本文選題：身份 + 認(rèn)同　； 參考：《浙江大學(xué)》2014年博士論文

【摘要】：品牌認(rèn)同是消費(fèi)者-品牌關(guān)系研究領(lǐng)域基于身份理論與社會認(rèn)同理論提出的最新研究視角。直到目前,品牌認(rèn)同的內(nèi)涵、結(jié)構(gòu)與測量仍然莫衷一是,品牌認(rèn)同的前因變量與結(jié)果變量也因此公說公有理、婆說婆有理,但最大的問題是這些研究普遍缺乏一個系統(tǒng)的理論統(tǒng)籌,給人摸不著邊際的感覺。本研究以身份一致性動機(jī)理論和動機(jī)性身份建構(gòu)理論為基礎(chǔ),探討身份動機(jī)對品牌認(rèn)同的影響。研究由三個部分構(gòu)成：研究一探討什么是品牌認(rèn)同；研究二探討身份動機(jī)對品牌認(rèn)同的影響；研究三探討消費(fèi)者重要身份的動機(jī)性特點(diǎn)。 研究一由三個子研究構(gòu)成。子研究一通過深度訪談、內(nèi)容分析等定性研究方法,及問卷法對品牌認(rèn)同的結(jié)構(gòu)進(jìn)行初步探索,結(jié)果發(fā)現(xiàn)消費(fèi)者的品牌認(rèn)同有個體與社會之分,并有認(rèn)知、評價與情感三維,但也發(fā)現(xiàn)我國消費(fèi)者的品牌認(rèn)同很難區(qū)分內(nèi)外。子研究二進(jìn)行大樣本問卷調(diào)查,以探索性因素分析和驗(yàn)證性因素分析兩個階段探討品牌認(rèn)同的內(nèi)涵、結(jié)構(gòu)與測量。結(jié)果表明,消費(fèi)者的品牌認(rèn)同是指消費(fèi)者基于認(rèn)知、價值判斷與情感卷入而將某品牌融入自我的程度,包含有相符感、面子感、歸屬感與愉悅感四個維度。其中,面子感維度顯示出我國消費(fèi)者品牌認(rèn)同的傳統(tǒng)文化色彩。子研究三探索品牌認(rèn)同、品牌忠誠和口碑傳播三者間的關(guān)系方向,論證子研究二開發(fā)的品牌認(rèn)同量表的預(yù)測效度。結(jié)果表明品牌認(rèn)同對品牌忠誠和口碑傳播具有極強(qiáng)的單向預(yù)測性,證明子研究二開發(fā)的品牌認(rèn)同量表具有較高的預(yù)測效度。 研究二由四個實(shí)驗(yàn)組成。實(shí)驗(yàn)1是論證品牌認(rèn)同的“程序準(zhǔn)備性”,即啟動個體身份,消費(fèi)者對獨(dú)立型品牌由較高的品牌認(rèn)同；啟動社會身份,消費(fèi)者對關(guān)聯(lián)型品牌有較高的品牌認(rèn)同。該研究假設(shè)得到驗(yàn)證。實(shí)驗(yàn)2是論證品牌認(rèn)同的“行為準(zhǔn)備性”,即消費(fèi)者的品牌認(rèn)同存在內(nèi)群體偏好效應(yīng)。結(jié)果表明,無論是高度社會性產(chǎn)品還是高度功能產(chǎn)品,消費(fèi)者對其的品牌認(rèn)同均存在內(nèi)群體偏好效應(yīng)。實(shí)驗(yàn)3論證抑制身份凸顯能夠消除品牌認(rèn)同差異,反向論證了身份動機(jī)對品牌認(rèn)同的影響。結(jié)果表明,激活被試高一級共享身份能夠消除前一階段身份激活所帶來的品牌認(rèn)同差異,研究假設(shè)得到證實(shí)。實(shí)驗(yàn)4研究了身份重要性對品牌認(rèn)同的影響。結(jié)果表明,多個身份同時啟動時,重要身份對品牌認(rèn)同的影響更大。由研究二的四個實(shí)驗(yàn)來看,總的結(jié)論是：消費(fèi)者的品牌認(rèn)同存在重要身份一致性動機(jī)效應(yīng)。 基于研究二實(shí)驗(yàn)4的結(jié)果,本文將研究縱深化。研究三要解決的問題是：具有哪些動機(jī)特點(diǎn)的身份會被個體感知為重要身份?結(jié)果顯示,能夠滿足自尊感、獨(dú)特感、持續(xù)感、意義感、歸屬感和效能感六大動機(jī)特點(diǎn)的身份會被個體感知為重要身份。 綜上所述,本文首先闡明品牌認(rèn)同的內(nèi)涵、結(jié)構(gòu)及其測量,并從“認(rèn)同”的本源“身份”入手,以“身份一致性動機(jī)理論”和“動機(jī)性身份建構(gòu)理論”為基礎(chǔ)探討身份動機(jī)對品牌認(rèn)同的影響,以及重要身份的動機(jī)特點(diǎn)。結(jié)果顯示,消費(fèi)者的品牌認(rèn)同具有文化差異,是一個多維結(jié)構(gòu)的概念,存在重要身份一致性動機(jī)效應(yīng)。
[Abstract]:Brand identity is the latest research perspective based on identity theory and social identity theory in the field of consumer brand relationship research. Until now, the connotation, structure and measurement of brand identity still do not agree, and the antecedent and result variables of brand identity are also publicly justified, and the grandmother is reasonable, but the biggest problem is the research. This study, based on the theory of identity motivation and the theory of motivation identity construction, explores the impact of identity motivation on brand identity. The study is composed of three parts: Research on brand identity and two research on identity motivation The influence of brand identity; research three explores the motivational characteristics of consumers' important identities.
The study is composed of three sub studies. First, through the qualitative research methods such as deep interview, content analysis and other qualitative research methods, and the questionnaire method, the structure of brand identity is preliminarily explored. The result shows that the brand identity of the consumer has individual and social points, and it has cognition, evaluation and emotion three dimensions, but it also finds that the brand identity of our consumers is difficult. In the two stages of exploratory factor analysis and confirmatory factor analysis, the connotation, structure and measurement of brand identity are discussed in the two stages of exploratory factor analysis and confirmatory factor analysis. The results show that consumer brand identity refers to the extent to which a brand is integrated into the self based on cognition, value judgment and emotion entry, including the appearance of the brand identity. Four dimensions of character sense, face sense, belonging and pleasure. Among them, the face sense dimension shows the traditional cultural color of China's consumer brand identity. Sub study three explores the relationship between brand identity, brand loyalty and word of mouth communication between the three groups, and demonstrates the predictive validity of the product brand identity scale developed by the sub study two. The results show that brand identity is the brand identity. Brand loyalty and word of mouth have a strong one-way prediction, proving that the brand identity scale developed by sub research two has a high predictive validity.
Study two consists of four experiments. Experiment 1 is the "program readiness" to demonstrate brand identity, that is, to start the individual identity, the consumer has a higher brand identity for the independent brand, the social identity is started, and the consumer has a higher brand identity for the associated brand. This study assumes verification. Experiment 2 is the "behavior of brand identity". The results show that there is internal group preference effect on brand identity of both highly socially and highly functional products. Experiment 3 demonstrates that inhibition of identity can eliminate brand identity differences and demonstrate identity motivation to brand recognition. The results show that the activation of the high level shared identity can eliminate the brand identity differences caused by the previous stage of identity activation, and the research hypothesis has been confirmed. Experiment 4 studied the impact of identity importance on brand identity. Two of the four experiments, the overall conclusion is: consumer brand identity exists important identity consistency motivation effect.
Based on the results of the study of the two Experiment 4, this paper will study the depth of the study. The question three to solve is: what motivational identity is perceived as an important identity? Results show that the identity of six motivational traits that can satisfy the sense of self-esteem, uniqueness, persistence, sense of meaning, sense of belonging and sense of efficacy is important for individual perception. Identity.
To sum up, this paper first clarifies the connotation, structure and measurement of brand identity, and starts with the "identity" of "identity", and discusses the impact of identity motivation on brand identity based on the "identity motivation theory" and "motivation identity construction theory", and the motivation characteristics of important identity. Brand identity has cultural differences. It is a concept of multi-dimensional structure, and there is an important identity consistency motivation effect.

【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F713.55

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