网络服务场景中的品牌身份塑造——对一家独立设计师网店双重品牌叙事的质性研究

摘要/Abstract

摘要： 本文聚焦以文化和审美为根本价值的设计师品牌，探讨其在网络零售中如何塑造品牌身份，并通过在网店虚拟空间中常态化地整合“真人”在场感，使品牌身份稳定地落地在顾客心中，成为与企业初衷一致的品牌形象。通过对独立设计师品牌DW的质性研究，本文发现，在缺乏与顾客面对面接触的网络服务场景中，品牌可通过以产品和设计师为焦点的双重叙事，交叉互构地演绎出鲜明独特的品牌气质，并使之成为品牌身份的差异化标志。本文提出了在虚拟零售空间塑造以品牌气质为主导特色的设计师品牌的机理过程模型，揭示设计师的创意掌控是持续维护品牌气质并引发顾客共鸣的关键。本研究对解决网络零售场景中传递复杂品牌信息、与调性相投的顾客建立深度联结的问题具有重要意义。

Abstract: This study focuses on designer brands rooted in cultural and aesthetic values, exploring how they construct brand identity in online retail and stabilize it in customers’ minds by consistently integrating a sense of “human presence” into their digital storefronts, thereby aligning the brand image with the company’s original vision. Through a qualitative study of the independent designer brand DW, this paper reveals that in e-servicecapes where face-to-face interactions are absent, brands can interweave dual narratives centered on products and designers, cultivating a unique brand aura that serves as a differentiating marker of brand identity. This study proposes a theoretical framework that explains the mechanisms of shaping designer brands with a unique aura in online retail, highlighting the critical role of designer’s creative control in maintaining this aura and resonating with customers. The findings of this study provide valuable insights into overcoming key challenges in online retail, such as conveying complex brand messages and fostering deep connections with like-minded customers.

王娴, 刘茜, 李飞. 网络服务场景中的品牌身份塑造——对一家独立设计师网店双重品牌叙事的质性研究[J]. 管理评论, 2026, 38(8): 175-187.

Wang Xian, Liu Xi, Li Fei. Brand Identity Construction in E-servicescapes—A Qualitative Study of the Dual Brand Narrative of an Independent Designer’s Online Store[J]. Management Review, 2026, 38(8): 175-187.

参考文献

[1] Court D., Elzinga D., Mulder S., et al. The Consumer Decision Journey[J]. McKinsey Quarterly, 2009,3(3):96-107
[2] Bitner M. J. Servicescapes: The Impact of Physical Surroundings on Customers and Employees[J]. Journal of Marketing, 1992,56(2):57-71
[3] Ballantyne D., Nilsson E. All That Is Solid Melts into Air: The Servicescape in Digital Service Space[J]. Journal of Services Marketing, 2017,31(3):226-235
[4] Harris L. C., Goode M. M. H. Online Servicescapes, Trust, and Purchase Intentions[J]. Journal of Services Marketing, 2010,24(3):230-243
[5] Dion D., Arnould E. Retail Luxury Strategy: Assembling Charisma through Art and Magic[J]. Journal of Retailing, 2011,87(4):502-520
[6] 李飞,李达军,李纯青,等. “小而美”的营销神话——基于环意国际旅行社的案例研究[J]. 南开管理评论, 2018,21(6):131-141 Li F., Li D. J., Li C. Q., et al. “Small and Beautiful” Marketing Myth: A Case of Huanyi International Travel Agent[J]. Nankai Business Review, 2018,21(6):131-141
[7] Booms B. H., Bitner M. J. Marketing Strategies and Organization Structures for Service Firms[M] //Donnelly J. H., George W. R. (Eds.) Marketing of Services. Chicago, IL: American Marketing Association, 1981
[8] Rosenbaum M. S., Massiah C. An Expanded Servicescape Perspective[J]. Journal of Service Management, 2011,22(4):471-490
[9] Argo J. J., Dahl D. W. Social Influence in the Retail Context: A Contemporary Review of the Literature[J]. Journal of Retailing, 2020,96(1):25-39
[10] Price L. L., Arnould E. J. Commercial Friendships: Service Provider-client Relationships in Context[J]. Journal of Marketing, 1999,63(4):38-56
[11] Escalas J. E., Bettman J. R. Connecting with Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging[J]. Journal of Advertising, 2017,46(2):297-308
[12] Vilnai-Yavetz I., Rafaeli A. Aesthetics and Professionalism of Virtual Servicescapes[J]. Journal of Service Research, 2006,8(3):245-259
[13] Jeong M., Oh H., Gregoire M. Conceptualizing Web Site Quality and Its Consequences in the Lodging Industry[J]. International Journal of Hospitality Management, 2003,22(2):161-175
[14] Eroglu S. A., Machleit K. A., Davis L. M. Atmospheric Qualities of Online Retailing: A Conceptual Model and Implications[J]. Journal of Business Research, 2001,54(2):177-184
[15] Schroll R., Schnurr B., Grewal D. Humanizing Products with Handwritten Typefaces[J]. Journal of Consumer Research, 2018,45(3):648-672
[16] 赵宏霞,王新海,周宝刚. B2C网络购物中在线互动及临场感与消费者信任研究[J]. 管理评论, 2015,27(2):43-54 Zhao H. X., Wang X. H., Zhou B. G. Relationship among Interaction, Presence and Consumer Trust in B2C Online Shopping[J]. Management Review, 2015,27(2):43-54
[17] Fleck N., Michel G., Zeitoun V. Brand Personification through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising[J]. Psychology & Marketing, 2014,31(1):84-92
[18] Hjelmgren D. Creating a Compelling Brand Meaning by Orchestrating Stories: The Case of Scandinavia's Largest Department Store[J]. Journal of Retailing and Consumer Services, 2016,32:210-217
[19] Aaker D. A. Building Strong Brands[M]. New York: Free Press, 1996
[20] da Silveira C., Lages C., Simões C. Reconceptualizing Brand Identity in a Dynamic Environment[J]. Journal of Business Research, 2013,66(1):28-36
[21] Kapferer J. The New Strategic Brand Management Creating and Sustaining Brand Equity Long Term[M]. London: Kogan Page, 2008
[22] Alexander N. Brand Authentication: Creating and Maintaining Brand Auras[J]. European Journal of Marketing, 2009,43(3/4):551-562
[23] Benjamin W. The Work of Art in the Age of Mechanical Reproduction[M] //Arendt H. (Ed.) Illuminations. New York: Harcourt, Brace & World, 1968
[24] Carducci V. The Aura of the Brand[J]. Radical Society, 2003,30(3-4):39-50
[25] Björkman I. Aura: Aesthetic Business Creativity[J]. Consumption Markets & Culture, 2002,5(1):69-78
[26] Kozinets R. V., Sherry J. F., DeBerry-Spence B., et al. Themed Flagship Brand Stores in the New Millennium: Theory, Practice, Prospects[J]. Journal of Retailing, 2002,78(1):17-29
[27] Borghini S., Diamond N., Kozinets R. V., et al. Why Are Themed Brandstores so Powerful? Retail Brand Ideology at American Girl Place[J]. Journal of Retailing, 2009,85(3):363-375
[28] Joy A., Wang J. J., Chan T. S., et al. M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions[J]. Journal of Retailing, 2014,90(3):347-364
[29] 汪涛,周玲,彭传新,等. 讲故事塑品牌: 建构和传播故事的品牌叙事理论——基于达芙妮品牌的案例研究[J]. 管理世界, 2011,(3):112-123 Wang T., Zhou L., Peng C. X., et al. Branding through Storytelling: Brand Narrativing Theory Which Is Composed of Story Constructing and Story Communicating[J]. Journal of Management World, 2011,(3):112-123
[30] Zinkhan G. M., Delorme D. E. Riessman C. Narrative Analysis[J]. Journal of Marketing, 1995,59(3):99-101
[31] Brown A. D. A Narrative Approach to Collective Identities[J]. Journal of Management Studies, 2006,43(4):731-753
[32] Glaser M., Reisinger H. Don't Lose Your Product in Story Translation: How Product-Story Link in Narrative Advertisements Increases Persuasion[J]. Journal of Advertising, 2022,51(2):188-205
[33] 陈香,郭锐,Cheng Lu Wang,等. 残缺的力量——励志品牌故事人设健全性对消费者品牌偏好的影响[J]. 南开管理评论, 2019,22(6):4-15 Chen X., Guo R., Wang C. L., et al. The Power of Incompleteness! The Influence of Physical Soundness of the Character in Inspirational Brand Story on Brand Preference[J]. Nankai Business Review, 2019,22(6):4-15
[34] Boje D. M. The Storytelling Organization: A Study of Story Performance in an Office-Supply Firm[J]. Administrative Science Quarterly, 1991,36(1):106-126
[35] Thompson C. J. Marketplace Mythology and Discourses of Power[J]. Journal of Consumer Research, 2004,31(1):162-180
[36] McGrath M. A., Sherry J. F., Diamond N. Discordant Retail Brand Ideology in the House of Barbie[J]. Qualitative Market Research: An International Journal, 2013,16(1):12-37
[37] Brown S., Stevens L., Maclaran P. Epic Aspects of Retail Encounters: The Iliad of Hollister[J]. Journal of Retailing, 2018,94(1):58-72
[38] Yin R. K. Case Study Research: Design and Methods[M]. Thousand Oaks: Sage Publications, 2009
[39] Kozinets R., Patterson A., Ashman R. Networks of Desire: How Technology Increases Our Passion to Consume[J]. Journal of Consumer Research, 2017,43(5):659-682
[40] Timmermans S., Tavory I. Theory Construction in Qualitative Research: From Grounded Theory to Abductive Analysis[J]. Sociological Theory, 2012,30(3):167-186
[41] Belk R. W., Fischer E., Kozinets R. V. Qualitative Consumer & Marketing Research[M]. London: Sage, 2013
[42] Valsesia F., Nunes J. C., Ordanini A. What Wins Awards Is Not Always What I Buy: How Creative Control Affects Authenticity and Thus Recognition (But Not Liking)[J]. Journal of Consumer Research, 2016,42(6):897-914
[43] 沙振权,蒋雨薇,温飞. 虚拟品牌社区体验对社区成员品牌认同影响的实证研究[J]. 管理评论, 2010,22(12):79-88 Sha Z. Q., Jiang Y. W., Wen F. An Empirical Study: Effects of the Experiences of the Virtual Brand Community on the Brand Identification of the Community Members[J]. Management Review, 2010,22(12):79-88