卫海英¹, 王颖¹, 冉雅璇²(), 张逸石¹(), 舒丽芳¹

1 南大学管理学院, 广州 510632
2 南财经政法大学工商管理学院, 武汉 430073

收稿日期:2017-09-15出版日期:2018-07-15发布日期:2018-05-29
通讯作者:冉雅璇,张逸石E-mail:ranyaxuan@zuel.edu.cn;yszhang@jnu.edu.cn

基金资助:国家自然科学基金项目(71772077);国家自然科学基金项目(71572193);国家自然科学基金项目(71372169);中央高校基本科研业务费专项资金资助(暨南领航计划)(15JNLH005)

Effects of service ritual on brand well-being: Based on the interaction ritual chain theory

WEI Haiying¹, WANG Ying¹, RAN Yaxuan²(), ZHANG Yishi¹(), SHU Lifang¹

1 School of Management, Jinan University, Guangzhou 510632, China
2 School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China

Received:2017-09-15Online:2018-07-15Published:2018-05-29
Contact:RAN Yaxuan,ZHANG Yishi E-mail:ranyaxuan@zuel.edu.cn;yszhang@jnu.edu.cn

摘要/Abstract

摘要： 当前中国品牌消费全线升级, 人们期望品牌不仅满足其功能需求, 还能带来情感寄托和精神慰藉, 因此如何通过品牌为消费者谋取更多的幸福和长远利益即品牌福祉, 已成为时代的挑战。事实上, 品牌能否带来福祉, 在很大程度上有赖于企业与消费者的良性互动。作为当下企业广泛采用的互动形式之一——服务仪式可能成为培育和提升品牌福祉的一种有效方式。基于此, 研究拟以互动仪式链理论为视角, 构建品牌福祉的概念和结构, 剖析服务仪式的组成要素和关键类型, 建构并验证服务仪式和品牌福祉关系的理论模型, 探讨企业共创导向和自我品牌一致性的调节作用。预期结果将有效促进品牌管理、积极心理学、服务管理三领域的融合, 在实践上也可为企业扩展和提升品牌建设提供有效指导。

图/表 1

图1理论框架图
图1理论框架图

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