, impression on the United States to spread good brand China brand, in the price is Chinese brand impression in the overall impression of American brands; quality and brand impression on purchase intention Chinese brand have significant predictive effect; spread impression and the price of the brand impression has significant effects on the brand purchase intention. Two by IAT test Methods found that compared to the United States were tested on the China brand, brand has a more positive implicit IAT and explicit brand image; brand impression is not significantly related. Three SEB was used to measure the overall SEB and IAT, the explicit brand impression there was no significant correlation between the nature of behavior; attribution SEB scores can reflect the significance of stereotypic explanatory bias than the overall SEB scores; implicit stereotypes and traditional cognitive habits SEB scores reflect line. Using the implicit brand IAT and SEB measurement of the impression is not consistent, there are two kinds of measurement methods may reflect different aspects of the memory complex network connection.
The third part is the dual processing model test brand impression formation and change. The first two parts of the study results show that the explicit brand impression and implicit brand impression is not significantly correlated, suggesting that the explicit brand impression, implicit brand impression may follow a different processing mechanism. Based on the dual process model theory, through the dual structure two research on brand image and its formation and change the psychological mechanism for further study, found that the explicit brand impression, implicit brand impression is two independent structures, forming and changing rules of processing the explicit brand impression, formed by rapid learning and memory system, follow the formation and change of associative processing in the implicit brand impression, formed by the slow learning and memory system; in the information processing process due to the existence of individual differences in the degree of individual, makes the individual of information The depth of work is different, resulting in different brand impression formation and change results; integrating individual differences into dual processing theory will provide a more powerful and consistent explanation for human behavior.
The fourth part of the national marketing strategy of country of brand and brand stereotype impression in consumer ethnocentrism (CE) on the regulation of domestic brand purchase intention influence are analyzed, based on the above research are based on virtual brand as the experimental material, which affected the ecological validity of the research, this part studies with the real brand in daily life as the experimental material. The results show that the direct persuasion can change the explicit brand country of origin stereotype; indirect persuasion can change to a comprehensive product of explicit brand country of origin stereotype; whether direct or indirect persuasion persuasion did not change the implicit stereotype outside the country of origin; significant domestic brands overall impression on purchase intention of domestic brands in the role of CE plays a positive regulatory role, and implicit brand impression in the CE of China The role of product brand purchase intention plays a negative regulation role.
In the comprehensive discussion part, the research results are summarized and analyzed, the shortcomings of the research are summarized, and the future research prospects are put forward.

【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.56

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 江明華,曹鴻星;品牌形象模型的比較研究[J];北京大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2003年02期

2 羅子明;品牌形象的構(gòu)成及其測(cè)量[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2001年04期

3 郭秀英;呂佳祥;吳興明;;品牌形象評(píng)價(jià)方法研究[J];商業(yè)研究;2006年22期

4 鄭少華;;品牌形象的構(gòu)成維度研究[J];產(chǎn)業(yè)與科技論壇;2008年03期

5 王海忠,趙平;品牌原產(chǎn)地效應(yīng)及其市場(chǎng)策略建議——基于歐、美、日、中四地品牌形象調(diào)查分析[J];中國(guó)工業(yè)經(jīng)濟(jì);2004年01期

6 王海忠;于春玲;趙平;;消費(fèi)者民族中心主義的兩面性及其市場(chǎng)戰(zhàn)略意義[J];管理世界;2005年02期

7 莊貴軍;周南;周連喜;;國(guó)貨意識(shí)、品牌特性與消費(fèi)者本土品牌偏好——一個(gè)跨行業(yè)產(chǎn)品的實(shí)證檢驗(yàn)[J];管理世界;2006年07期

8 蔡建紅;中國(guó)人印象形成中核心品質(zhì)研究方法初探[J];江西師范大學(xué)學(xué)報(bào);1999年01期

9 王海忠;消費(fèi)者民族中心主義的中國(guó)本土化研究[J];南開(kāi)管理評(píng)論;2003年04期

10 宋永高,水常青;國(guó)內(nèi)消費(fèi)者對(duì)本國(guó)品牌的態(tài)度及其改變的可能性研究[J];南開(kāi)管理評(píng)論;2004年02期

本文編號(hào)：1458102