品牌越强大消费者越支持?——品牌竞争中的消费者保持平衡心理与优胜者反感心理
Are Consumers More Supportive of Stronger Brand?—The Influence of Balance Maintenance and Topdog Antipathy
晋向东 1范秀成 2宋文豪 3刘建新 4孔繁昌 5王敏 6袁靖波7
作者信息
- 1. 华中师范大学经济与工商管理学院,武汉 430079;复旦大学管理学院,上海 200433
- 2. 复旦大学管理学院,上海 200433
- 3. 上海海事大学经济管理学院,上海 200135
- 4. 西南大学经济管理学院,重庆 400715
- 5. 华中师范大学心理学院,武汉 430079
- 6. 华中师范大学经济与工商管理学院,武汉 430079
- 7. 深圳大学管理学院,深圳 518057
- 折叠
摘要
强弱品牌广告竞争是非常常见的现象,弱势品牌有时采用劣势者广告定位策略.当前对于广告竞争情境下弱势品牌采用劣势者广告定位策略的研究处于空白,其效果及作用机制依然未知.本研究聚焦于广告竞争强度对弱势品牌劣势者广告定位策略的影响效果及背后的中介机制和调节机制.三个实验的结果显示,随着广告竞争强度提高,消费者对采用劣势者广告定位策略的弱势品牌的购买意向不断提高,消费者广告同理心、保持平衡心理、优胜者反感心理具有链式中介作用,消费者权力距离信念具有调节作用.本研究揭示了强弱品牌广告竞争中弱势品牌采用劣势者广告定位策略的作用机制,包括竞争情境下弱势品牌劣势者广告定位策略的中介机制和调节机制,具有较大的理论价值和实践价值.
Abstract
Advertising competition between strong and weak brands is a very common phenomenon.Weak brands sometimes adopt under-dog advertising positioning strategies.Current research on weak brands adopting underdog advertising positioning strategies in advertising competition situations is in blank,and such strategies'effects and mechanisms are still unknown.This study focuses on the impact of ad-vertising competition intensity on the underdog positioning advertising strategy of weak brands,and the mediating and moderating mecha-nisms underlying the impact.The results of three experiments show that as the intensity of advertising competition increases,consumers'purchase intention for weak brands that adopt the underdog advertising positioning strategy continues to increase.Consumers'advertising empathy,balance maintenance and topdog antipathy,have a chain of mediating effects and consumer power distance beliefs have a mod-erating effect.This study reveals the mechanism of the underdog advertising positioning strategy adopted by weak brands in the advertising competition between strong and weak brands,including the mediating and moderating mechanisms of weak brands'underdog advertising positioning strategy in the competitive situation,which has great theoretical and practical value.
关键词
劣势者效应/保持平衡心理/优胜者反感/权力距离信念Key words
underdog positioning advertising/balance maintenance/topdog antipathy/power belief distance引用本文复制引用
出版年
2024
NETL
NSTL
万方数据