), 吕俊峰2, 马宝龙2,3, 曹丽2, 谭乐1 1西北大学经济管理学院, 西安 710127
2西安工业大学经济管理学院, 西安 710021
3北京理工大学管理与经济学院, 北京 100081
收稿日期:2017-10-12出版日期:2018-08-15发布日期:2018-07-02通讯作者:李纯青E-mail:lichunqing@nwu.edu.cn基金资助:国家自然科学基金项目“基于多元企业认同的企业身份构建及其张力调和机理研究”(71772144);陕西高校人文社会科学青年英才支持计划项目(陕教高201424);陕西省自然基金项目“文化库对服务新产品开发的作用机理研究”(2016JM7003)Constructing multi-company identity and reconciling the tensions among them
LI Chunqing1,2(), Lü Junfeng2, MA Baolong2,3, CAO Li2, TAN Le1 1 School of Economics and Management, Northwest University, Xi’an 710027, China;
2 School of Economics and Management, Xi'an Technological University, Xi'an 710021, China
3 School of Management & Economics, Beijing Institute of Technology, Beijing 100081, China
Received:2017-10-12Online:2018-08-15Published:2018-07-02Contact:LI Chunqing E-mail:lichunqing@nwu.edu.cn摘要/Abstract
摘要： 基于认同驱动的营销关系视角, 系统地探讨了基于多元企业认同的企业身份构建及其张力调和机理。具体地, 通过定性和定量相结合的方法, 首先基于社会认同理论和身份理论, 探索多元企业认同的结构; 其次, 从社会心理学和文化创新的视角, 描绘多元企业认同形成及演化过程; 最后, 探究多元企业认同的身份构建以及身份张力调和机制。在理论上将消费者-企业认同扩展到多个利益相关者与企业的认同, 探索多元企业认同的身份构建及调和过程, 揭示其背后深层作用机理。实践上为企业与客户保持长期、和谐、多赢关系提供重要依据。
图/表 6
表1营销和相关领域的CCI研究文献综述
| CCI的概念化/操作化 | CCI的前因 | CCI的结果 | |
|---|---|---|---|
| 态度 | 行为 | ||
| (1)整体的CCI测量 (2)集中在两个CCI维度(认知和情感) (3)集中在三个CCI维度(认知、情感和评价) | (1)企业社会责任 (2)企业/品牌吸引力 (3)组织或品牌认同 (4)情感依附/归属感需要 (5)服务/互动/客户导向 (6)企业声望/外部形象 (7)企业社会责任慈善声望、信任 | (1)对企业/品牌的态度/承诺/满意度 (2)更苛刻的企业诉求 | (1)企业/客户忠诚 (2)购买意向 (3)正面口碑等其他意向 (4)客户角色内/外行为 (5)捐款/志愿活动 (6)负面信息恢复 |
表1营销和相关领域的CCI研究文献综述
| CCI的概念化/操作化 | CCI的前因 | CCI的结果 | |
|---|---|---|---|
| 态度 | 行为 | ||
| (1)整体的CCI测量 (2)集中在两个CCI维度(认知和情感) (3)集中在三个CCI维度(认知、情感和评价) | (1)企业社会责任 (2)企业/品牌吸引力 (3)组织或品牌认同 (4)情感依附/归属感需要 (5)服务/互动/客户导向 (6)企业声望/外部形象 (7)企业社会责任慈善声望、信任 | (1)对企业/品牌的态度/承诺/满意度 (2)更苛刻的企业诉求 | (1)企业/客户忠诚 (2)购买意向 (3)正面口碑等其他意向 (4)客户角色内/外行为 (5)捐款/志愿活动 (6)负面信息恢复 |
图1理论框架
图1理论框架
图2多元企业认同(MCI)的内涵、结构及测量研究框架
图2多元企业认同(MCI)的内涵、结构及测量研究框架表2MCI结构预设(消费者)
| 维度 | 个体 | 社会 | ||
|---|---|---|---|---|
| 外在 | 内在 | 外在 | 内在 | |
| 认知 | ★ | ★ | ★ | ★ |
| 评价 | ★ | ★ | ★ | ★ |
| 情感 | ★ | ★ | ★ | ★ |
表2MCI结构预设(消费者)
| 维度 | 个体 | 社会 | ||
|---|---|---|---|---|
| 外在 | 内在 | 外在 | 内在 | |
| 认知 | ★ | ★ | ★ | ★ |
| 评价 | ★ | ★ | ★ | ★ |
| 情感 | ★ | ★ | ★ | ★ |
图3面向不同外部利益相关者的MCI形成过程研究框架
图3面向不同外部利益相关者的MCI形成过程研究框架
图4多元认同的企业身份构建过程及张力调和研究框架
图4多元认同的企业身份构建过程及张力调和研究框架参考文献 94
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