【作者】 黄欣；

【导师】 王长征；

【作者基本信息】 武汉大学 ， 市场营销管理， 2018， 硕士

【摘要】 品牌拟人化是目前各大企业广泛使用的、用以建立消费者与品牌关系的营销手段,随着电视媒体和社交网络的不断发展,企业拟人化的手段也在逐步升级,各大品牌不再局限于将产品或品牌的拟人化仅仅停留在“形似”的层面上,而是开始更多地尝试通过包装、故事或者视频广告等将品牌塑造成“神形兼备”的“真正的人”,且这种拟人化还存在两种不同的倾向,一是仅将品牌拟为具有鲜明个性的独立人格的个体(个人型拟人化),二是通过拟人化赋予品牌某个特定关系角色,重点强调品牌与消费者的亲密关系(关系型拟人化)。但回顾已有研究,现有关于品牌拟人化的研究都是从单一视角出发,要么采取的是个体的视角,将品牌视作独立的、个体的人,要么采取的是关系的视角,将品牌视作拥有关系角色或身份的人,在此基础上探讨品牌拟人化对消费者反应的影响,因而无法解答企业该如何在个人型拟人化和关系型拟人化之间做出更合理、有效的选择这一重要的现实问题。在本研究中率先综合了这两类研究视角,从理论上定义了个人型拟人化和和关系型拟人化这两个概念,并着重探讨和比较了个人型和关系型品牌拟人化这两种不同的拟人化策略对于消费者品牌态度影响的差异,以及自我建构、品牌地位和消费者自恋在这两种拟人化策略的效应中所具有的调节作用。四个实验的研究结果表明,①相比于非拟人化,品牌采取个人型拟人化策略或关系型拟人化策略都能带来更积极的品牌态度;②独立型自我建构消费者对个人型拟人化品牌有更积极的品牌态度,互依型自我建构消费者对关系型拟人化品牌有更积极的品牌态度。③与一般直觉似乎不同的是,高地位品牌采取关系型拟人化(Vs.独立型拟人化)对消费者反应能产生更积极的促进作用;而且,④相对于非自恋型消费者,自恋型消费者会对高地位品牌的关系型拟人化产生更积极的反应。本研究的结论对品牌拟人化的理论研究和企业的品牌拟人化实践都具有重要意义。更多还原

【Abstract】 Brand anthropomorphism is a marketing tool widely used by various enterprises to establish the relationship between consumers and brands.With the continuous development of television media and social networks,the means of anthropomorphism is gradually escalating.Companies do not confined to anthropomorphize the product or brand merely on the level of "likeness",but began to try more to shape the brand into a"real person" with both "mind and shape" through packaging,stories,or video advertisements.Moreover,there are two different trends in this kind of anthropomorphization.One is to design the brand as an individual with distinct brand personality(independent-anthropomorphism),and the other is to assign a specific relationship role to the brand through anthropomorphism,emphasis the close relationship between the brand and consumer(relational-anthropomorphism).However,prior studies of brand anthropomorphism have either taken an individual perspective,treating brand as an independent,individual person,or taken a relational perspective,treating brand as someone who has a relational role or identity,to explore the effect of brand anthropomorphism on consumer response.Therefore,it is impossible to answer how companies should make a more reasonable and effective relationship between personal anthropomorphization and relational personification.In this study,we attempt to synthesize these two perspectives and theoretically defined the two concepts of independent-anthropomorphism and relational-anthropomorphism,and focused on exploring and comparing the differences of effects between independent-and relational-anthropomorphized brand on brand attitude,and the moderating roles of self-construction,narcissism as well as brand status on the effect of the two anthropomorphic strategies.Through four experiments we demonstrated that:① Compared with non-anthropomorphism,the brand adopts individualized anthropomorphizing strategies or relational anthropomorphic strategies can bring more positive brand attitudes;②The independent-self consumers has a better brand attitude towards independent-anthropomorphism brand(vs.relational-anthropomorphism brand)while the interdependent-self consumers has a better brand attitude towards relational-anthropomorphism brand(vs independent-anthropomorphism brand)③Against to general intuition,high-status brands taken a relational-Anthropomorphic strategy(vs.independent-anthropomorphic strategy)can produce more positive brand attitudes;④Moreover,compared with non-narcissistic consumers,the narcissistic consumers will have a more positive attitude towards relational-anthropomorphized brand.The conclusion of this study is of great significance to the theory research on brand anthropomorphism as well as the practice for enterprises.更多还原