品牌依恋对我国年轻顾客群体行为意向影响的实证研究—

摘要现有文献表明,在中等契合度品牌延伸条件下,品牌依恋可以显著改善消费者对品牌的评价,但鲜有文献从品牌承诺视角揭示在品牌延伸条件下年轻消费群体与品牌关系得以持续的本质。笔者从理论上阐述年轻消费群体的巨大市场潜力及品牌依恋对其行为意向的影响作用,并通过对259名有效访问者的调查实证,证明品牌承诺在品牌依恋和年轻顾客群体行为意向中起着重要的中介作用;品牌与消费者自我概念一致性和产品顾客导向性均对品牌依恋起正向影响作用。因此,企业要加强对年轻顾客品牌依恋的培育,并通过多种方式强化其品牌承诺以最终影响其行为意向。

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	范志国
	郭靖丽

关键词：品牌依恋年轻顾客群体行为意向品牌承诺品牌延伸

Abstract： The existing literature shows that the effect of elevated attachment on evaluation about brand extensions is pronounced at the moderate levels of fit.However,few efforts have been made to reveal the essence of the relationship between the young group consumer and the brand under the brand extension conditions from the perspective of brand commitment.In this paper,we clarify the huge market potential of young consumer group and how brand attachment influences young group customer behavior intention from the theory.Through questionnaire survey of 259 valid respondents,it is confirmed that brand commitment plays an important intermediary role in the brand attachment and young group customer behavior intention;the brand and consumer self-concept congruity and customer oriented have positive effect on brand attachment.Therefore the enterprise must strengthen brand attachment on young customers,and through a variety of ways to enhance the brand commitment to affect customer behavior intention.

Keywords： Brand Attachment Young Consumer Group Behavior Intention Brand Commitment Brand Extension

收稿日期 2015-11-12; 接受日期 2015-11-12;

作者简介: 范志国(1963-),男,天津人,副教授、硕士研究生导师,主要从事企业营销战略、消费者行为和品牌管理研究;郭靖丽(1987- ),女,河南安阳人,硕士研究生,主要从事企业创新战略与品牌管理研究。

引用本文:

范志国, 郭靖丽.品牌依恋对我国年轻顾客群体行为意向影响的实证研究——基于品牌承诺中介效应的分析[J]. 经济经纬, 2015,6: 108-113

FAN Zhi-guo,GUO Jing-li.An Empirical Research on Brand Attachment Effect on Customer Behavior Intention of Young Group in China ——Based on Mediating Effect of Brand Commitment[J] Economic Survey, 2015,V32(6): 108-113

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2015/V32/I6/108