营销科学学报 ›› 2013, Vol. 9 ›› Issue (4): 101-119.

• 论文 • 上一篇    下一篇

企业家微博对企业品牌形象的影响及作用机制

谢庆红,付晓蓉,李永强,何嫱   

  1. 谢庆红,西南财经大学工商管理学院教授,博士生导师,通讯作者,Email:qhxie@swufe.edu.cn。
    付晓蓉,西南财经大学工商管理学院教授,博士生导师,Email:fuxr@swufe.edu.cn。
    李永强,西南财经大学工商管理学院教授,博士生导师,Email:liyq@swufe.edu.cn。
    何嫱,中铁房地产集团四川有限公司,硕士,chichihq@foxmail.com。
  • 出版日期:2013-12-01 发布日期:2014-04-28
  • 基金资助:

    基金项目:本研究得到国家自然科学基金项目(71272244)、教育部人文社会科学西部边疆项目(09XJC630011)、西南财经大学“中央高校基本科研业务费专项资金资助(Supported by the Fundamental Research Funds for the Central Universities)”项目(JBK120503;JBK130944)等基金的资助。非常感谢两名匿名评审专家为本文改进与完善提出的宝贵意见。

Research on Impact of Entrepreneurs’ Micro-blogging on Corporate Brand Image and its Mechanism

Xie Qinghong, Fu Xiaorong, Li Yongqiang, He Qiang   

  1. Xie Qinghong, School of Business Administration,Southwestern University of Finance and Economics.
    Fu Xiaorong, School of Business Administration,Southwestern University of Finance and Economics.
    Li Yongqiang, School of Business Administration,Southwestern University of Finance and Economics.
    He Qiang, Sichuan Co. Ltd,China Railway Construction Real Estate Group Co. Ltd.
     
  • Online:2013-12-01 Published:2014-04-28

摘要:

本文通过分析企业家微博的内容类型(企业相关与个人相关)和情感描述方式(有情感与无情感)对企业家形象的影响,以及企业家形象对企业品牌形象的影响,构建了企业家微博对企业品牌形象的作用机制模型。本文采用2×2的组间实验发现,相对于企业相关的微博,个人相关的微博会引致更高的企业家形象评价;相对于无情感的微博,有情感的微博会引致更高的企业家形象评价;由企业家微博刺激形成的企业家形象评价显著影响企业品牌形象的评价,且这种影响受到企业家-品牌形象一致性的调节作用。本文揭示的企业家微博对企业品牌形象影响的作用机制,为企业家利用微博有效提升企业品牌形象提供了有益启示。

关键词: 微博, 企业家形象, 企业品牌形象, 感知一致性

Abstract:

This paper examines the impacts of contents of entrepreneurs’ micro-blogs(company-related or individual-related) and ways of emotion descriptions (emotional or unemotional) on the evaluation of entrepreneur image, and discusses the effects of entrepreneur image on the corporate brand image. Through a 2×2 between-subjects experiment design, the authors find individual-related micro-blogs have more effects on entrepreneur’s image than company-related micro-blogs do. Compared with unemotional micro-blogs, emotional micro-blogs lead to a better entrepreneur image, which significantly influences the evaluation of corporate brand image. This study also examines the moderating effects of the perceived congruence between entrepreneurs’ image and brand image on the positive relationship between entrepreneurs’ image and brand image. The results are helpful for entrepreneurs to enhance the corporate brand image through effective management of their micro-blogs.

Key words: Micro-blog, Entrepreneur image, Corporate brand image, Perceived congruence