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題名：公司形象和產品屬性超越的協同效應：基於刻板印象內容模型
書刊名：心理學報
作者：江紅艷／王海忠／何雲／朱力
作者(外文)：Jiang, Hongyan／Wang, Haizhong／He, Yun／Zhu Li
出版日期：2016
卷期：2016(1)
頁次：95-105
主題關鍵詞：公司形象；產品屬性超越；刻板印象內容模型；感知能力；感知溫情；Corporate image；Product's superior benefits；Stereotype content model；Competent perception；Warmth perception
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:19
由於消費者和品牌之間的關係與人際關係存在許多相似之處,反映人際感知的刻板印象內容模型為品牌感知研究提供了全新的視角。然而,以往研究多關注品牌感知兩大維度——"感知能力"和"感知溫情"二者之間的作用關係,鮮有研究同時基於公司層面和產品層面考察品牌感知不同維度的前因變量及其交互作用機理。鑒於此,本文實驗1考察了公司形象/產品屬性超越的不同維度與"感知能力"和"感知溫情"的對應關係,在此基礎上進一步發現公司形象和產品屬性超越對購買意願的協同效應。具體而言,當公司形象為能力型時,產品享樂性(相對於功能性)屬性超越下消費者的購買意願更高;當公司形象為誠信型時,產品功能性(相對於享樂性)屬性超越下消費者的購買意願更高。而且,品牌贊賞感在上述協同效應中發揮仲介作用。實驗2探究感知風險調節公司形象和產品屬性超越對購買意願的協同影響。文章最後討論了本文的理論貢獻,對企業如何實現公司形象策略和產品屬性策略的協同促進等方面的行銷啟示,以及未來研究方向。
期刊論文
1.Brown, T. J.(1998)。Corporate associations in marketing: antecedents and consequences。Corporate Reputation Review，1(3)，215-233。  new window
2.Klein, Jill、Dawar, Niraj(2004)。Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis。International Journal of Research in Marketing，21(3)，203-217。  new window
3.Chitturi, R.、Raghunathan, R.、Mahajan, V.(2008)。Delight by design: The role of hedonic versus utilitarian benefits。Journal of Marketing，72(3)，48-63。  new window
4.Labroo, Aparna A.、Lee, Angela Y.(2006)。Between two brands: A goal fluency account of brand evaluation。Journal of Marketing Research，43(3)，374-385。  new window
5.Aaker, J. L.、Garbinsky, E. N.、Vohs, K. D.(2012)。Cultivating admiration in brands: Warmth, competence, and landing in the "golden quadrant"。Journal of Consumer Psychology，22(2)，191-194。  new window
6.Aaker, J. L.、Vohs, K. D.、Mogilner, C.(2010)。Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter。Journal of Consumer Research，37(2)，224-237。  new window
7.Fiske, S. T.、Cuddy, A. J. C.、Glick, P.、Xu, J.(2002)。A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition。Journal of Personality and Social Psychology，82(6)，878-902。  new window
8.江紅豔、王海忠、鐘科(2014)。品牌醜聞對國家形象的溢出效應：原產國刻板印象內容的調節作用。商業經濟與管理，2014(6)，55-64。  延伸查詢new window
9.Keller, K. L.、Aaker, D. A.(1998)。The impact of corporate marketing on a company's brand extensions。Journal of Marketing Research，1(4)，356-378。  new window
10.Kervyn, N.、Fiske, S. T.、Malone, C.(2012)。Brands as intentional agents framework: How perceived intentions and ability can map brand perception。Journal of Consumer Psychology，22(2)，166-176。  new window
11.Lim, E. A. C.、Ang, S. H.(2008)。Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning。Journal of Business Research，61(3)，225-232。  new window
12.吳波、李東進、杜立婷(2015)。消費者品牌感知研究--對品牌意圖能動框架的延伸。管理評論，27(2)，87-98。  延伸查詢new window
13.吳錦峰、胥朝陽(2010)。店鋪形象影響零售商權益過程中自有品牌感知品質的調節作用。管理評論，22(8)，56+68-75。  延伸查詢new window
14.許正良、古安偉(2011)。基於關係視角的品牌資產驅動模型研究。中國工業經濟，2011(10)，109-118。  延伸查詢new window
15.Richardson, Paul S.、Dick, Alan S.、Jain, Arun K.(1994)。Extrinsic and intrinsic cue effects on perceptions of store brand quality。Journal of Marketing，58(4)，28-36。  new window
16.Muller, Dominique、Judd, Charles M.、Yzerbyt, Vincent Y.(2005)。When moderation is mediated and mediation is moderated。Journal of Personality and Social Psychology，89(6)，852-863。  new window
17.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。  new window
18.Voss, Kevin E.、Spangenberg, Eric R.、Grohmann, Bianca(2003)。Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude。Journal of Marketing Research，40(3)，310-320。  new window
19.Sweeney, Jillian C.、Soutar, Geoffrey N.(2001)。Consumer Perceived Value: The Development of a Multiple Item Scale。Journal of Retailing，77(2)，203-220。  new window
20.Watson, David、Clark, Lee Anna、Tellegen, Auke(1988)。Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS Scales。Journal of Personality and Social Psychology，54(6)，1063-1070。  new window
21.Casaló, Luis V.、Flavián, Carlos、Guinalíu, Miguel(2010)。Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities。International Journal of Information Management，30(4)，357-367。  new window
22.Ahuvia, Aaron C.(2005)。Beyond the extended self: Loved objects and consumers' identity narratives。Journal of Consumer Research，32(1)，171-184。  new window
23.Gürhan-Canli, Z.、Batra, R.(2004)。When corporate image affects product evaluations: the moderating role of perceived risk。Journal of Marketing Research，41(2)，197-205。  new window
24.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of Advertising Research，32(6)，6-12。  new window
25.Campbell, Margaret C.、Goodstein, Ronald C.(2001)。The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm。Journal of Consumer Research，28(3)，439-449。  new window
26.Preacher, Kristopher J.、Hayes, Andrew F.(2008)。Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models。Behavior Research Methods，40(3)，879-891。  new window
會議論文
1.Albert, N.、Merunka, D.、Valette-Florence, P.(201011)。Passion for the brand and consumer brand relationships。The Australian and New Zealand Marketing Academy Conference。Perth。  new window
2.Oglethorpe, J. E.、Monroe, K. B.(198702)。Risk perception and risk acceptability in consumer behavior: Conceptual issues and an agenda for future research。The meeting of AMA Winter Marketers Educators' Conference。San Antonio, TX。  new window
圖書
1.Cohen, Jacob(1988)。Statistical power analysis for the behavioral sciences。Academic Press。  new window
2.Aiken, Leona S.、West, Stephen G.、Reno, Raymond R.(1991)。Multiple regression: Testing and interpreting interactions。Sage。  new window
圖書論文
1.Dowling, G. R.(1999)。Perceived risk。The elgar companion to consumer research and economic psychology。Cheltenham：Edward Elgar。  new window
2.Fournier, S.(2009)。Lessons learned about consumers' relationships with their brands。Handbook of brand relationships。Armonk, NY：M. E. Sharpe。  new window
 
 
 
 
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