摘要
本文主要是为了研究消费者品牌价值一致性、品牌认同、品牌承诺和正面口碑之间的关系。研究结果表明,消费者品牌价值一致性对消费者认同具有显著的影响,认同某一品牌的消费者会对品牌有更强的承诺,进而产生正向的口碑。此外,消费者认同会调节价值一致性对品牌承诺的影响,而品牌承诺不完全调节消费者认同对正面口碑的影响。
The purpose of this paper is to investigate the relationships between congruity of consumer and brand values, brand identification, brand commitment, and public praise. The results show that congruity of product brand values tends to have positive influence on consumers’ identification. Consumers who identify with a brand tend to commit stronger to a brand and generate positive. The results show that consumers’ identification fully mediates the impact of value and congruity on brand commitment. However, brand commitment does not mediate the impact of consumers’ identification on generating positive word of mouth.
出处
《标准科学》
2014年第2期17-20,共4页
Standard Science
关键词
价值一致性
消费者-品牌认同
品牌承诺
正面口碑
value congruity,consumer-brand identification,brand commitment,public praise
