本文選題：自我構(gòu)念 + 獨(dú)特性需求　； 參考：《心理學(xué)報(bào)》2017年08期

【摘要】：市場上品牌標(biāo)識形狀各具形態(tài),它們已成為吸引消費(fèi)者眼球的重要品牌要素,如何設(shè)計(jì)出科學(xué)實(shí)效的品牌標(biāo)識形狀已成為營銷策略中基礎(chǔ)而又關(guān)鍵的內(nèi)容。什么形狀的品牌標(biāo)識更能獲得目標(biāo)群體的偏愛?本文從自我構(gòu)念的水平視角出發(fā),推論認(rèn)為不同自我構(gòu)念的個(gè)體在"獨(dú)特性需求"上具有顯著差異,由此形成對多角和圓潤的品牌標(biāo)識形狀的偏好差異,獨(dú)特性需求在自我構(gòu)念與品牌標(biāo)識形狀偏好之間起中介作用。文章通過4個(gè)實(shí)驗(yàn),一致證實(shí)獨(dú)立型自我構(gòu)念的消費(fèi)者獨(dú)特性需求更高,偏愛多角的品牌標(biāo)識;相依型自我構(gòu)念的消費(fèi)者,獨(dú)特性需求更低,偏愛圓潤的品牌標(biāo)識。但上述效應(yīng)只存在于公開產(chǎn)品購買情境,當(dāng)消費(fèi)者購買和使用私人產(chǎn)品時(shí),無論個(gè)體的自我構(gòu)念是獨(dú)立型還是相依型,他們對品牌標(biāo)識多角與圓潤的偏好沒有顯著差異。本文推進(jìn)了自我構(gòu)念、獨(dú)特性需求、品牌標(biāo)識形狀等領(lǐng)域的理論研究,為企業(yè)在設(shè)計(jì)、調(diào)整品牌標(biāo)識形狀及制定配套營銷策略方面提供了豐富的戰(zhàn)略啟示。
[Abstract]:Brand logo shapes have different shapes in the market and they have become an important brand element to attract consumers' attention. How to design scientific and effective brand logo shapes has become the basic and key content in marketing strategy. What shape of brand logo is more likely to gain the preference of the target group? From the perspective of the level of self-construction, this paper concludes that there are significant differences in the "unique needs" of individuals with different self-constraction, resulting in differences in preference for multi-angle and round brand logo shapes. Uniqueness needs play an intermediary role between self-construction and brand identity shape preference. Through four experiments, it is proved that consumers with independent self-construction have higher demand for uniqueness and prefer multi-angle brand logo, while consumers with dependent self-construction have lower demand for uniqueness and prefer round brand logo. However, these effects only exist in the open product purchase situation. When consumers buy and use private products, whether their self-construction is independent or dependent, they have no significant difference in their preference for brand identity diversification and roundness. This paper advances the theoretical research in the field of self-construction, uniqueness demand, brand logo shape, etc., which provides a rich strategic enlightenment for enterprises in designing, adjusting brand logo shape and formulating matching marketing strategies.
【作者單位】： 中山大學(xué)管理學(xué)院;
【基金】：國家自然科學(xué)基金面上項(xiàng)目(71572207)資助
【分類號】：B849;F713.55
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本文編號：1789644