个性消费,还是地位消费——中国人的“面子”如何影响象征型的消费者—品牌关系

被引：25

作者：

王长征

崔楠

机构：

[1] 武汉大学经济与管理学院

来源：

经济管理 | 2011年 / 33卷 / 06期

关键词：

“面子”; 身份匹配; 自我—品牌联结; 个人形象; 社会形象;

D O I：

10.19616/j.cnki.bmj.2011.06.014

中图分类号：

F274 [企业供销管理]; F273.2 [产品管理];

学科分类号：

1201 ; 1202 ; 120202 ;

摘要：

现有研究主要关注和解释了"面子"对中国消费者的地位消费和炫耀消费倾向及其购买行为的影响,而基本上忽视了它对个性消费可能具有的潜在效用。本文重点探讨了在"面子观"和身份匹配观的作用下,个性品牌和地位品牌对消费者的自我—品牌联结的影响。研究结果表明,中国传统文化中的"面子观"和身份匹配观对基于个性和地位等象征意义的消费者—品牌关系(自我—品牌联结)的作用总体上是积极的,但在具体的影响上却是复杂的,甚至是矛盾的。

引用

页码：84 / 90

页数：7

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