【摘要】：消費者的品牌對抗忠誠是通過對競爭品牌及其消費者的反對,來表現(xiàn)對依戀品牌忠誠的行為。它削弱競爭品牌,增強(qiáng)企業(yè)品牌資產(chǎn),是企業(yè)持續(xù)保持競爭優(yōu)勢的關(guān)鍵。本文采用自我概念-品牌形象一致性、品牌依戀、心理距離三個因素論證消費者品牌對抗忠誠形成機(jī)制。結(jié)果表明:自我概念-品牌形象一致性對品牌對抗忠誠存在正向影響;自我概念-品牌形象一致性對品牌依戀存在正向影響;品牌依戀對品牌對抗忠誠存在正向影響;品牌依戀在自我概念-品牌形象一致性與品牌對抗忠誠關(guān)系中起到完全中介作用;近社會距離情境下,品牌依戀對品牌對抗忠誠的關(guān)系將被削弱;遠(yuǎn)社會距離的情境下,品牌依戀對品牌對抗忠誠的關(guān)系將被增強(qiáng)。
[Abstract]:Brand loyalty of consumers is the behavior of loyalty to brand attachment by opposing the competitive brand and its consumers. It weakens the competitive brand, strengthens the enterprise brand asset, is the enterprise maintains the competitive advantage the key. This paper discusses the forming mechanism of consumer brand loyalty by using three factors: brand image consistency, brand attachment and psychological distance. The results show that: Self-concept-brand image consistency has positive influence on brand confrontation loyalty, self-concept-brand image consistency has positive influence on brand attachment, brand attachment has positive influence on brand confrontation loyalty; Brand attachment plays a complete intermediary role in the relationship between self-concept, brand image consistency and brand antagonism loyalty, and the relationship between brand attachment and brand confrontation loyalty will be weakened under the situation of close social distance. The relationship between brand attachment and brand loyalty will be strengthened in the context of long-distance society.
【作者單位】： 湖南師范大學(xué)商學(xué)院;
【基金】：湖南省社科基金項目(13YBA213)
【分類號】：F273.2;F274;F713.55

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本文編號：2323005