消費者自我概念與品牌個性一致性對廣告傳播效果的影響研究

Study on the Advertising Effectiveness of Consumer Self-concept and Brand Personality Consistent

喬均(Jun Qiao) ； 禹平紅(Ping-Hong Yu)

《中國廣告學刊》 17期 (2012/03) Pp. 67-89

https://doi.org/10.29986/TJA.201203.0005

摘要

隨著產品日趨向質化，塑造鮮明獨特的品牌個性已成為實行差異化戰略的主要手段之一。品牌個性理論來源於心理學中的人格個性理論，因此本文從消費者自我概念入手，研究自我概念與品牌個性的一致性對廣告效果的影響。從國內外文獻看，對於該問題的研究還很少，其中美國學者Hong、Zinkhan(1991、1995)，對消費者自我概念與廣告效果的關係做過研究。本文在Hong、Zinkhan(1995)研究的基礎上，引入品牌個性概念，研究青年消費者自我概念(SC)與品牌個性(BP)的一致性對廣告效果(AA)的影響，以“賓士Smart”廣告為例。通過對文獻的梳理，筆者建立了研究模型，並提出了研究假設。為了驗證模型中SC與BP的一致性對廣告效果的影響，筆者針對研究假設，以國內外成熟量表為主要依據，設計了調查問卷。為了使研究結論更加科學合理，筆者先對調研問捲進行了預測試，驗證其內容的效度。本研究的重點為實證部分，首先利用小樣本測試對指標進行篩選，得到修正後的量表；接著通過網路以及在南京地區的4S店進行大規模調研，最終得到336份有效樣本。使用統計分析軟體SPSS116.0對收集的資料進行效度檢驗、採用AMOS7.0對資料的效度進行品質分析，為後續的SPPS多元回歸以及AMOS性別多群組分析做準備；最後通過多元回歸對模型以及假設進行檢驗。檢驗結果表明，本研究所提出的假設大部分得到了支持；為了進一步研究，採用AMOS進行性別多群組分析，研究性別對於研究結論的調節作用。本研究的主要結論是：實際自我概念(ASC)與品牌個性的一致性和理想自我概念(ISC)與品牌個性的一致性存在正相關關係；ASC(ISC)與BP的一致性，與廣告效果各維度呈顯著正相關關係。對於廣告記憶以及廣告評估的影響，ASC與BP的一致性要大於ISC與BP的一致性，其中對廣告評估的影響與假設不符；ISC與BP的一致性對購買意願的影響要大於ASC與BP的一致性對購買意願的影響，該假設不成立，原因是中國青年消費者在實際購買時還是比較理性與現實的。從性別角度看，男生ASC與BP的一致性對廣告記憶以及廣告評估的影響，與女生沒有差異；但男生ASC與BP的一致性對購買意願的影響大於女生，這可能是因為男生在決定購買產品的過程中是比較理性的，而女生相對來說比較感性。男生ISC與BP的一致性對廣告記憶以及廣告評估的影響，與女生沒有差異；但女生ISC與BP的一致性對購買意願的影響大於男生。從本文的研究結論可以看出，中美文化差異對於研究結果的影響，因此本文在一定程度上能夠為品牌管理者在廣告經營管理過程中提供一些管理意見。

關鍵字

消費者自我概念 ； 品牌個性 ； 一致性 ； 廣告效果

並列摘要

With the increasing homogenization of products, creating distinctive brand personality has become one of the principal means to implement a unique differentiation strategy. Brand personality theory rooted in the psychology of personality in personality theory. So this paper point of consumer self-concept, to research how the consistency of self-concept and brand personality effects advertising effectiveness. According to the literature, there were few study about the problem, of which American scholars Hong and Zinkhan (1991, 1995) had researched this question. Based on the research of Hong and Zinkhan (1995), this paper leads in the concept of brand personality, to research how the consistency of self-concept of young consumers (SC) and brand personality (BP) impact advertising effectiveness (AA), the ”Mercedes-Benz Smart” advertising as an example. After researching the literature, the author established a research model and proposed hypotheses. In order to verify the model, focus on hypotheses as to the mature scale, the author designed the questionnaires based primarily on maturity scales. In order to make more scientific and reasonable conclusions, the designed questionnaires was pretested to verify the validity of the contents. The major portion of this study is empirical. First, the author used the small sample test to screen indicators, to get the modified scales. Then the author surveyed through the internet and in the 4S stores in Nanjing for large-scale survey. Ultimately we got 336 valid samples. We used the statistical analysis software SPSS16.0 to test the validity of the collect data. The AMOS7.0 was used to examine the validity of the data's quality, preparing for multiple regression of SPPS and the subsequent multi-group analysis of gender AMOS. Finally, we use multiple regression to test hypotheses. The results showed that the majority of our proposed hypothesis was supported. In order to further study, using AMOS's multi-group analysis for gender study the regulation of gender for the conclusion of the study. The following are the main conclusions of this study: the consistency of the actual self-concept (ASC) and brand personality is positively correlated with the consistency of the ideal self-concept (ISC) and brand personality; the consistency of ASC (ISC) and BP was significant positive correlated whit the each dimension of advertisement effectiveness. For the affecting advertise assessment and advertise memory, the consistency of ASC and BP is greater than the consistency of ISC and BP, in witch the impact of advertise assessment does not match with the assumptions. The consistency of ISC and BP impacting on purchase intention is greater than the consistency of ASC and BP. The result is reverse with the assumption. The reason is that Chinese young consumers are more rational and realistic in the actual purchase situation. From the gender perspective, the consistency of ASC and BP of boys memory of advertising and advertising to assess the effects did not differ with the girls; but the consistency of BP boys ASC and the impact on purchase intention than girls, this may be because the boys in the decision the process of purchasing products is more rational, while girls are relatively emotional. ISC and the consistency of BP boys of advertising and advertising assessment of the impact of memory, and the girls did not differ; girls ISC and BP, but the consistency of the impact on purchase intentions than boys. Conclusions from this study can be seen that the results for the study of Sino-US cultural differences impact, this paper can to some extent the brand managers in the advertising business management process to provide some management advice.

並列關鍵字

consumer self-concept ； brand personality ； consistency ； advertising effectiveness

參考文獻

王壘(1998)。人格結構動態分析。心理學報。30(4)，409-417。

喬均、施建軍、楊慧(2008)。論品牌延伸對市場份額和廣告效率的影響。中國工業經濟。2008(9)，98-108。

楊毅、董大海、宋曉兵(2005)。基於傳播視角的廣告效果實證研究。中國工業經濟。2005(1)，118-125。

Aaker, J. L.(1997).Dimensions of Brand Personality.Journal of Marketing Research.24(10),347-356.

Adam, P. H.,Don, S.(1998).The self-concept and image congruence hypothesis: An empirical evaluation in the motor vehicle market.European Journal of Marketing.32(11/12),1110-1123.