营销科学学报 ›› 2016, Vol. 12 ›› Issue (1): 70-88.

• 论文 • 上一篇    下一篇

品牌形象的定位一定要顺从消费者的心理图式吗?——产品涉入度与产品类型的交互作用

朱华伟,黄印   

  1. 朱华伟,通讯作者,武汉大学经济与管理学院副教授,硕导,E-mail:zhuhuawei@whu.edu.cn。
    黄印,武汉大学经济与管理学院硕士,E-mail:whuhuangyin@163.com。
  • 出版日期:2016-03-01 发布日期:2016-05-26
  • 基金资助:

    本文得到国家自然科学基金(71002078)与“中央高校基本科研业务费专项资金”资助,是武汉大学自主科研项目(人文社会科学)研究成果。非常感谢匿名评审专家对本文所提的宝贵意见与建议。

Does Brand Image Need to Be Congruent with Consumer Schema?—The Interacting Effect of Product Involvement and Product Category

Zhu Huawei,Huang Yin   

  1. Economics and Management School of Wuhan University
  • Online:2016-03-01 Published:2016-05-26

摘要:

虽然心理图式暗示符合消费者心理图式的品牌形象定位更容易获得成功,但现实中与消费者心理图式不相符的品牌形象定位也不乏成功案例。本文引入涉入度理论来解释这一看似矛盾的问题,指出当消费者对产品涉入度不同时,与他们心理图式不一致的品牌形象定位对其购买意向产生的不同作用,并分析了消费者情感在此过程中的中介作用。

关键词: 品牌形象, 产品类型, 心理图式, 产品涉入度

Abstract:

Although schema theory suggest that the congruence of brand image with consumer schema is crucial for the success of brand image, some practical cases show that sometimes a schema-incongruent brand image can also have the potential to attract consumers. In this research, we introduce the involvement theory to solve this contradiction. We find that in high involvement conditions, a schema-congruent brand image has the potential to increase consumer purchase intention. In contrast, in low involvement condition, a schema-incongruent brand image has the potential to increase consumer purchase intention. We further indicate that consumer affective responses mediate the above process.

Key words: Brand Image, Product Category, Psychological Schema, Product Involvement