唯男子与小物可诱也?品牌名称暗示性对消费者决策的影响研究
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摘要
随着市场经济环境下越来越多品牌的相互竞争,作为品牌第一要素的品牌名称备受关注。以暗示性品牌名称为切入点,借鉴国内外已有的关于暗示性品牌名称对消费者决策影响的研究成果,基于关联网络理论和精细加工模型,将消费者性别和消费者介入度两个变量引入至暗示性品牌名称的研究。实验研究结果表明,品牌名称暗示性会与性别、介入度等产生交互作用,影响消费者的品牌信任、品牌评价、品牌情感和购买意向。相对于非暗示性的品牌名称,男性消费者更容易对暗示性的品牌名称产生正面的品牌信任和品牌情感,以及较高的品牌评价和购买意向,而品牌名称暗示性对女性消费者不会产生显著影响。相对于高介入度产品,低介入度产品的暗示性品牌名称更容易对消费者的品牌评价、品牌情感和购买意向产生显著影响。此外,还验证了品牌信任的中介变量作用。这一方面完善了暗示性品牌名称这一领域的研究,充实了有关性别及消费者介入度作为消费者决策调节变量的研究;另一方面也为企业根据消费者不同性别及不同介入度,选择合适的品牌命名策略及实施有效的品牌战略提供了借鉴。
Under market economy,along with more and more inter-competition among brands,the brand name has received much attention as the first element of brand. Based on associative network theory and Elaborate Likelihood Model( ELM),this paper starts with brand name suggestiveness and introduces the two variables including consumer gender and consumer involvement into the research on brand name suggestiveness with reference to the available literature research home and abroad on the effect of brand name suggestiveness upon consumer decision-making. The experimental study results show the interaction effect between brand name suggestiveness and gender as well as between brand name suggestiveness and involvement,which affects consumer's brand trust,brand evaluation,brand emotion and purchase intention. Compared with non-suggestive brand name,a suggestive brand name can generate more trust and positive emotion,more favorable brand evaluation and much higher purchase intention especially to male consumers. However,to female consumers,brand name suggestiveness would have no significant influence. Moreover,compared to high-involvement products,low-involvement products with brand name suggestiveness would be more likely to have significant influence on brand evaluation,brand emotion and purchase intention. Therefore,for female consumers and high-involvement products,suggestive brand name and non-suggestive brand name make no difference. Besides,there is also strong evidence in terms of the mediating effect of consumer's brand trust. On one hand,this paper improves the study in the field of brand name suggestiveness,which enriches the research with gender and involvement respectively as a moderating variant in customer's decision-making. On the other hand,this research also provides some reference to enterprises in choosing an appropriate brand name strategy and executing effective brand strategy based on customer's different gender and involvement.
Under market economy,along with more and more inter-competition among brands,the brand name has received much attention as the first element of brand. Based on associative network theory and Elaborate Likelihood Model( ELM),this paper starts with brand name suggestiveness and introduces the two variables including consumer gender and consumer involvement into the research on brand name suggestiveness with reference to the available literature research home and abroad on the effect of brand name suggestiveness upon consumer decision-making. The experimental study results show the interaction effect between brand name suggestiveness and gender as well as between brand name suggestiveness and involvement,which affects consumer's brand trust,brand evaluation,brand emotion and purchase intention. Compared with non-suggestive brand name,a suggestive brand name can generate more trust and positive emotion,more favorable brand evaluation and much higher purchase intention especially to male consumers. However,to female consumers,brand name suggestiveness would have no significant influence. Moreover,compared to high-involvement products,low-involvement products with brand name suggestiveness would be more likely to have significant influence on brand evaluation,brand emotion and purchase intention. Therefore,for female consumers and high-involvement products,suggestive brand name and non-suggestive brand name make no difference. Besides,there is also strong evidence in terms of the mediating effect of consumer's brand trust. On one hand,this paper improves the study in the field of brand name suggestiveness,which enriches the research with gender and involvement respectively as a moderating variant in customer's decision-making. On the other hand,this research also provides some reference to enterprises in choosing an appropriate brand name strategy and executing effective brand strategy based on customer's different gender and involvement.
引文
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[4]孙瑾,张红霞.服务品牌名字的暗示性对消费者决策的影响——基于服务业的新视角[J].管理科学,2011(5):56-69.
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[9]CHANG C.The relative effectiveness of comparative and noncomparative advertising:evidence for gender differences in information-processing strategies[J].Journal of Advertising,2007,36(1):21-35.
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[12]PUTREVU S,TAN J,LORD K R.Consumer responses to complex advertisements:the moderating role of need for cognition,knowledge,and gender[J].Journal of Current Issues&Research in Advertising,2004,26(1):9-24.
[13]MEYERS-LEVY J,MAHESWARAN D.Exploring differences in males'and females'processing strategies[J].Journal of Consumer Research,1991,18(1):63-70.
[14]MUEHLING D D,STOLTMAN J J,GROSSBART S.The impact of comparative advertising on levels of message involvement[J].Journal of Advertising,1990,19(4):41-50.
[15]MEYERS-LEVY J,STERNTHAL B.Gender differences in the use of message cues and judgments[J].Journal of Marketing Research,1991,28(1):84-96.
[16]李东进.消费者搜寻信息努力与影响因素的实证研究——以广告媒体为中心[J].南开管理评论,2000(4):52-59.
[17]马宝龙,李金林,李纯青,等.回报计划感知价值及其与计划忠诚和品牌忠诚的关系研究[J].南开管理评论,2006(5):44-51.
[18]柴俊武.品牌信任对品牌态度、契合感知与延伸评价关系的影响[J].管理学报,2007(4):425-430.
[19]李宏,喻葵,董蔚丽.消费者对鞋类产品的缺货反应研究[J].管理评论,2012(7):63-69.
[20]沈璐,庄贵军,郭茹.复杂型购买行为模式下的在线购买意愿:以网购汽车为例的网络论坛扎根研究[J].管理评论,2015(9):221-230.
[21]WU C,JANG L,CHEN C.Assessing the role of involvement as a mediator of allocentrist responses to advertising and normative influence[J].Journal of Consumer Behaviour,2011,10(5):255-266.
[22]宋晓兵,丛竹,董大海.网络口碑对消费者产品态度的影响机理研究[J].管理学报,2011(4):559-566.
[23]于春玲,郑晓明,孙燕军,等.品牌信任结构维度的探索性研究[J].南开管理评论,2004(2):35-40.
[24]郝文婷.不确定性规避对品牌命名和品牌延伸评价的影响作用[D].上海:华东师范大学,2009.
[25]CHAUDHURI A,HOLBROOK M B.The chain of effects from brand trust and brand affect to brand performance:the role of brand loyalty[J].Journal of Marketing,2001,65(2):81-93.
[26]WATSON D,CLARK L A,TELLEGEN A.Development and validation of brief measures of positive and negative affect:the PANAS scales[J].Journal of Personality and Social Psychology,1988,54(6):1063-1070.
[27]SWEENEY J C,SOUTAR G N,JOHNSON L W.The role of perceived risk in the quality-value relationship:a study in a retail environment[J].Journal of Retailing,1999,75(1):77-105.
[28]WANG J,LEE A Y.The role of regulatory focus in preference construction[J].Journal of Marketing research,2006,43(1):28-38.
[2]KELLER K L,HECKLER S E,HOUSTON M J.The effects of brand name suggestiveness on advertising recall[J].Journal of Marketing,1998,62(1):48-57.
[3]孙瑾,张红霞.品牌名称暗示性对消费者决策选择的影响:认知需要和专业化水平的调节作用[J].心理学报,2012(5):698-710.
[4]孙瑾,张红霞.服务品牌名字的暗示性对消费者决策的影响——基于服务业的新视角[J].管理科学,2011(5):56-69.
[5]SEN S.The effects of brand name suggestiveness and decision goal on the development of brand knowledge[J].Journal of Consumer Psychology,1999,8(4):431-455.
[6]LEE Y H,ANG K S.Brand name suggestiveness:a Chinese language perspective[J].International Journal of Research in Marketing,2003,20(4):323-335.
[7]郝佳,周懿瑾.全球化市场中消费者双重身份认同与品名定位[J].国际经贸探索,2010(9):66-71.
[8]MEYERS-LEVY J.The influence of sex roles on judgment[J].Journal of Consumer Research,1988,14(4):522-530.
[9]CHANG C.The relative effectiveness of comparative and noncomparative advertising:evidence for gender differences in information-processing strategies[J].Journal of Advertising,2007,36(1):21-35.
[10]DARLEY W K,SMITH R E.Gender differences in information processing strategies:an empirical test of the selectivity model in advertising response[J].Journal of Advertising,1995,24(1):41-56.
[11]BEYNON M J,MOUTINHO L,VELOUTSOU C.Gender differences in supermarket choice:an expositional analysis in the presence of ignorance using CaRBS[J].European Journal of Marketing,2010,44(1/2):267-290.
[12]PUTREVU S,TAN J,LORD K R.Consumer responses to complex advertisements:the moderating role of need for cognition,knowledge,and gender[J].Journal of Current Issues&Research in Advertising,2004,26(1):9-24.
[13]MEYERS-LEVY J,MAHESWARAN D.Exploring differences in males'and females'processing strategies[J].Journal of Consumer Research,1991,18(1):63-70.
[14]MUEHLING D D,STOLTMAN J J,GROSSBART S.The impact of comparative advertising on levels of message involvement[J].Journal of Advertising,1990,19(4):41-50.
[15]MEYERS-LEVY J,STERNTHAL B.Gender differences in the use of message cues and judgments[J].Journal of Marketing Research,1991,28(1):84-96.
[16]李东进.消费者搜寻信息努力与影响因素的实证研究——以广告媒体为中心[J].南开管理评论,2000(4):52-59.
[17]马宝龙,李金林,李纯青,等.回报计划感知价值及其与计划忠诚和品牌忠诚的关系研究[J].南开管理评论,2006(5):44-51.
[18]柴俊武.品牌信任对品牌态度、契合感知与延伸评价关系的影响[J].管理学报,2007(4):425-430.
[19]李宏,喻葵,董蔚丽.消费者对鞋类产品的缺货反应研究[J].管理评论,2012(7):63-69.
[20]沈璐,庄贵军,郭茹.复杂型购买行为模式下的在线购买意愿:以网购汽车为例的网络论坛扎根研究[J].管理评论,2015(9):221-230.
[21]WU C,JANG L,CHEN C.Assessing the role of involvement as a mediator of allocentrist responses to advertising and normative influence[J].Journal of Consumer Behaviour,2011,10(5):255-266.
[22]宋晓兵,丛竹,董大海.网络口碑对消费者产品态度的影响机理研究[J].管理学报,2011(4):559-566.
[23]于春玲,郑晓明,孙燕军,等.品牌信任结构维度的探索性研究[J].南开管理评论,2004(2):35-40.
[24]郝文婷.不确定性规避对品牌命名和品牌延伸评价的影响作用[D].上海:华东师范大学,2009.
[25]CHAUDHURI A,HOLBROOK M B.The chain of effects from brand trust and brand affect to brand performance:the role of brand loyalty[J].Journal of Marketing,2001,65(2):81-93.
[26]WATSON D,CLARK L A,TELLEGEN A.Development and validation of brief measures of positive and negative affect:the PANAS scales[J].Journal of Personality and Social Psychology,1988,54(6):1063-1070.
[27]SWEENEY J C,SOUTAR G N,JOHNSON L W.The role of perceived risk in the quality-value relationship:a study in a retail environment[J].Journal of Retailing,1999,75(1):77-105.
[28]WANG J,LEE A Y.The role of regulatory focus in preference construction[J].Journal of Marketing research,2006,43(1):28-38.