品牌形象、参考群体和自我品牌联结研究：基于群体地位和群体独特性的视角

营销科学学报 ›› 2014, Vol. 10 ›› Issue (4): 29-40.

品牌形象、参考群体和自我品牌联结研究：基于群体地位和群体独特性的视角

周学春，张晓娟

周学春，清华大学经济管理学院、中国民生银行博士后工作站，博士后，E-mail：wdxiaochun@126.com。
张晓娟，湖北工业大学管理学院，副教授，E-mail：qq4983520@126.com。

出版日期:2014-12-01 发布日期:2015-01-30
基金资助:
本研究受国家自然科学基金（71172212）、中国博士后科学基金（2014M550890）和教育部青年基金项目（14YJC630197）资助，特此感谢。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

Research on Brand Image, Reference Group and Self-Brand Connection: Basing on Group Status and Group Distinctiveness

Zhou Xuechun，Zhang Xiaojuan

Zhou Xuechun, Postdoctoral Workstation of Tsinghua University,Beijing,100084; Postdoctoral Workstation of China Minsheng Bank Corporation,Beijing,100031;
Zhang Xiaojuan, Management School of Hubei University of Technology, Wuhan, 430068.

Online:2014-12-01 Published:2015-01-30

摘要/Abstract

摘要：

研究表明，当品牌形象与内群体一致时或品牌形象与外群体不一致时，个体的自我-品牌联结较强。遗憾地是，以往的研究忽视了对参考群体特征的考察。基于群体的视角，通过两个实验，探索了群体地位和群体独特性的影响。研究结果表明，第一，对于内群体而言，群体地位和群体独特性，会加强群体关联性品牌和自我-品牌联结之间的正向关系。第二，对于外群体而言，群体地位和群体独特性的影响和作用方向恰恰相反。即群体地位会削弱品牌的群体关联性和自我-品牌联结之间的负向关系，但是群体独特性则会强化品牌的群体关联性和自我品牌联结之间的负向关系。

关键词: 自我-品牌联结, 群体关联性品牌, 象征消费, 群体地位, 群体独特性

Abstract:

Prior research demonstrates that brand image matching with in-group or not matching with out-group, individual’s self-brand connection will be stronger. But it ignores the group characteristics. Basing on the group perspective, this paper discusses the impact of group status and group distinctiveness. Firstly, for in-group, group status and group distinctiveness will enhance the positive relationship between group association brand and self-brand connection. Secondly, for out-group, group status and group distinctiveness have opposite impact. Group status will reduce the negative relationship between group association brand and self-brand connection. But Group distinctiveness will strengthen the negative relationship between group association brands and self-brand connection.

Key words: self-brand connection, group association brand, symbolic consumption, group status, group distinctiveness

周学春，张晓娟. 品牌形象、参考群体和自我品牌联结研究：基于群体地位和群体独特性的视角[J]. 营销科学学报, 2014, 10(4): 29-40.

Zhou Xuechun，Zhang Xiaojuan. Research on Brand Image, Reference Group and Self-Brand Connection: Basing on Group Status and Group Distinctiveness[J]. Journal of Marketing Science, 2014, 10(4): 29-40.

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