品牌对消费者的影响文献翻译.docx
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品牌对消费者的影响文献翻译.docx
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品牌对消费者的影响文献翻译
文翻译之一
Theeffectofbrandpersonalityandbrandidentificationonbrandloyalty:
Applyingthe
theoryofsocialidentification
作者:
CHUNGK.KIM1;DONGCHULHAN;SEUNG-BAEPARK
国籍:
Korea
出处:
JapanesePsychologicalResearch
Abstract:
Thisstudyinvestigatedtheeffectofbrandpersonalityonbrandassetmanagementbyusingtheconceptofconsumers’identificationwithabrand.Thefocuswasononeimportanttypeofhigh-technologyproduct,thecellularphone.Theauthorsdevelopaconceptualframeworktoexplaintheeffectofbrandidentificationonbrandloyalty.Theimportantvariablesofthisframeworkincludetheattractivenessofthebrandpersonality,thedistinctivenessofthebrandpersonality,theself-expressivevalueofthebrandpersonality,positiveword-of-mouthreportsofthebrand,andbrandloyalty.Theempiricalresultsindicatedthattherearepositiverelationshipsbetweenattractiveness,distinctiveness,andself-expressivevalueofbrandpersonality.Theserelationshipshadastatisticallysignificanteffectonconsumers’identificationwithabrand.Furthermore,brandidentificationhadadirecteffectonword-of-mouthreportsandanindirecteffectonbrandloyalty.Thetheoreticalandmanagerialimplicationsoftheempiricalresultsarepresented,andsuggestionsaremaderegardingboththelimitationsofthepresentstudyandfuturedirectionsforresearch.
Keywords:
brandpersonality,word-of-mouthreports,brandloyalty,socialidentification,self-expression.
Researchbackgroundandobjectives
Manycompaniesaretryingtogettargetcustomers’attentionbycreatingadistinctivebrandimagefortheirproducts.IntheUnitedStates,promotionofGeneralMotors’Chevrolettruckemphasizedtheimageof“Likearock,”andthatofCanon’sEOSRebelXcameraemphasizedtheimageofindependence,dynamism,andbrilliancethroughthetennisplayerAndreAgassi.Thesekindsofhumancharacteristicsassociatedwithabrandarecalled“brandpersonality.”
Theimportanceofbrandpersonalitytoconsumers’brandloyaltyandrepurchasing
behaviorhasnotbeenwidelyacknowledged.Onlyafewresearchers,suchasPlummer(1985)andDavidAaker(1996),havepointedouttheimportanceofbrandpersonalityinbuildingcompetitiveadvantageandbrandloyalty.
Inshort,theissuesofwhyandhowbrandpersonalitiesaffectconsumers’brandloyaltyhavenotbeenaddressed.ThestudyreportedhereborrowedthemethodologydevelopedbyAaker(1997)tomeasuresomedimensionsofbrandpersonality.Thispaperpresentsatheoreticalframeworkforunderstandingany
effectsofbrandpersonalityonbrandassetmanagement.Thepaperalsospecifiesconsumers’behaviorsinrespectofword-of-mouthreportsaboutabrand,andbrandloyalty.
Thespecificresearchobjectivesofthisstudywereasfollows.First,itexaminedtheexistenceofbrandpersonalityinthecellularphonemarketinKorea.Furthermore,theresearchshowedthattheself-expressivevalueanddistinctivenessofthebrandinfluencetheattractivenessofabrandpersonality.Second,thisstudyinvestigatedanypossiblelinkagebetweenbrandandconsumerthroughthesocialidentificationtheorydevelopedinsocialpsychology.Theconceptofsocialidentificationrelatestoaperson’ssenseofbelongingtoacertaingroupororganization(Bhattacharya,Rao,
&Glynn,1995;Mael&Ashforth,1992).Third,thisstudyexaminedtheeffectofbrandidentificationonbrandloyaltyandpositiveword-of-mouthreportsaboutthebrand.Themajorresearchsubjectsofourpaperareasfollows:
1.WithwhatkindsofbrandpersonalitiesdoconsumersinKoreaassociatetheircellularphones?
2.Howdoesbrandpersonalityaffectbrandloyalty?
Thelatterisbrokendownintothreeparts:
1.Whichaspectsofbrandpersonalitiesareconnectedtoabrand’sattractiveness,self-expressivevalue,anddistinctiveness?
2.Doestheattractivenessofbrandpersonalitypositivelyaffectthelevelofbrand
identification?
3.Doesbrandidentificationhaveapositiveeffectonthelevelofbrandloyaltyand
word-of-mouthreports?
Thisstudywillbeofinterestbothtobusinessesandacademically.Inthebusiness
world,itisexpectedthattheresultsofstudieslikethepresentonewillbeusedtodevelopstrategiesforcorporateadvertisingandstoredesign.Furthermore,itwillhelpourunderstandingofhowbrandpersonalitymaybeusedtoenhancecustomers’self-expressionandproductdifferentiation.Academically,studiesaboutbrandpersonalityhaveprogressedtoidentifyingdimensionsofbrandpersonality.Beyondsuchidentification,thisstudy,withintheframeworkofsocialidentification,examineshowbrandpersonalityaffectsbrandloyalty.
Literaturereviewandhypotheses
Studiesofbrandpersonality
Howhumanpersonalityaffectsvariousaspectsofconsumerbehaviorhasbeenwidelystudied,butstudiesofbrandpersonalitybeganonlyrecently.Plummer(1985)
studiedhowbrandpersonalityaffectsconsumers’choiceofasoftdrinkwithadistinctivebrandimageintheUnitedStates.Aaker(1996)summarizedtheroleofbrandpersonalityinbuildingupbrandpower,andpointedouttheimportanceofandtheneedforempiricalresearch.Aaker(1997),afterrealizingtheneedforfurtherempiricalresearch,developedanewmeasurementscaleformeasuringbrand
personalityalongfivedimensions,extractedfromherresearch.Thesefivedimensionsweresincerity,excitement,competence,sophistication,andruggedness.
Insocialpsychology,socialidentificationmeansthatapersonidentifieshim/
herselfasamemberofasociety.Anexpressionofidentificationwithanorganizationistreatedasaspecialtypeofsocialidentification(Bhattacharyaetal.,1995;Hogg&
Abrams,1988;Lau,1989;Mael&Ashforth,1992).Socialidentificationimpliesthesenseofbelongingtocertaingroupsororganizations(Ashforth&Mael,1989;Hogg,Hardie,
&Reyrolds,1995).Fournier(1998)hasstudiedhowconsumersidentifythemselves
withbrandsbyusingidiographicanalysis.
Studiesoforganizationalidentificationmaybedividedintwo.First,thereisagroupofstudiesontheantecedentsofidentification.Second,thereisagroupofstudiesontheeffectofgroupidentification.However,allthesestudiesinvestigated
organizationalidentification,notbrandidentification.Inthepaperscitedabove,studiesoftherelationshipbetweenconsumerandbrand(i.e.,consumers’identificationwithabrand)weresuggestedasalikelynextresearchtopic.
Researchhypotheses
Thisstudywasdesignedtotesttheinter-relationshipsbetweensixconstructs.Theconstructshavebeencategorizedintotwogroups.Thefirstgroup(antecedentvariables)comprisestheself-expressivevalueanddistinctivenessofbrandpersonality.Thesecondgroup(outcomevariables)comprisesattractivenessofbrandpersonality,brandidentification,positiveword-of-mouthreports,andbrandloyalty.Themainfocusinthisstudywasonbrandidentification.
First,self-concept,self-consistency,andself-continuityareinterrelated.Thebrandwillbeperceivedasattractivewhenithelpsapersontoexpresshim/herself,andwhenthepersonidentifieswiththebrand(Belk,1988).Aaker(1999)arguedthatabrandisusedforself-expressionandtoreflectself-concept.Whenexpressedproperly,brandpersonalitypositivelyaffectsaconsumer’sattitudetothebrand.Basedontheliteraturereview,itisexpectedthatthegreateraretheself-expressivevalueandthedistinctivenessofthebrandpersonality,themorethebrandpersonalitywillappeal.Therefore,wehavethefollowinghypotheses:
1.Thegreatertheself-expressivevalueandthedistinctivenessofbrandpersonalityare,thegreaterwillbetheattractivenessofthebrandpersonality.
2.Thegreatertheattractivenessofthebrandpersonalityis,themoreconsumerswillidentifywiththatbrand.
Second,weexpectthatthemoreconsumersidentifywiththebrand,themorewillbetheirword-of-mouthreportsandbrandloyalty.Someresearchresultsregardingtheoutcomevariablesofidentificationshowthatthemoreanorganization’smembersidentifywiththeorganization,themoretheyagreewithitsnormsandcooperatewithit.Therefore,weconcludethatbrandidentificationwillpositivelyaffectbrandloyaltyandword-of-mouthreports.Therefore,wehavethefollowingadditionalhypothesis.
3.Themoreconsumersidentifywithabrand,themorewillbetheconsumers’word-of-mouthreportsandbrandloyalty.
Method
Sampleanddatacollection
Sincethisresearchdealtwiththeeffectofbrandidentificationonconsumerbehavior,anyproductcouldbetheobjectofstudyaslongasconsumerscarriedasenseofbrandidentificationinrelationtoit.Thecellularphonewaschosenasthetargetproductforthisempiricalstudy.Whenthedatawerecollectedinlate1999,fivecompanieswerecompetingforthemarketofcellularphonesinKorea.
First,aquestionnairewasdevisedandashortpretestconducted;thequestionnairewasthenrevisedbasedontheresultsofthepretest.Second,180oftherevisedquestionnairesweredistributedtouniversitystudentsinSeoul,Korea.Ofthe150thatwerereturned(aresponserateofapproximately83%),130wereenteredinthefinaldataanalysis(20incompletequestionnaireswereomitted).
Measures
Mostofthemajorvariablesinthisstudyweremeasuredusingmulti-itemfive-pointorseven-pointscalesdevelopedandvalidatedbypreviousresearch.Someappropriatemodificationsweremadetotheitems.
1.Forty-twodimensionsofbrandpersonalityweremeasuredwiththeBrandPersonalityScale(BPS),developedbyAaker(1997).TheBPSemploysafive-pointLikertscale(1being“stronglyagree,”5“stronglydisagree”).
2.Brandidentificationwasmeasuredonasix-item,seven-pointLikertscale(1being
“stronglydisagre
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