品牌真實性對品牌推崇的影響研究：品牌認(rèn)同和環(huán)保自我擔(dān)當(dāng)?shù)淖饔?/H1>
發(fā)布時間：2018-10-29 12:16
【摘要】：在產(chǎn)品日益同質(zhì)化和營銷泛濫的市場環(huán)境下,消費者越來越崇尚真實自由個性的消費方式,他們希望通過消費真實的品牌來尋求自我真實性。然而,一些“偽真實性品牌”的存在導(dǎo)致消費者對品牌的感知真實性下降。像“我可能喝了假酒”、“我可能看了假兵馬俑”等帶有戲謔成分網(wǎng)絡(luò)詞語的流行,就是對產(chǎn)品或品牌的真實性遭到質(zhì)疑的寫照,消費者開始對品牌的“真與假”加以思考和重視。從已有文獻(xiàn)來看,品牌真實性研究大多集中在概念、測量及形成機理的質(zhì)性研究方面,后果變量的實證研究較少。因此,認(rèn)清消費者如何在真假難辨的餐飲業(yè)市場選擇真正的綠色品牌、分析消費者對品牌真實性的衡量標(biāo)準(zhǔn)、影響后果以及消費者在選擇綠色品牌時考慮的其他外界因素,具有非常重要的意義。同時,管理實踐者們認(rèn)為提升品牌的真實性是企業(yè)具備競爭優(yōu)勢和發(fā)展品牌的靈丹妙藥。基于前人研究,本論文以國內(nèi)餐飲業(yè)綠色品牌為研究范圍,結(jié)合品牌真實性理論和品牌認(rèn)同理論構(gòu)建了品牌真實性、品牌推崇、品牌認(rèn)同及環(huán)保自我擔(dān)當(dāng)相互作用的概念模型。實證結(jié)果表明:第一,品牌真實性(持續(xù)性、原創(chuàng)性和自然性三個維度)顯著正向影響品牌推崇,而可靠性對品牌推崇影響不顯著。第二,品牌認(rèn)同在持續(xù)性、原創(chuàng)性、自然性與品牌推崇的作用中發(fā)揮部分中介作用。第三,環(huán)保自我擔(dān)當(dāng)在品牌真實性(持續(xù)性、自然性)與品牌推崇的關(guān)系中具有正向調(diào)節(jié)效應(yīng)。這些結(jié)論有助于深入理解品牌真實性的影響作用機制,使品牌真實性理論研究拓展到餐飲業(yè)的綠色品牌領(lǐng)域。對于打造餐飲業(yè)綠色品牌的企業(yè)來說,只有持續(xù)追求品質(zhì),重視原創(chuàng)、建立自我獨特風(fēng)格,堅持天然健康綠色,不欺騙消費者,誠信經(jīng)營,才能提高消費者對品牌真實性感知程度,提高消費者對品牌的認(rèn)同,促進消費者對品牌的推崇,建立綠色品牌持續(xù)的競爭優(yōu)勢。
[Abstract]:In the market environment where products are increasingly homogenized and marketing is rampant, consumers are advocating more and more real and free individual consumption patterns. They hope to seek self-authenticity through consuming real brands. However, the existence of some pseudo-authenticity brands leads to a decline in consumer perception of brand authenticity. Such as "I may have drunk fake wine", "I may have seen fake Terracotta Warriors" and other banter elements of the popularity of online words, is a product or brand is questioned the authenticity of the portrayal. Consumers begin to think and attach importance to the brand's "true and false". From the existing literature, most of the brand authenticity research is focused on the concept, measurement and formation mechanism of qualitative research, the empirical study of the outcome variables is less. Therefore, it is necessary to recognize how consumers choose real green brands in the indistinguishable catering market, analyze the consumers' measurement of brand authenticity, the consequences and other external factors that consumers take into account when choosing green brands. Of great significance. At the same time, management practitioners believe that enhancing brand authenticity is a panacea for enterprises with competitive advantages and brand development. Based on previous studies, this paper takes the green brand of domestic catering industry as the research scope, combining the theory of brand authenticity and brand identity theory to build a conceptual model of the interaction of brand authenticity, brand esteem, brand identity and environmental self-responsibility. The empirical results show that: first, brand authenticity (persistence, originality and naturalness) significantly positively affects brand esteem, while reliability has no significant impact on brand esteem. Secondly, brand identity plays an intermediary role in persistence, originality, naturalness and brand esteem. Thirdly, environmental self-responsibility has positive adjustment effect in the relationship between brand authenticity (persistence, naturalness) and brand esteem. These conclusions are helpful to understand the influence mechanism of brand authenticity and extend the theory of brand authenticity to the field of green brand in catering industry. For the enterprises that build the green brand of catering industry, only the continuous pursuit of quality, the importance of original, the establishment of a unique style of self, adhere to natural health green, do not deceive consumers, good faith management, In order to improve consumers' perception of brand authenticity, enhance consumers' recognition of brand, promote consumer's esteem of brand, and establish sustainable competitive advantage of green brand.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 吳波;李東進;王財玉;;綠色還是享樂?參與環(huán)�；顒訉οM行為的影響[J];心理學(xué)報;2016年12期
2 徐偉;馮林燕;王新新;;品牌真實性研究述評與展望[J];品牌研究;2016年05期
3 黃海洋;何佳訊;;真實性偏好如何影響全球品牌中國元素產(chǎn)品的購買可能性?[J];北京工商大學(xué)學(xué)報(社會科學(xué)版);2016年05期
4 袁登華;王琦;朱麗葉;;品牌推崇研究述評[J];外國經(jīng)濟與管理;2016年03期
5 張啟堯;孫習(xí)祥;;基于消費者視角的綠色品牌價值理論構(gòu)建與測量[J];北京工商大學(xué)學(xué)報(社會科學(xué)版);2015年04期
6 徐偉;湯筱曉;王新新;;老字號真實性、消費態(tài)度與購買意向[J];財貿(mào)研究;2015年03期
7 秦楊;;真實性理論下老字號餐飲品牌的提升策略研究[J];企業(yè)技術(shù)開發(fā);2015年03期
8 孫習(xí)祥;陳偉軍;;消費者綠色品牌真實性感知指標(biāo)構(gòu)建與評價[J];系統(tǒng)工程;2014年12期
9 姚鵬;王新新;;弱勢企業(yè)并購后品牌戰(zhàn)略與消費者購買意向關(guān)系研究——基于品牌真實性的視角[J];營銷科學(xué)學(xué)報;2014年01期
10 張初兵;侯如靖;;自我概念一致性對網(wǎng)商品牌忠誠影響的實證研究——品牌認(rèn)同及承諾的中介作用[J];軟科學(xué);2013年04期
相關(guān)博士學(xué)位論文 前1條
1 吳波;道德認(rèn)同與綠色消費—環(huán)保自我擔(dān)當(dāng)?shù)闹薪樽饔肹D];南開大學(xué);2014年
相關(guān)碩士學(xué)位論文 前2條
1 吳漪;基于中國市場的全球品牌資產(chǎn)效應(yīng):品牌真實性的中介作用[D];華東師范大學(xué);2015年
2 李研;參照群體與社會認(rèn)同對消費者品牌轉(zhuǎn)換意向的影響研究[D];南開大學(xué);2011年
，
本文編號：2297674
本文鏈接：http://www.lk138.cn/guanlilunwen/yingxiaoguanlilunwen/2297674.html
[Abstract]:In the market environment where products are increasingly homogenized and marketing is rampant, consumers are advocating more and more real and free individual consumption patterns. They hope to seek self-authenticity through consuming real brands. However, the existence of some pseudo-authenticity brands leads to a decline in consumer perception of brand authenticity. Such as "I may have drunk fake wine", "I may have seen fake Terracotta Warriors" and other banter elements of the popularity of online words, is a product or brand is questioned the authenticity of the portrayal. Consumers begin to think and attach importance to the brand's "true and false". From the existing literature, most of the brand authenticity research is focused on the concept, measurement and formation mechanism of qualitative research, the empirical study of the outcome variables is less. Therefore, it is necessary to recognize how consumers choose real green brands in the indistinguishable catering market, analyze the consumers' measurement of brand authenticity, the consequences and other external factors that consumers take into account when choosing green brands. Of great significance. At the same time, management practitioners believe that enhancing brand authenticity is a panacea for enterprises with competitive advantages and brand development. Based on previous studies, this paper takes the green brand of domestic catering industry as the research scope, combining the theory of brand authenticity and brand identity theory to build a conceptual model of the interaction of brand authenticity, brand esteem, brand identity and environmental self-responsibility. The empirical results show that: first, brand authenticity (persistence, originality and naturalness) significantly positively affects brand esteem, while reliability has no significant impact on brand esteem. Secondly, brand identity plays an intermediary role in persistence, originality, naturalness and brand esteem. Thirdly, environmental self-responsibility has positive adjustment effect in the relationship between brand authenticity (persistence, naturalness) and brand esteem. These conclusions are helpful to understand the influence mechanism of brand authenticity and extend the theory of brand authenticity to the field of green brand in catering industry. For the enterprises that build the green brand of catering industry, only the continuous pursuit of quality, the importance of original, the establishment of a unique style of self, adhere to natural health green, do not deceive consumers, good faith management, In order to improve consumers' perception of brand authenticity, enhance consumers' recognition of brand, promote consumer's esteem of brand, and establish sustainable competitive advantage of green brand.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 吳波;李東進;王財玉;;綠色還是享樂?參與環(huán)�；顒訉οM行為的影響[J];心理學(xué)報;2016年12期
2 徐偉;馮林燕;王新新;;品牌真實性研究述評與展望[J];品牌研究;2016年05期
3 黃海洋;何佳訊;;真實性偏好如何影響全球品牌中國元素產(chǎn)品的購買可能性?[J];北京工商大學(xué)學(xué)報(社會科學(xué)版);2016年05期
4 袁登華;王琦;朱麗葉;;品牌推崇研究述評[J];外國經(jīng)濟與管理;2016年03期
5 張啟堯;孫習(xí)祥;;基于消費者視角的綠色品牌價值理論構(gòu)建與測量[J];北京工商大學(xué)學(xué)報(社會科學(xué)版);2015年04期
6 徐偉;湯筱曉;王新新;;老字號真實性、消費態(tài)度與購買意向[J];財貿(mào)研究;2015年03期
7 秦楊;;真實性理論下老字號餐飲品牌的提升策略研究[J];企業(yè)技術(shù)開發(fā);2015年03期
8 孫習(xí)祥;陳偉軍;;消費者綠色品牌真實性感知指標(biāo)構(gòu)建與評價[J];系統(tǒng)工程;2014年12期
9 姚鵬;王新新;;弱勢企業(yè)并購后品牌戰(zhàn)略與消費者購買意向關(guān)系研究——基于品牌真實性的視角[J];營銷科學(xué)學(xué)報;2014年01期
10 張初兵;侯如靖;;自我概念一致性對網(wǎng)商品牌忠誠影響的實證研究——品牌認(rèn)同及承諾的中介作用[J];軟科學(xué);2013年04期
相關(guān)博士學(xué)位論文 前1條
1 吳波;道德認(rèn)同與綠色消費—環(huán)保自我擔(dān)當(dāng)?shù)闹薪樽饔肹D];南開大學(xué);2014年
相關(guān)碩士學(xué)位論文 前2條
1 吳漪;基于中國市場的全球品牌資產(chǎn)效應(yīng):品牌真實性的中介作用[D];華東師范大學(xué);2015年
2 李研;參照群體與社會認(rèn)同對消費者品牌轉(zhuǎn)換意向的影響研究[D];南開大學(xué);2011年
，本文編號：2297674
本文鏈接：http://www.lk138.cn/guanlilunwen/yingxiaoguanlilunwen/2297674.html
