【摘要】：消費(fèi)者的品牌對(duì)抗忠誠(chéng)是通過(guò)對(duì)競(jìng)爭(zhēng)品牌及其消費(fèi)者的反對(duì),來(lái)表現(xiàn)對(duì)依戀品牌忠誠(chéng)的行為。它削弱競(jìng)爭(zhēng)品牌,增強(qiáng)企業(yè)品牌資產(chǎn),是企業(yè)持續(xù)保持競(jìng)爭(zhēng)優(yōu)勢(shì)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(gè)因素論證消費(fèi)者品牌對(duì)抗忠誠(chéng)形成機(jī)制。結(jié)果表明:自我概念-品牌形象一致性對(duì)品牌對(duì)抗忠誠(chéng)存在正向影響;自我概念-品牌形象一致性對(duì)品牌依戀存在正向影響;品牌依戀對(duì)品牌對(duì)抗忠誠(chéng)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(duì)抗忠誠(chéng)關(guān)系中起到完全中介作用;近社會(huì)距離情境下,品牌依戀對(duì)品牌對(duì)抗忠誠(chéng)的關(guān)系將被削弱;遠(yuǎn)社會(huì)距離的情境下,品牌依戀對(duì)品牌對(duì)抗忠誠(chéng)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(xiàng)目(13YBA213)
【分類號(hào)】：F273.2;F274;F713.55

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