[1]王启万,吴云倩.基于扎根理论的品牌认同形成机制研究[J].常州大学学报(社会科学版),2020,21(03):77-85.[doi:10.3969/j.issn.2095-042X.2020.03.009]
　Wang Qiwan,Wu Yunqian.On the Formation Mechanism of Brand Identity Based on Grounded Theory[J].Journal of Changzhou University(Social Science Edition),2020,21(03):77-85.[doi:10.3969/j.issn.2095-042X.2020.03.009]
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基于扎根理论的品牌认同形成机制研究()
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常州大学学报(社会科学版)[ISSN:2095-042X/CN:32-1821/C]

卷:
第21卷
期数:
2020年03期
页码:
77-85
栏目:
经济·管理学研究
出版日期:
2020-06-20

文章信息/Info

Title:
On the Formation Mechanism of Brand Identity Based on Grounded Theory
作者:
王启万; 吴云倩
Author(s):
Wang Qiwan;  Wu Yunqian
关键词:
品牌认同;  价值认同;  产品形象;  品牌情感;  品牌评价
Keywords:
brand identity;  value identity;  product image;  brand feelings;  brand evaluation
分类号:
F270
DOI:
10.3969/j.issn.2095-042X.2020.03.009
文献标志码:
A
摘要:
运用扎根理论的研究方法,提炼出影响消费者品牌认同的因素,并梳理各影响因素之间的关系,探讨品牌认同的形成机制。研究结果表明:影响品牌认同形成的因素包括品牌个性特质认同、品牌产品价值认同、品牌产品形象认同、品牌感情、品牌评价等。其中,品牌个性特质认同、品牌产品形象认同、品牌公众形象认同是消费者品牌感情形成的基础,与品牌评价密切相关,这五个部分共同作用最终形成消费者品牌认同。
Abstract:
By applying the research method of grounded theory, elements affecting consumers' brand identity are extracted, the relationship among the influencing factors is combed and the formation mechanism of brand identity is explored. The research results show that factors affecting the formation of brand identity include brand personality traits identity, brand product value identity, brand product image identity, brand feelings and brand evaluation. Among them, brand personality traits identity, brand product image identity and brand public image identity are the foundation of the formation of consumers' brand feelings and are closely related to brand evaluation. These five parts work together and form customers' brand feelings eventually.

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备注/Memo

备注/Memo:
作者简介:王启万,管理学博士,常州大学商学院副教授、硕士研究生导师; 吴云倩,常州大学商学院硕士研究生。
基金项目:国家社会科学基金一般项目“中国体育用品品牌生态位构成维度、影响机制及提升对策研究”(16BTY052)。
更新日期/Last Update: 2020-06-30