品牌越强大消费者越支持？——品牌竞争中的消费者保持平衡心理与优胜者反感心理

管理评论 ›› 2024, Vol. 36 ›› Issue (11): 144-155.

• 市场营销 • 上一篇

品牌越强大消费者越支持？——品牌竞争中的消费者保持平衡心理与优胜者反感心理

晋向东^1,2, 范秀成², 宋文豪³, 刘建新⁴, 孔繁昌⁵, 王敏¹, 袁靖波⁶

1. 华中师范大学经济与工商管理学院, 武汉 430079;
2. 复旦大学管理学院, 上海 200433;
3. 上海海事大学经济管理学院, 上海 200135;
4. 西南大学经济管理学院, 重庆 400715;
5. 华中师范大学心理学院, 武汉 430079;
6. 深圳大学管理学院, 深圳 518057

收稿日期:2022-10-10 发布日期:2024-12-09
作者简介:晋向东,华中师范大学经济与工商管理学院副教授,复旦大学管理学院博士后,硕士生导师,博士;范秀成,复旦大学管理学院教授,博士生导师,博士;宋文豪,上海海事大学经济管理学院副教授,硕士生导师,博士;刘建新,西南大学经济管理学院副教授,硕士生导师,博士;孔繁昌,华中师范大学心理学院副教授,硕士生导师,博士;王敏,华中师范大学经济与工商管理学院硕士研究生;袁靖波(通讯作者),深圳大学管理学院副教授,硕士生导师,博士。
基金资助:
国家自然科学基金项目（71972082；71832002；72371114）；中国博士后科学基金项目（2021T1045；2019M651405）；中央高校基本科研业务费资助项目（CCNU24ZZ061）。

Are Consumers More Supportive of Stronger Brand?—The Influence of Balance Maintenance and Topdog Antipathy

Jin Xiangdong^1,2, Fan Xiucheng², Song Wenhao³, Liu Jianxin⁴, Kong Fanchang⁵, Wang Min¹, Yuan Jingbo⁶

1. School of Economics and Business Administration, Central China Normal University, Wuhan 430079;
2. School of Management, Fudan University, Shanghai 200433;
3. School of Economics and Management, Shanghai Maritime University, Shanghai 200135;
4. School of Economics and Management, Southwest University, Chongqing 400715;
5. School of Psychology, Central China Normal University, Wuhan 430079;
6. College of Management, Shenzhen University, Shenzhen 518057

Received:2022-10-10 Published:2024-12-09

摘要/Abstract

摘要： 强弱品牌广告竞争是非常常见的现象，弱势品牌有时采用劣势者广告定位策略。当前对于广告竞争情境下弱势品牌采用劣势者广告定位策略的研究处于空白，其效果及作用机制依然未知。本研究聚焦于广告竞争强度对弱势品牌劣势者广告定位策略的影响效果及背后的中介机制和调节机制。三个实验的结果显示，随着广告竞争强度提高，消费者对采用劣势者广告定位策略的弱势品牌的购买意向不断提高，消费者广告同理心、保持平衡心理、优胜者反感心理具有链式中介作用，消费者权力距离信念具有调节作用。本研究揭示了强弱品牌广告竞争中弱势品牌采用劣势者广告定位策略的作用机制，包括竞争情境下弱势品牌劣势者广告定位策略的中介机制和调节机制，具有较大的理论价值和实践价值。

关键词: 劣势者效应, 保持平衡心理, 优胜者反感, 权力距离信念

Abstract: Advertising competition between strong and weak brands is a very common phenomenon. Weak brands sometimes adopt underdog advertising positioning strategies. Current research on weak brands adopting underdog advertising positioning strategies in advertising competition situations is in blank, and such strategies’ effects and mechanisms are still unknown. This study focuses on the impact of advertising competition intensity on the underdog positioning advertising strategy of weak brands, and the mediating and moderating mechanisms underlying the impact. The results of three experiments show that as the intensity of advertising competition increases, consumers’ purchase intention for weak brands that adopt the underdog advertising positioning strategy continues to increase. Consumers’ advertising empathy, balance maintenance and topdog antipathy, have a chain of mediating effects and consumer power distance beliefs have a moderating effect. This study reveals the mechanism of the underdog advertising positioning strategy adopted by weak brands in the advertising competition between strong and weak brands, including the mediating and moderating mechanisms of weak brands’ underdog advertising positioning strategy in the competitive situation, which has great theoretical and practical value.

Key words: underdog positioning advertising, balance maintenance, topdog antipathy, power belief distance

晋向东, 范秀成, 宋文豪, 刘建新, 孔繁昌, 王敏, 袁靖波. 品牌越强大消费者越支持？——品牌竞争中的消费者保持平衡心理与优胜者反感心理[J]. 管理评论, 2024, 36(11): 144-155.

Jin Xiangdong, Fan Xiucheng, Song Wenhao, Liu Jianxin, Kong Fanchang, Wang Min, Yuan Jingbo. Are Consumers More Supportive of Stronger Brand?—The Influence of Balance Maintenance and Topdog Antipathy[J]. Management Review, 2024, 36(11): 144-155.

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品牌越强大消费者越支持？——品牌竞争中的消费者保持平衡心理与优胜者反感心理

Are Consumers More Supportive of Stronger Brand?—The Influence of Balance Maintenance and Topdog Antipathy

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