摘要
在品牌犯错频繁发生的今天，这些品牌犯错事件直接破坏消费者与品牌间的关系，导致了企业现有的消费者大量流失，甚至关系企业的未来生存。就此，国内外学者从影响消费者感知的途径以及削弱负面影响的方式等方面进行探讨，虽然取得丰硕的成果，但是较少从文化和认同的角度系统分析认同融合和文化认同能否减轻品牌犯错的影响。
在现有国内外研究成果的基础上，构建在品牌犯错情景下文化认同和认同融合对于消费者心理和行为的研究框架，以手机品牌为例，选取天津地区的学生样本问卷调查，验证不同品牌犯错类型中认同融合、文化认同、品牌免疫力、重新购买意愿和负面口碑之间的关系，深入分析企业有效采取品牌犯错补救措施。针对有效问卷进行分析，主要结论如下：
第一，无论是在损害消费者直接利益的品牌犯错情景中还是损害消费者间接利益的品牌犯错情景中，认同融合对消费者品牌免疫力都存在显着的影响，而文化认同对消费者品牌免疫力不存在影响。不同品牌犯错情景中认同融合与品牌免疫力的函数有差异，损害消费者直接利益的负面事件，相比于损害消费者间接利益的负面事件，消费者的认同融合程度与品牌免疫力的正相关关系更加明显。
第二，无论是在损害消费者直接利益的品牌犯错情景中还是损害消费者间接利益的品牌犯错情景中，文化认同和认同融合对重复购买意愿都存在显着的影响，但是认同融合相比于文化认同，对消费者产生重新购买意愿的影响更为显着。
第三，无论是在损害消费者直接利益的品牌犯错情景中还是损害消费者间接利益的品牌犯错情景中，文化认同和认同融合对于消费者的负面口碑都存在显着的影响，同样认同融合相比于文化认同，对消费者产生负面口碑的影响更为显着。
最后得到结论，认同融合相比较文化认同更加准确预测消费者的心理反应和未来行为的表现。结合中国企业的实际情况，提出若干的企业品牌管理方法和建议，提高企业的长久发展。
关键词：认同融合，文化认同，品牌犯错，品牌免疫力，重新购买意愿，负面口碑
ABSTRACT
As the brand transgressions with the number increasing, brand transgressionsoccurred have directly damage to the relationship between consumer and brand,resulting in a huge loss of existing consumer businesses, or even related to thecompany's future survival. Some domestic and foreign scholars have done research onthe field of the way to influence consumers' perceive and the method of weakeningthe negative aspects. Although scholars have achieved fruitful results, fewer scholaranalysis cultural identity and identity fusion can affect the psychological reaction andbehavioral intention after brand transgressions on the perspective of identity andculture.
On the basis of the existing domestic and foreign research, the paper constructedthe research framework of the effect of cultural identity and identity fusion onconsumer psychology and behavior in different types of brand transgressions, usingthe mobile phone brands as an example, by using the questionnaire survey sample ofstudents in Tianjin, and the paper verified cultural identity, identity fusion, brandimmunity, repurchase intentions and negative word of mouth in different types ofbrand transgressions, in order to more in-depth analysis. In order to achieve theresearch goal valid questionnaires were collected for analysis, the main conclusionsare as follows.
Firstly, whether it is in the brand transgressions of damaging the consumers'direct interests or indirectly interests, identity fusion is proved that it existed asignificant impact on brand immunity, but cultural identity have no impact on thebrand immunity. And it found that the different function of identity fusion and brandimmunity in different types of brand transgressions, and confirmed that when facedwith the brand transgressions of damaging the consumers' direct interests, comparedto brand transgressions damaged the interests of consumers indirectly, the relationshipof identity fusion and brand immunity was more positively-correlated.
Secondly, whether it is in the brand transgressions of damaging the consumers'direct interests or indirectly interests, cultural identity and identity fusion have asignificant impact on repeat purchase intentions. Compared to the cultural identity,identity fusion have more significant influence on repeat purchase intentions.
Thirdly, whether it is in the brand transgressions of damaging the consumers'direct interests or indirectly interests, cultural identity and identity fusion have asignificant impact on negative word-of-mouth. Compared to the cultural identity,identity fusion have more significant influence on negative word-of-mouth.
Finally, the paper concluded that identity fusion can more accurately predict thepsychological reaction and behavioral intentions of consumers. Based on theconclusions and the actual situation of Chinese enterprises, the paper raised a numbermethods and recommendations of corporate brand management in order to enhancethe future development of the corporate brand.
Key words: Identity fusion, Cultural identity, Brand transgressions, Brand immunity,Repurchase intentions, Negative word-of-mouth
目录
第一章 绪论
1.1 研究背景和问题
1.1.1 现实背景与问题提出
1.1.2 理论背景与问题提出
1.2 研究目的与意义
1.2.1 研究理论意义
1.2.2 研究现实意义
1.2.3 研究目标
1.3 研究思路与方法
1.3.1 研究思路
1.3.2 研究方法
第二章 文献综述
2.1 消费者品牌关系
2.1.1 品牌个性
2.1.2 消费者品牌关系
2.2 品牌犯错
2.2.1 品牌犯错的定义
2.2.2 品牌犯错的研究
2.2.3 品牌犯错的分类
2.3 文化认同
2.3.1 文化认同的定义
2.3.2 文化认同的研究
2.3.3 文化认同的分类
2.4 认同融合
2.4.1 认同融合的定义
2.4.2 认同融合的理论基础
2.4.3 认同融合与文化认同的差异
第三章 研究假设
3.1 品牌免疫力
3.2 重复购买意愿
3.3 负面口碑
第四章 研究方法
4.1 实验样本选择
4.2 实验情景设计
4.3 变量的定义和测量
第五章 结果分析
5.1 样本分析
5.2 数据分析的方法
5.3 信度与效度分析
5.4 假设检验
第六章 结束语
6.1 结论讨论
6.2 管理启示
6.3 研究局限
参考文献
致谢
