能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

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朱振中¹(

), 刘福¹, Haipeng (Allan) Chen²(

)

¹ 山东理工大学管理学院, 淄博 255000
² Gatton School of Business and Economics, University of Kentucky, Lexington KY 40506, United States

收稿日期:2019-05-13出版日期:2020-03-25发布日期:2020-01-18
通讯作者:朱振中,Haipeng (Allan) ChenE-mail:zhzz@sdut.edu.cn;allanchen@uky.edu

Warmth or competence? The influence of advertising appeal and self-construal on consumer-brand identification and purchase intention

ZHU Zhenzhong¹(

), LIU Fu¹, Haipeng (Allan) Chen²(

)

¹ Business School, Shandong University of Technology, Zibo 255000, China
² Gatton School of Business and Economics, University of Kentucky, Lexington KY 40506, United States

Received:2019-05-13Online:2020-03-25Published:2020-01-18
Contact:ZHU Zhenzhong,Haipeng (Allan) Chen E-mail:zhzz@sdut.edu.cn;allanchen@uky.edu

摘要/Abstract

摘要： 基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。

图/表 7

图1研究框架

图2自我建构与广告诉求对品牌认同的交互效应：实验1

图3自我建构与广告诉求对品牌认同的交互效应：实验2

图4自我建构与广告诉求对购买意向的交互效应：实验2

图5有调节的中介效应：实验2

图6因果链中介效应：实验2

图7因果链中介效应：实验3

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