【摘要】 采用调研数据,探究了顾客参与个性化定制对品牌资产的影响,比较了功能定制和外观定制的影响路径差异,并分析了产品类别对上述影响的调节作用。研究发现:顾客参与个性化定制能够显著提升品牌资产,其中功能定制通过提升功能偏好契合度进而影响消费者的品牌质量感知,外观定制通过外观偏好契合度帮助消费者表达象征性意义,进而加强自我品牌联系。不同的定制产品类别对两类定制方式的影响作用具有不同的调节作用。更多还原

【Abstract】 Using survey data,this paper explores the influence of individualized customization on brand equity,compares the different effect path of functional customization and aesthetic customization and analyses the moderating role of product category.The result shows as follows:individualized customization significantly enhances brand equity.Functional customization improves perceived brand quality through functional preference fit,aesthetic customization helps consumers to express symbolic meaning,so as to enhance self-brand connection through aesthetic preference fit.Product category,either functional or symbolic,has different moderating effect on the two paths.更多还原