营销科学学报

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炫耀还是低调?面子损失对消费者品牌标识偏好的影响研究

宋晓兵,聂春艳,徐丽丽   

  1. 宋晓兵,大连理工大学工商管理学院讲师,E-mail:morningice@126.com。
    聂春艳,大连理工大学工商管理学院硕士研究生,E-mail:love2008xiaoyu@yahoo.cn。
    徐丽丽,大连理工大学工商管理学院硕士研究生,E-mail:lilyx2008@hotmail.com。
  • 出版日期:2012-09-01 发布日期:2013-03-26
  • 基金资助:

    本研究受到国家自然科学基金项目(70902031)和中央高校基本科研业务费专项基金资助项目(DUT12RW424)的资助,特此致谢。

A Study on Effect of Face Loss on Consumer’s Brand Logo Preference

Song Xiaobing, Nie Chunyan, Xu Lili   

  1. School of Business Management, Dalian University of Technology
  • Online:2012-09-01 Published:2013-03-26

摘要:

本文围绕消费者的印象管理行为,利用实验法检验了面子损失对消费者品牌标识偏好的影响机理。研究结果表明面子受损的消费者更愿意选择带有明显品牌标识的名牌产品,并且面子损失是通过影响面子消费倾向并进而影响品牌标识偏好的。本文研究还在不同的产品类别与消费者群体中检验了上述效应,结果表明在显示身份能力更强的产品种类中、自尊更低的消费者群体中,面子损失对品牌标识偏好的影响将更加显著。

关键词: 面子损失, 品牌标识, 面子消费

Abstract:

This study focuses on consumer’s impression management behavior and tests the effect of face loss on consumer’s brand logo preference. The results indicate that consumers that losing their face will more likely prefer to the products with prominent brand logos, and face loss’s effect on prominent brand logo preference is mediated by face consumption intention. Several experiments are conducted to test the above effect in different product types and consumer groups. It suggests that for the products in a category with high potential to signal status and the low self-esteem consumers, face loss has more effect on consumer’s brand logo preference.

Key words: Face loss, Brand logo, Face consumption