音乐情感特征与品牌个性的一致性对品牌体验的影响研究
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- 英文论文题名：Research on Influence of Music Emotion Feature and Brand Personality on Brand Experience
- 论文作者：侯建荣 ; 刘益 ; 郑嘉昊
- 英文论文作者：HOU Jian-rong ; LIU yi ; ZHEN Jia-nao ; Depatment of Marketing ; Antai College of Economics and Management ; Shanghai Jiao Tong University
- 年：2016
- 作者机构：上海交通大学安泰经济与管理学院市场营销系;
- 论文关键词：音乐情感特征 ; 品牌个性 ; 一致性 ; 品牌体验
- 英文论文关键词：music emotion features ; brand personality ; consistency ; brand experience
- 会议召开时间：2016-11-12
- 会议录名称：第十八届中国管理科学学术年会论文集
- 英文会议录名称：Proceedings of the 18th Chinese Annual Conference on Management Science
- 语种：中文
- 分类号：F273.2
- 学会代码：ZHYJ
- 会议名称：第十八届中国管理科学学术年会
- 会议地点：中国陕西西安
- 主办单位：中国优选法统筹法与经济数学研究会、西安交通大学、中国科学院科技战略咨询研究院、《中国管理科学》编辑部
- 学会名称：中国优选法统筹法与经济数学研究会
- 页数：8
- 文件大小：639k
- 原文格式：O
- 会议级别：全国
摘要
针对当前品牌体验活动中所存在的同质化问题,本研究首次将音乐情感特征与品牌个性的一致性纳入到品牌体验的研究中,拓展了新市场竞争环境下品牌体验研究的内容。通过建立研究模型和理论假设,本文以"佳能,,与"苹果"为研究对象,就消费者的音乐情感特征和品牌个性的一致性对品牌体验的影响开展实验研究。本研究结论表明:(1)音乐情感体验与品牌个性的一致性程度越高,对品牌体验的正向影响越大;(2)相对于功能性品牌,这种正向影响对于代表性品牌来说显著。本研究结果对于企业品牌管理工作有重要的实践指导意义。
In view of the current homogenization problems of brand experience,for the first time consistency of music emotion features and brand personality is taken into account in the study of brand experience to expand brand experience content under the new market competition environment.Through the establishment of study model and theoretical hypothesis,we take the "Canon" and "apple" as the examples to carry out experimental research on the influence of the consistency of music emotion features and brand personality on brand experience.The conclusion shows that;(1)the higher degree of consistency of the music emotion experience and brand personality,the greater positive effect on brand experience;(2) with respect to the functional brand,this kind of positive effect for representative brand is more significant.The results of this study are of great important practical guidance for enterprise brand management.
In view of the current homogenization problems of brand experience,for the first time consistency of music emotion features and brand personality is taken into account in the study of brand experience to expand brand experience content under the new market competition environment.Through the establishment of study model and theoretical hypothesis,we take the "Canon" and "apple" as the examples to carry out experimental research on the influence of the consistency of music emotion features and brand personality on brand experience.The conclusion shows that;(1)the higher degree of consistency of the music emotion experience and brand personality,the greater positive effect on brand experience;(2) with respect to the functional brand,this kind of positive effect for representative brand is more significant.The results of this study are of great important practical guidance for enterprise brand management.
引文
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[2]Pine B J,Gilmore.J.H.Welcome to the experience economy[J].Harvard Business Review,1998,76(4):96-105.
[3]Keller K L.Conceptualizing,Measuring,and Managing Customer-Based Brand Equity[J]Journal of Marketing,1993,57(1):1-22.
[4]Stephanie M,Rene A.Frank H,et al.The impact of brand personality and customer satisfaction on customer"s loyalty:Theoretical Approach and Findings of a Causal Analytical Study in the section of Internet Service Providers[J].Electronic Markets,2010,13(4):294-308.
[5]Caparara G V.Barbaranelli B Brand personality:How to make the metaphor fit?[J].Journal of Economic Psychology,2001,22(3):377-395.
[6]Kellaris J J,Kent R J.The influence of music on consumers'temporal perceptions:Does time fly when you're having fun?[J].Journal of Consumer Psychology,1992,1(4):365-376.
[7]Boltz M G.Effects of event structure on retrospective duration judgments perception and performance[J].Psychology of Music.1995,24(4):1087-1104.
[8]MacInnis D J,Stayman D M.Focal and emotional integration;constructs,measures and preliminary evidence[J].Journal of Advertising,1993,22(4):51-66.
[9]Drews D R,Vaughn D B.,Anfiteatro A.Beer consumption as a function of music and the presence of others[J].Journal of the Pennsylvania Academy of Science,1992,65:134-136.
[10]Gue guen N.Jacob C,Le Guellec H.Sound level of background music and consumer behavior:an empirical evaluation[J].Perceptual and Motor Skills,2004,99:34-38.
[11]Jacob C L.Styles of background music and consumption in a bar:An empirical evaluation[J].International Journal of Hospitality Management,2006,25(4):716-720.
[12]Unnava H R.Burnkrant E.An imagery-processing view of the role of pictures in print advertisements[J],Journal of Marketing Research,1991,28(2):226-231.
[13]Chernatony L McWilliams G.The varying nature of brands as assets-theory and practice compared[J].International Journal of Advertising.1989,8(4):339-349.
[14]Aaker J L.Measuring brand equity across products and markets[J].California Management Review,1997,38(3):102-120.
[15]施密特.体验营销:如何增强公司及品牌的亲和力[M].北京:清华大学出版社,2004.
[16]Sirgy M J.Self-concept in consumer behavior:A critical review[J].Journal of Consumer Rresearch.1982,9(2):287-300.
[17]Mano H,Oliver R L.Assessing the dimensionality and structure of the consumption experience:evaluation,feeling,and satisfaction[J].Journal of Consumer Research.1993,20(3):451-466.