通过全球消费文化定位改善对品牌的态度:情感的触发作用

IF 1.2 4区 管理学 Q4 BUSINESS
Yuanyuan Cai, Yi Wu, Jiaxun He, Yongxin Liu
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引用次数: 0

摘要

本研究探讨了偶然诱发的接近型(与回避型)情绪如何帮助改善消费者对具有全球消费者文化定位(GCCP)的品牌的态度。此外,我们还证明,与全球消费者文化定位信息有独特联系的以促销为重点的品牌联想会调节这种效应,而当消费者意识到其情绪对判断的潜在影响时,这种效应就会消失。我们进行了四次实验来检验和澄清上述效应。研究结果将情绪作为消费者 GCCP 偏好的一个新的先决条件,从而在理论上做出了贡献。在实践中,这项研究为国际营销人员有效实施 GCCP 战略提供了可操作的指南。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Improving attitudes toward brands with global consumer culture positioning: The triggering role of emotions

This research examines how incidentally evoked approach-oriented (vs. avoidance-oriented) emotions help improve consumer attitudes toward brands with global consumer culture positioning (GCCP). Moreover, we demonstrate that promotion-focused brand associations that are uniquely linked with GCCP messages mediate this effect, while this effect is eliminated when consumers are aware of the potential influence of their emotions on judgment. We conducted four experiments to examine and clarify the above effects. The findings contribute theoretically by introducing emotions as a novel antecedent to consumers' GCCP preferences. Practically, this research provides actionable guidelines for international marketers in effectively implementing GCCP strategies.

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来源期刊
CiteScore
3.40
自引率
13.60%
发文量
41
期刊介绍: The Canadian Journal of Administrative Sciences (CJAS) is a multidisciplinary, peer-reviewed, international quarterly that publishes manuscripts with a strong theoretical foundation. The journal welcomes literature reviews, quantitative and qualitative studies as well as conceptual pieces. CJAS is an ISI-listed journal that publishes papers in all key disciplines of business. CJAS is a particularly suitable home for manuscripts of a crossdisciplinary nature. All papers must state in an explicit and compelling way their unique contribution to advancing theory and/or practice in the administrative sciences.
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