今天的市场营销正在进入品牌行动主义的新时代,选择合适的行动议题是品牌行动主义策略成功的关键。然而,关于品牌与行动议题契合和消费者态度之间的关系我们知之甚少。本研究借鉴相似性双过程模型,将品牌与行动议题契合归为类别契合和主题契合,并探讨了它们对消费者态度的影响及其心理机制。具体来说,基于一项二手数据研究和两项实验室实验,本研究发现基于主题契合(vs.类别契合)的品牌行动在增强消费者态度方面更有效,该效应的机制是消费者对品牌行动的正义动机纯粹性感知。此外,本研究还发现了消费者损益感知的偏见效应:当消费者感知受损时,他们会质疑品牌行动的正义动机纯粹性,即使品牌表现出更高的亲社会努力;当消费者感知获益时,他们对品牌行动的正义动机纯粹性感知会增强。这些结论不仅丰富了品牌和行动议题契合以及正义动机研究,还为营销人员利用品牌行动主义策略获得积极的消费者态度提供了一系列重要的管理启示。
别有用心还是赤子之心?品牌和行动议题契合对消费者态度的影响
摘要
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引用本文
谢升成, 卫海英, 刘福, 等. 别有用心还是赤子之心?品牌和行动议题契合对消费者态度的影响[J]. 外国经济与管理, 2024, 46(12): 119-134.
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