發(fā)布時間：2018-01-23 19:50

  本文關(guān)鍵詞： 品牌印象 內(nèi)隱聯(lián)想測驗 刻板解釋偏差 來源國效應(yīng) 消費者民族中心主義 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】：品牌印象是消費者在頭腦中對目標品牌的類別信息和個別化信息進行加工的結(jié)果，是品牌與消費者的關(guān)系基礎(chǔ)。內(nèi)隱社會認知研究的興起與發(fā)展，提示研究者，以往關(guān)于社會認知的研究，都將可以從外顯和內(nèi)隱兩個層面重新進行探討，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)隱兩個層面對品牌印象的結(jié)構(gòu)、形成及改變進行進一步研究。 在文獻綜述部分，論文對品牌印象與品牌形象的關(guān)系、品牌形象的測量模型、品牌印象形成的理論進行了系統(tǒng)的分析、概括后，提出對品牌印象的界定；在對早期的雙重加工模型及其發(fā)展進行了梳理后，分析了雙重加工模型對行為的預(yù)測，，對雙重加工理論進行了述評；并總結(jié)了間接測量技術(shù)及其發(fā)展。在對品牌印象研究文獻分析的基礎(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量學(xué)指標研究。在文獻研究和關(guān)鍵事件訪談的基礎(chǔ)上，通過篩選條目、形成初步問卷、預(yù)測驗和正式測驗等程序，經(jīng)探索性因素分析和驗證性因素分析，重測信度、聚合效度、辨別效度、法則效度和效標關(guān)聯(lián)效度等檢驗，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)印象和品牌價格印象等四個維度構(gòu)成。用于測量品牌印象的多維量表、各維單項目量表和單項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，分別運用研究一編制的外顯品牌印象量表和內(nèi)隱聯(lián)想測驗（IAT）、刻板解釋偏差測量（SEB）兩種間接測量方法對外顯品牌印象、內(nèi)隱品牌印象及其關(guān)系進行研究。研究一發(fā)現(xiàn)被試對美國品牌的整體印象好于對中國品牌的總體印象，具體體現(xiàn)在質(zhì)量印象、服務(wù)印象、傳播印象上美國品牌好于中國品牌，在價格印象上則是中國品牌好于美國品牌；品牌的整體印象與質(zhì)量印象對中國品牌的購買意向具有顯著預(yù)測作用；品牌的傳播印象與價格印象對美國品牌的購買意向具有顯著預(yù)測作用。研究二采用IAT的測量方法發(fā)現(xiàn)相比美國品牌，被試對中國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的測量方法發(fā)現(xiàn)總體SEB與IAT、外顯品牌印象均無顯著相關(guān)；區(qū)分行為結(jié)果歸因性質(zhì)的SEB分數(shù)比總體SEB分數(shù)更能反映刻板解釋偏差的意義；SEB分數(shù)反映的內(nèi)隱刻板印象與傳統(tǒng)認知習(xí)慣相符。用IAT與SEB測量的內(nèi)隱品牌印象并不一致，有可能兩種測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。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制。在雙重加工模型理論的基礎(chǔ)上，通過兩個研究對品牌印象的雙重結(jié)構(gòu)及其形成與改變的心理機制進行進一步地探討，發(fā)現(xiàn)：外顯品牌印象、內(nèi)隱品牌印象是兩個相互獨立的結(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，通過慢速學(xué)習(xí)記憶系統(tǒng)形成；在信息加工過程中由于個體的卷入程度存在個體差異，使得個體對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；將個體差異融入雙重加工理論將對人類的行為提供一個更強有力的、更一致的解釋。 第四部分對民族情感營銷策略對品牌來源國刻板印象的影響及品牌印象在消費者民族中心主義（CE）對國產(chǎn)品牌購買意向影響中的調(diào)節(jié)作用進行了分析，針對上述研究均是以虛擬品牌為實驗材料，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品牌為實驗材料。研究結(jié)果表明直接勸說方式不能改變外顯品牌來源國刻板印象；間接勸說方式可以改變對綜合型產(chǎn)品的外顯品牌來源國刻板印象；無論直接勸說方式還是間接勸說方式均不能改變內(nèi)隱品牌來源國刻板印象；外顯國產(chǎn)品牌整體印象在CE對國產(chǎn)品牌購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對國產(chǎn)品牌購買意向的作用中起負向調(diào)節(jié)作用。 綜合討論部分對研究結(jié)果進行了歸納分析，總結(jié)了研究的不足，并提出未來研究展望。
[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)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：F713.56

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