自我品牌联系对消费者对符号不一致和感知背叛的反应的影响

IF 8.6 2区 管理学 Q1 BUSINESS
Eda Sayin, Zeynep Gürhan-Canlı
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引用次数: 0

摘要

这项研究提供了令人信服的证据,表明消费者对象征性不一致的品牌行为的反应取决于他们的自我品牌联系水平。该研究挑战了 "高自我品牌联系是品牌的保护伞 "这一传统观点,揭示了自我品牌联系较高(相对于较低)的消费者对象征性不一致的品牌行为反应更为消极,因为他们觉得被品牌背叛了。研究结果表明,当品牌行为的象征意义与品牌的既定意义不一致时,消费者会产生被背叛的感觉。消费者的这种反应模式在四项实验研究中是一致的,这些研究涉及来自不同国家(包括美国、英国和西班牙)的 563 个样本,并使用了不同的产品类别。研究结果一致表明,自我品牌关联度高的个体会表现出更高的负面口碑传播意向,同时在背叛感的驱使下,他们的品牌态度和购买意向也会下降。对于自我提升需求较高的消费者来说,这种效应会进一步加剧。值得注意的是,以往关于背叛感的文献通常将背叛感与更严重的违法行为和具有不道德内涵的行为联系起来。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal

The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal

This research provides compelling evidence that consumer reactions toward symbolically incongruent brand behaviors depend on their level of self-brand connection. It challenges the conventional belief that high self-brand connection works as a protecting shield for brands and reveals that consumers with higher (vs. lower) self-brand connection react more negatively toward symbolically incongruent brand behaviors because they feel betrayed by the brand. The results unveil that a sense of betrayal can be incited, when a brand's behavior is symbolically incongruent with its established meaning. This pattern of consumer responses is consistent across four experimental studies, which involved a diverse sample of 563 participants from different countries, including the United States, the United Kingdom, and Spain and used various product categories. The results consistently show that individuals with high self-brand connection display an increased intention to engage in negative word of mouth, along with a decline in their brand attitudes and purchase intentions, driven by feelings of betrayal. This effect is further intensified for consumers with higher self-enhancement need. It is worth noting that prior literature on betrayal has often linked such feelings to more significant transgressions and behaviors with immoral connotations.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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