), 曹晶4, 谷传华3(), 魏华5, 谢志鹏6, 段朝辉3 1 武汉大学经济与管理学院, 武汉 430072
2 华中师范大学人文社会科学高等研究院, 武汉 430079
3 华中师范大学心理学院, 武汉 430079
4 湖北大学发展规划处, 武汉 430062
5 信阳师范学院教育科学学院, 河南 信阳 464000
6 中南财经政法大学工商管理学院, 武汉 430073
收稿日期:2017-06-27出版日期:2018-06-01发布日期:2018-04-28通讯作者:张广玲,谷传华E-mail:g1zhang@whu.edu.cn;502774209@qq.com作者简介:晋向东为第一作者|张广玲为第一作者，华中师范大学与武汉大学均为第一署名单位，排名不分先后。Spillover effects of strong brands competition
JIN Xiangdong1,2, ZHANG Guangling1(), CAO Jing4, GU Chuanhua3(), WEI Hua5, DUAN Zhaohui6, 3 1 Economics and Management School, Wuhan University, Wuhan 430072, China
2 Institute for Advanced Studies in Humanities and Social Sciences, Central China Normal University, Wuhan 430079, China
3 School of Psychology, Central China Normal University, Wuhan 430079, China
4 Development and Planning Office, Hubei University, Wuhan 430062, China
5 College of Education Science, Xinyang Normal University, Xinyang 464000, China
6 School of Business and Administration, Zhongnan University of Economics and Law, Wuhan 430073, China
Received:2017-06-27Online:2018-06-01Published:2018-04-28Contact:ZHANG Guangling,GU Chuanhua E-mail:g1zhang@whu.edu.cn;502774209@qq.com摘要/Abstract
摘要： 本研究探讨同一品类两个强势品牌广告竞争对弱势品牌产生的影响, 研究尝试将广告重复、广告长度作为操控广告竞争强度的具体手段, 运用感知到的广告竞争水平来表示广告竞争强度。研究结果表明, 同一品类两个品牌同时进行广告重复的水平不同, 可以导致被试感知到的广告竞争水平有显著差异, 广告重复次数越多, 被试感知到的广告竞争强度越高, 广告长度对感知到的广告竞争作用不显著。研究同时发现：随着两个强势品牌广告竞争强度的提高, 消费者对弱势品牌的品牌态度降低, 这表明强势品牌广告竞争对弱势品牌具有溢出效应。另外, 研究还发现产品涉入度和产品属性相似性对强势品牌广告竞争的溢出效应具有调节作用, 涉入度低的产品和属性相似性高的产品溢出效应更大。本研究丰富了溢出效应理论, 增加了溢出效应类别, 同时对同一品类内部的广告实践具有重要的指导意义。
图/表 8
图1研究框架图
图1研究框架图表1广告竞争与弱势品牌的品牌态度的描述性统计
| 因变量 | 强势品牌广告竞争强度(重复次数) | F(2,79) | p | η2 | |||||
|---|---|---|---|---|---|---|---|---|---|
| 1次(n = 25) | 3次(n = 29) | 5次(n = 28) | |||||||
| M | SD | M | SD | M | SD | ||||
| 感知到的竞争 | 6.67 | 3.07 | 8.55 | 1.78 | 10.64 | 2.30 | 17.28 | 0.01 | 0.30 |
| 翰洋手机品牌态度 | 3.95 | 0.81 | 3.34 | 0.88 | 2.69 | 0.56 | 19.33 | 0.001 | 0.33 |
表1广告竞争与弱势品牌的品牌态度的描述性统计
| 因变量 | 强势品牌广告竞争强度(重复次数) | F(2,79) | p | η2 | |||||
|---|---|---|---|---|---|---|---|---|---|
| 1次(n = 25) | 3次(n = 29) | 5次(n = 28) | |||||||
| M | SD | M | SD | M | SD | ||||
| 感知到的竞争 | 6.67 | 3.07 | 8.55 | 1.78 | 10.64 | 2.30 | 17.28 | 0.01 | 0.30 |
| 翰洋手机品牌态度 | 3.95 | 0.81 | 3.34 | 0.88 | 2.69 | 0.56 | 19.33 | 0.001 | 0.33 |
表2广告竞争和产品涉入度对品牌态度影响的描述性统计
| 强势品牌竞争强度 | 低度(重复1次) (n = 46) | 中度(重复3次) (n = 53) | 高度(重复5次) (n = 57) | ||||
|---|---|---|---|---|---|---|---|
| M | SD | M | SD | M | SD | ||
| 弱势品牌态度 | 涉入度高 | 3.65 | 0.86 | 3.94 | 0.71 | 3.46 | 0.61 |
| 涉入度低 | 3.69 | 0.96 | 3.49 | 0.89 | 3.04 | 0.78 | |
表2广告竞争和产品涉入度对品牌态度影响的描述性统计
| 强势品牌竞争强度 | 低度(重复1次) (n = 46) | 中度(重复3次) (n = 53) | 高度(重复5次) (n = 57) | ||||
|---|---|---|---|---|---|---|---|
| M | SD | M | SD | M | SD | ||
| 弱势品牌态度 | 涉入度高 | 3.65 | 0.86 | 3.94 | 0.71 | 3.46 | 0.61 |
| 涉入度低 | 3.69 | 0.96 | 3.49 | 0.89 | 3.04 | 0.78 | |
表3广告竞争和产品涉入度对弱势品牌态度的方差分析
| 因变量 | 变异来源 | df | F | p | η2 |
|---|---|---|---|---|---|
| 弱势品牌态度 | 广告竞争强度 | 2 | 6.71 | 0.00 | 0.08 |
| 涉入程度 | 1 | 5.42 | 0.021 | 0.03 | |
| 广告竞争强度×涉入程度 | 2 | 7.31 | 0.00 | 0.86 |
表3广告竞争和产品涉入度对弱势品牌态度的方差分析
| 因变量 | 变异来源 | df | F | p | η2 |
|---|---|---|---|---|---|
| 弱势品牌态度 | 广告竞争强度 | 2 | 6.71 | 0.00 | 0.08 |
| 涉入程度 | 1 | 5.42 | 0.021 | 0.03 | |
| 广告竞争强度×涉入程度 | 2 | 7.31 | 0.00 | 0.86 |
图2产品涉入度和强势品牌广告竞争强度对于弱势品牌态度的交互作用
图2产品涉入度和强势品牌广告竞争强度对于弱势品牌态度的交互作用表4广告竞争和产品属性相似性对品牌态度影响的描述统计
| 强势品牌广告竞争强度 | 低度(重复1次) (n = 51) | 中度(重复3次) (n = 52) | 高度(重复5次) (n = 48) | ||||
|---|---|---|---|---|---|---|---|
| M | SD | M | SD | M | SD | ||
| 弱势品牌态度 | 相似性高 | 3.37 | 0.78 | 3.19 | 0.95 | 2.92 | 0.75 |
| 相似性低 | 3.73 | 0.63 | 3.46 | 0.89 | 3.10 | 0.78 | |
表4广告竞争和产品属性相似性对品牌态度影响的描述统计
| 强势品牌广告竞争强度 | 低度(重复1次) (n = 51) | 中度(重复3次) (n = 52) | 高度(重复5次) (n = 48) | ||||
|---|---|---|---|---|---|---|---|
| M | SD | M | SD | M | SD | ||
| 弱势品牌态度 | 相似性高 | 3.37 | 0.78 | 3.19 | 0.95 | 2.92 | 0.75 |
| 相似性低 | 3.73 | 0.63 | 3.46 | 0.89 | 3.10 | 0.78 | |
表5广告竞争和产品属性相似性对弱势品牌态度的方差分析
| 因变量 | 变异来源 | df | F | p | η2 |
|---|---|---|---|---|---|
| 品牌态度 | 广告竞争强度 | 2 | 4.21 | 0.017 | 0.05 |
| 相似程度 | 1 | 20.85 | 0.00 | 0.12 | |
| 广告竞争强度×相似程度 | 2 | 5.57 | 0.00 | 0.07 |
表5广告竞争和产品属性相似性对弱势品牌态度的方差分析
| 因变量 | 变异来源 | df | F | p | η2 |
|---|---|---|---|---|---|
| 品牌态度 | 广告竞争强度 | 2 | 4.21 | 0.017 | 0.05 |
| 相似程度 | 1 | 20.85 | 0.00 | 0.12 | |
| 广告竞争强度×相似程度 | 2 | 5.57 | 0.00 | 0.07 |
图3产品相似性和强势品牌广告竞争强度对弱势品牌态度的交互作用
图3产品相似性和强势品牌广告竞争强度对弱势品牌态度的交互作用参考文献 41
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