摘要
随着消费升级步伐不断加快,传统的营销模式已经很难获得消费者认可,越来越多的企业开始主动采取情怀营销策略,通过宣扬理想主义情怀,试图加强消费者与品牌的情感联系,获得消费者的价值认同,最终目的是赢得消费者的品牌忠诚。基于情怀营销的三大重要维度(即品牌故事、品牌联想和品牌偶像),研究其对消费者品牌忠诚的影响机制,以及品牌认同在情怀营销与品牌忠诚之间的重要中介作用,结果表明,情怀营销不同维度对于消费者品牌忠诚的影响程度存在差异,品牌认同在情怀营销与品牌忠诚之间所起的中介作用程度也不尽相同。具体而言,情怀营销中品牌故事对消费者品牌忠诚的正向影响程度最高,品牌偶像次之,品牌联想的影响程度最低;品牌认同在情怀营销与品牌忠诚之间起部分中介作用,与品牌故事、品牌偶像相比,品牌认同在情怀营销的品牌联想维度与品牌忠诚之间的中介效应占比更高,中介作用程度更高。选择情怀营销策略的企业应当将理想与情怀的品牌核心价值贯穿到品牌故事、广告与宣传语之中,并通过品牌偶像个人魅力传递品牌情怀内涵;塑造消费者强有力的品牌联想,将消费者自我实现、价值认同与品牌紧密结合起来,加强品牌认同,提升消费者的品牌忠诚度。
As the pace of consumption upgrading continues to accelerate,the traditional marketing model has been difficult to obtain consumer recognition.More and more companies are actively adopting sentimentalism marketing strategies,trying to strengthen the emotional connection between consumers and brands by promoting idealistic feelings to obtain consumer value recognition;and the ultimate goal is to win consumer brand loyalty.Based on the three important dimensions of sentimentalism marketing(brand story,brand association,and brand idol),the authors carry out research on the influencing mechanism of them on consumer brand loyalty,and the important mediating role of brand identity between sentimentalism marketing and brand loyalty.The research results show that different dimensions of sentimentalism marketing have different influences on consumer brand loyalty,and the degree of mediating role played by brand identity between sentimentalism marketing and brand loyalty is also different.Specifically,brand stories in sentimentalism marketing have the strongest positive impact on consumer brand loyalty,followed by brand idol,and brand association has the weakest impact.Brand identity plays a partial mediating role between sentimentalism marketing and brand loyalty.Compared with brand story and brand idol,brand identity accounts for a higher proportion of mediating effect between brand association and brand loyalty,and a greater degree of mediating effect.Enterprises adopting sentimentalism marketing strategy should involve brand core value into brand story,advertisement,and slogan,and deliver the brand sentiment implication through brand idol’s personal fascination;and they should also establish consumers’strong brand association,combine consumers’self-actualization and value recognition with brand,strengthen brand identity,and improve consumers’brand loyalty.
作者
课题组
殷建平
Task Group(School of Economics and Management,China University of Petroleum(Beijing),Beijing 102249,China)
出处
《中国流通经济》
CSSCI
北大核心
2020年第9期109-118,共10页
China Business and Market
基金
中国学位与研究生教育学会项目“石油石化类专业研究生教育发展战略、需求分析与结构治理研究”(C-2015Y0303-136)。
关键词
情怀营销
品牌认同
品牌忠诚
品牌故事
品牌联想
sentimentalism marketing
brand identity
brand loyalty
brand story
brand association
作者简介
课题组负责人:殷建平(1965-),男,江苏省如皋市人,中国石油大学(北京)经济管理学院副教授,管理学博士,主要研究方向为企业管理;课题组成员:王泽鹏。
