营销科学学报

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后现代导致“不忠”吗——超现实和自我碎化如何影响他们对象征品牌的忠诚

王长征,周学春   

  1. 王长征,武汉大学经济与管理学院市场营销系教授、博士,E-mail: pattra2003@hotmail.com。
    周学春,武汉大学经济与管理学院市场营销系博士研究生,E-mail: wdxiaochun@yahoo.com.cn。
  • 出版日期:2012-09-01 发布日期:2013-03-26

Will Postmodernism Lead to Consumer’s Disloyalty to Brand? How the Nature of Postmodern Consumer Influence Their Loyalty to Symbolic Brand

Wang Changzheng,Zhou Xuechun   

  1. School of Economics and Management ,Wuhan University
  • Online:2012-09-01 Published:2013-03-26

摘要:

现有文献提出,后现代消费的主要特征之一是对符号或象征的消费,但后现代的消费文化同时也导致了消费者对象征性品牌的不忠。本研究认为,消费者的后现代性(超现实和自我碎化)是否会降低他们对作为象征的品牌的忠诚,将依赖于品牌被赋予的象征性形象。研究结果表明,并不是所有类型的象征性品牌形象(个人的、社会的、关系的和集体的)对品牌忠诚的积极作用都会因为消费者的后现代性(超现实和自我碎化)而被弱化。实际上,后现代性对品牌忠诚的消极影响主要体现在当品牌具有关系形象的情形时;当品牌具有个人形象或社会形象时,由于“超现实”与“自我碎化”之间存在相互抵消的反向作用,后现代性的影响并不如同现有文献中所预期的那么悲观;而当品牌具有集体形象时,后现代性对象征性品牌忠诚的影响则表现为显著的正向效应。

关键词: 后现代性, 超现实, 自我碎化, 象征性品牌形象, 品牌忠诚

Abstract:

The existing documents put forward that the one of the main characteristics of postmodern consumption is the consumption of signs or symbols, but at the same time, postmodern consumer culture also lead to consumers’ disloyalty to brand or image. This study suggests that whether consumers’ postmodernity (or the nature of postmodern consumer) will reduce their loyalty to brand as symbol depends on the concrete symbolic image of brand. The result shows that not all of positive effects of symbolic brand image (including: personal, social, relational, and collective) on consumers’ loyalty to brand will be weakened because of the nature of postmodern consumer. In fact, the negative effects of postmodernity on loyalty to brand mainly reflects in the interaction effects existed between the nature of postmodern consumer and brand’s relational image; when a brand has personal or social image, due to existing the opposite effects offsetting each other existed between hyperreality and self-fragmentation on loyalty to symbolic brand, the negative effects of postmodernity are not pessimistic as same as existing documents expected; finally, when a brand has collective image, there will be salient positive effect of postmodernity on loyalty to brand.

Key words: Postmodernity, Hyperreality, Self Fragmentation, Symbolic Brand Image, Loyalty to Brand