From easy to known: How fluent brand processing fosters self-brand connection

Devon DelVecchio, William J. Jones, Lee Baugh
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Abstract

In most marketplaces, brands face fierce competition. Those that are adopted into consumers' self-concepts in the form of a strong self-brand connection reap myriad benefits including more positive evaluations, increased purchase intentions, and greater customer loyalty. This research tests the premise that the processing fluency of two prominent branding elements, brand name and logo, may promote self-brand connection. A series of three studies indicates that processing fluency, prompted either through repeated exposure to a logo (Study 1) or more easily processed brand names (Studies 2 and 3), is associated with a stronger self-brand connection. Evidence across the studies supports that the sense of brand familiarity stemming from fluent assessment promotes narrative processes in which the brand is connected to aspects of one's life and that such narrative processing, in turn, leads to the formation of stronger self-brand connections. Further, such evidence is provided via direct measures of self-brand connections, investigation of consumers brand narratives, and hemostatic brain response as measured via functional magnetic resonance imaging.
从易到知:流畅的品牌处理如何促进自我品牌联系
在大多数市场中,品牌都面临着激烈的竞争。那些被消费者以强烈的自我品牌联系形式纳入自我概念的品牌会获得无数好处,包括更积极的评价、更高的购买意向和更高的客户忠诚度。本研究检验了品牌名称和标识这两个突出的品牌元素的处理流畅度可能促进自我品牌联系的前提。一系列的三项研究表明,通过反复接触徽标(研究 1)或更容易处理的品牌名称(研究 2 和 3)而产生的处理流畅性与更强的自我品牌联系相关。这些研究的证据表明,流畅的评估带来的品牌熟悉感促进了叙事过程,在叙事过程中,品牌与个人生活的方方面面联系在一起,而这种叙事过程反过来又会导致形成更强的自我品牌联系。此外,通过对自我品牌联系的直接测量、对消费者品牌叙述的调查以及通过功能性磁共振成像测量的止血脑反应,也提供了此类证据。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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