导　　师： 黄文彦

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 如何提高目标顾客群体对品牌的忠诚度一直是营销学界和企业管理者关注的重点。而在产品同质化程度日益加深的今天，消费者的品牌态度与购买行为不再单单取决于该品牌所能提供的功能价值，而更多的是受到品牌象征性属性的影响。消费者会通过自我概念与品牌个性的相互比较，选择那些品牌个性符合自我概念的产品，两者的高度契合使得消费者可以借助这种商品维护和彰显自身的自我概念，这种心理上的舒适促使消费者对该品牌抱有积极的态度，而且渴望通过持续的购买来维持这种满意状态，最终形成品牌忠诚。目前，有关消费者自我概念与品牌个性的一致性（简称“自我概念一致性”）对品牌忠诚的影响研究十分有限，而国内对这两者之间的作用机制研究更少。 因此，本研究在吸收前人研究成果的基础上，系统回顾消费者自我概念一致性和品牌忠诚的文献，梳理消费者自我概念一致性与品牌关系质量和品牌忠诚的关系，从消费者自我概念的视角研究品牌忠诚的形成路径，构建了以消费者自我概念一致性为自变量，以品牌关系质量为中介变量，品牌忠诚为因变量的理论模型，并以外显性消费特征突出的服饰领域为例，收集312个国内样本数据对其进行检验和分析。得出以下结论： 1.消费者自我概念一致性对品牌关系质量存在显著正向影响，且理想自我一致性、社会自我一致性、理想社会自我一致性和现实自我一致性对品牌关系质量的影响依次减弱。 2.品牌关系质量正向影响品牌忠诚。当消费者-品牌关系的质量越好，消费者对该品牌的忠诚度就会越高，而且这种忠诚是基于强烈的品牌信任、品牌满意和情感性承诺，具有凸显的态度取向，是真正且持续的忠诚。 本研究一方面拓宽了国内自我概念一致性理论的研究广度，对以往有关自我概念一致性的研究文献起到丰富与发展的作用；同时也为企业开拓了忠诚顾客培养的思路，对企业基于消费者自我概念来进行市场细分，实施有效的品牌营销具有一定指导意义。 How to improve the target customers’ loyalty has been always the focus of attention inboth the marketing research and business administration. Along with the deepening degree ofproduct homogeneity, both consumers' brand attitudes and purchase behavior are not onlydetermined by the functional values that the brand can provide, but also more affected bythose symbolic attributes with the brand. Consumers are willing to choose products bycomparing their self-concept with the brand personality. The highly match between the brandpersonality and consumers’ self-concept enables those consumers to revealand maintain theirown self by buying and using the relevant product. And this kind of psychological comfortprompts consumers to have a positive attitude to the brand, be eager to maintain this state ofsatisfaction through continued buying, which eventually leads to brand loyalty. However, atpresent, the research about the influence of the congruity of consumers’ self-concept andbrand personality /(simply named 'self-concept congruity'/) on brand loyalty are very limited,and the domestic research on the mechanism between these two are even less. Therefore, based on the absorption of the results of previous research, this studysystematically reviewed the self-concept congruity literature and the brand loyalty literature,figuring out the relationships among consumer self-concept congruity, brand relationshipquality and brand loyalty, and constructed an conceptual model about the formation path ofbrand loyalty at the perspective of self-concept, in which self-concept congruity asindependent variables, brand relationship quality as the mediating variable and the brandloyalty as the dependent variable. The model was tested and analyzed using clothing as theproduct stimulus because of its outstanding explicit consumption characteristics in acollection of312domestic sample data. It led to these following conclusions: 1. Four dimensions of the consumer self-concept congruity--ideal self-conceptcongruity, social self-concept congruity, ideal social self-concept congruity and actualself-concept congruity positively impact on brand relationship quality. And these influenceson brand relationship quality are less in turn. 2. Brand relationship quality positively impact on brand loyalty. The greater the qualityof the relationship between consumers and the brand, the higher the brand loyalty will be. And based on the intense brand trust, brand satisfaction and affective commitment, this kindof loyalty has highlighted attitude orientation, therefore, is true and continued loyalty. This study has broadened the research scope of the domestic self-concept congruitytheory, enriching and developing the previous self-concept congruity literature. Meanwhile, italso developed the thoughts of cultivating customer loyalty for enterprises, having somecertain guiding significance for enterprises to segment the market based on consumers'self-concept and implement effective brand marketing activities.

关 键 词： 自我概念一致性 品牌个性 品牌忠诚 品牌关系质量

分 类 号： [F274]

领　　域： [经济管理] [经济管理]