营销科学学报 ›› 2018, Vol. 14 ›› Issue (2): 19-31.

• 论文 • 上一篇    下一篇

地理标志品牌与广告诉求的交互作用对品牌忠诚的影响机制研究

 青平 ,张胜男 ,邹俊 ,侯明慧   

  1. 青平,华中农业大学经济管理学院教授,博士生导师,E-mail: qingping@mail.hzau.edu.cn。
     张胜男,华中农业大学经济管理学院硕士,E-mail: 2567289820@qq.com。
     邹俊,华中农业大学经济管理学院博士研究生,E-mail: huanongzoujun@mail.hzau.edu.cn。
     侯明慧,华中农业大学经济管理学院博士研究生,E-mail: houminghui@webmail.hzau.edu.cn。
  • 出版日期:2018-06-30 发布日期:2019-09-10
  • 基金资助:

    本研究得到国家自然科学基金国际重点合作项目“作物营养强化对改善人口营养健康影响及评估研究”(71561147001)和中国工程院重大战略咨询项目“华中地区食物安全可持续”(4005-35016010)的资助。

Interaction Effect between Geographical Labeled Brand and Advertisement Appeal Types on Brand Loyalty
 

Qing Ping, Zhang Shengnan, Zou Jun, Hou Minghui   

  1. Qing Ping,College of Economics & Management, Huazhong Agricultural University, Wuhan, 430070, China
    Zhang Shengnan,College of Economics & Management, Huazhong Agricultural University, Wuhan, 430070, China
    Zou Jun,College of Economics & Management, Huazhong Agricultural University, Wuhan, 430070, China
    Hou Minghui,College of Economics & Management, Huazhong Agricultural University, Wuhan, 430070, China
  • Online:2018-06-30 Published:2019-09-10

摘要:

地理标志品牌是农产品品牌最主要的表现形式之一,其发展日益受到农产品同质化问题的困扰。如何凸显地理标志品牌的区域特色优势以拓宽市场,离不开有针对性的宣传推广,而广告是最有效的传播媒介。本文采用实证的研究方法分析发现:对于不同类型的地理标志品牌,需要采用不同的广告诉求,即对于资源优势聚集型地理标志品牌,应采用功能型的广告诉求内容以引导消费者产生行为忠诚;对于人文历史聚集型地理标志品牌,应采用价值型的广告诉求内容以引导消费者产生情感忠诚。本文结论对地理标志品牌的传播建设具有重要的实践指导意义。

关键词: 地理标志品牌, 广告诉求, 自我-品牌联结, 品牌忠诚

Abstract:

Geographical labeling is one of basic characteristics of agricultural brand. Its development is increasingly perplexed by the homogenization of agricultural products. To expand the market by using the regional advantages of geographical labeled brand, targeted public strategy is necessary, especially public advertisement. This research found an interaction effect between types of geographical labeled brand and advertisement appeal types. For natural-dominant geographic labeled brand, the functional appeal would induce behavioral loyalty. However, for humanistic-dominant geographic labeled brand, the value appeal would induce emotional loyalty. The results have significant practical implications for construction of geographical indication brand.

Key words: Geographical labeled brand, Advertisement appeal types, Self-brand connections, Brand loyalty