商业研究
商業研究
상업연구
Commercial Research
2013年
8期
99~106
,共null页
解释水平 自我形象一致 品牌信任 品牌忠诚
解釋水平 自我形象一緻 品牌信任 品牌忠誠
해석수평 자아형상일치 품패신임 품패충성
construal-level; self-image congruence; brand trust; brand loyalty
通过构建自我形象一致、品牌信任、解释水平和品牌忠诚的模型,本文发现自我形象一致对品牌忠诚的直接影响不显著,但是会通过情感信任和认知信任间接地影响品牌忠诚;解释水平会调节自我形象一致对品牌信任的影响,高解释水平者自我形象一致对情感信任和认知信任的影响要强于低解释水平者的影响。因此,自我形象一致能够积极影响品牌忠诚。
通過構建自我形象一緻、品牌信任、解釋水平和品牌忠誠的模型,本文髮現自我形象一緻對品牌忠誠的直接影響不顯著,但是會通過情感信任和認知信任間接地影響品牌忠誠;解釋水平會調節自我形象一緻對品牌信任的影響,高解釋水平者自我形象一緻對情感信任和認知信任的影響要彊于低解釋水平者的影響。因此,自我形象一緻能夠積極影響品牌忠誠。
통과구건자아형상일치、품패신임、해석수평화품패충성적모형,본문발현자아형상일치대품패충성적직접영향불현저,단시회통과정감신임화인지신임간접지영향품패충성;해석수평회조절자아형상일치대품패신임적영향,고해석수평자자아형상일치대정감신임화인지신임적영향요강우저해석수평자적영향。인차,자아형상일치능구적겁영향품패충성。
By building a model that includes self-image congruence,brand trust,construal-level and brand loyalty,the paper finds that self-image congruence has no significant direct influence on brand loyalty,but will indirectly influence brand loyalty by affective trust and cognitive trust;construct-level can moderate the influence of self-image congruence on brand trust,the influence of self-image congruence on affective trust and cognitive trust in the group of high construal-level is stronger than the influence in the group of low construal-level.Therefore,self-image congruence can positively influence brand loyalty.
