财经论丛 ›› 2018, Vol. 34 ›› Issue (10): 86-95.

• 工商管理 • 上一篇    下一篇

调节聚焦对老字号品牌激活策略效果的影响——品牌认同的中介效应

刘德文1, 姚山季2   

  1. 1.上海财经大学商学院,上海200433;
    2.南京工业大学经济与管理学院,江苏南京211800
  • 收稿日期:2018-02-05 出版日期:2018-10-10 发布日期:2018-10-10
  • 作者简介:刘德文(1991-),男,安徽芜湖人,上海财经大学商学院博士生;姚山季(1981-),男,安徽定远人,南京工业大学经济与管理学院副教授。
  • 基金资助:
    教育部人文社科基金青年项目(17YJC630199);江苏高校“青蓝工程”中青年学术带头人项目

The Influence of Regulatory Focus on Time-honored Brand Revitalization Strategy Effect——The Mediating Role of Brand Identity

LIU Dewen1, YAO Shanji2   

  1. 1.College of Business, Shanghai University of Finance&Economics, Shanghai 200433, China;
    2.School of Economics and Management, Nanjing Tech University, Nanjing 211800, China
  • Received:2018-02-05 Online:2018-10-10 Published:2018-10-10

摘要: 老化品牌的激活一直是企业实践中的重要问题,采取何种品牌激活策略才能达到最优效果引发了企业和学界的思考。面对不同的品牌激活策略,消费者会产生不同程度的认知反应,并最终对购买意愿产生影响。通过两个实验,本文发现:老字号品牌的怀旧型激活策略较之于创新型激活策略更能够促进消费者的购买意愿,但是会受到调节聚焦的调节效应,并产生匹配效应;品牌认同在品牌激活策略与购买意愿间起中介作用,并且该中介过程亦会受到调节聚焦的调节作用,同样也会产生匹配效应。本文的研究结论不仅深化了老字号品牌的相关研究,而且对老字号品牌的建设工作提供了有价值的借鉴。

关键词: 老字号, 调节聚焦, 品牌认同, 品牌激活

Abstract: Activation of the aging brand has always been an important issue in the practice of enterprises. What kind of brand activation strategy should be adopted to achieve the best results has triggered the thinking of enterprises and academic circles. Faced with different brand activation strategies, consumers will have different degrees of cognitive response, and eventually an impact on the purchase intention will be generated. Through two experiments, this paper finds that nostalgic activation strategy of the time-honored brand is more effective than the innovative activation strategy in promoting consumers' purchase intention, but it will be moderated by the regulatory focus and generate a matching effect, that the brand identity will mediate the effect on brand activation strategy on purchase intention, and moreover, the mediating process is also moderated by regulatory focus and generates a matching effect between brand activation strategies and regulatory focus. The conclusions of this paper not only deepen the related researches of the time-honored brand, but also provide valuable references for the construction of the time-honored brand.

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