别有用心还是赤子之心？品牌和行动议题契合对消费者态度的影响
学术
财经
2024-12-19 10:30
上海
别有用心还是赤子之心？品牌和行动议题契合对消费者态度的影响
Is the Motive Ulterior or Pure? The Effect of Brand and Activism Issue Fit on Consumer Attitudes
《外国经济与管理》2024年46卷第12期 页码：119-134 online：2024年12月20日
中：谢升成1 , 卫海英1,2 , 刘福3 , 肖婷文4
英：Xie Shengcheng1 , Wei Haiying1,2 , Liu Fu3 , Xiao Tingwen4
作者单位：1.暨南大学 管理学院, 广东 广州 510632; 2.广州品牌创新发展研究基地, 广东 广州 510000; 3.山东大学 管理学院, 山东 济南 250100; 4.江西财经大学 工商管理学院，江西 南昌 330032
摘要：今天的市场营销正在进入品牌行动主义的新时代，选择合适的行动议题是品牌行动主义策略成功的关键。然而，关于品牌与行动议题契合和消费者态度之间的关系我们知之甚少。本研究借鉴相似性双过程模型，将品牌与行动议题契合归为类别契合和主题契合，并探讨了它们对消费者态度的影响及其心理机制。具体来说，基于一项二手数据研究和两项实验室实验，本研究发现基于主题契合（vs.类别契合）的品牌行动在增强消费者态度方面更有效，该效应的机制是消费者对品牌行动的正义动机纯粹性感知。此外，本研究还发现了消费者损益感知的偏见效应：当消费者感知受损时，他们会质疑品牌行动的正义动机纯粹性，即使品牌表现出更高的亲社会努力；当消费者感知获益时，他们对品牌行动的正义动机纯粹性感知会增强。这些结论不仅丰富了品牌和行动议题契合以及正义动机研究，还为营销人员利用品牌行动主义策略获得积极的消费者态度提供了一系列重要的管理启示。
关键词：品牌和行动议题契合；消费者态度；正义动机纯粹性感知；消费者损益感知
Summary: Nowadays, marketing is entering a new era of brand activism. How to select appropriate activism issues is the key to the success of brand activism strategy. However, little is known about the relationship between brand and activism issue fit and consumer brand attitudes. Drawing on the two-process model of similarity, this paper explores the impact of brand and activism issue fit (taxonomic vs. thematic) on consumer brand attitudes and its psychological mechanism. Specifically, based on secondary data and two laboratory experiments, the study finds that brand activism based on thematic (vs. taxonomic) fit is more effective in improving consumer brand attitudes and the mechanism of this effect is the perceived purity of justice motives of brand activism. This discrepancy in perceived justice motives is affected by the perception of benefit and loss. When consumers perceive losses, they will question the purity of justice motives in brand activism, even if the brand demonstrates higher pro-social efforts; whereas when consumers perceive benefits, it strengthens their perception of the justice motive purity of brand activism. The conclusions not only enrich the research on brand and activism issue fit and justice motives, but also provide a series of significant management implications for marketers to leverage brand activism strategies to obtain consumers’ positive brand attitudes.
Key words: brand and activism issue fit; consumer attitudes; perception of justice motive purity; perception of benefit and loss
DOI：10.16538/j.cnki.fem.20240402.301
收稿日期：2023-10-07
基金项目：国家社会科学基金重点项目（24AGL031）；国家自然科学基金项目（71772077）
