软科学
軟科學
연과학
Soft Science
2015年
4期
75~78
,共null页
群体象征性品牌 自我-品牌联结 群体类型 群体认同 群体地位
群體象徵性品牌 自我-品牌聯結 群體類型 群體認同 群體地位
군체상정성품패 자아-품패련결 군체류형 군체인동 군체지위
group associated brand; self-brand connections; group type; group identification; group status
研究探讨了群体类型、群体特征对群体关联性品牌和自我-品牌联结之间关系的影响。结果表明：第一,群体有别。对于内群体,群体关联性品牌会产生更强的自我-品牌联结;外群体却会产生削弱的作用。第二,群体认同较高或群体地位较高时,群体关联性品牌会产生较强的自我品牌联结。
研究探討瞭群體類型、群體特徵對群體關聯性品牌和自我-品牌聯結之間關繫的影響。結果錶明：第一,群體有彆。對于內群體,群體關聯性品牌會產生更彊的自我-品牌聯結;外群體卻會產生削弱的作用。第二,群體認同較高或群體地位較高時,群體關聯性品牌會產生較彊的自我品牌聯結。
연구탐토료군체류형、군체특정대군체관련성품패화자아-품패련결지간관계적영향。결과표명：제일,군체유별。대우내군체,군체관련성품패회산생경강적자아-품패련결;외군체각회산생삭약적작용。제이,군체인동교고혹군체지위교고시,군체관련성품패회산생교강적자아품패련결。
This paper investigates the effect of group types and group characteristics on the relationship between group associated brand and self-brand connection. The result demonstrates that,firstly,when the group is in-group,group associated brand will cause positive self-brand connection,but when the group is out-group,the direction is the opposite. Secondly,when group identification is high or group status is high,group associated brand will cause stronger self-brand connection.
