管理评论

›› 2018, Vol. 30 ›› Issue (3): 102-113.

• 市场营销 • 上一篇    下一篇

根脉传播诉求对集群品牌购买意愿的影响:品牌真实性的中介作用

杨海龙1,2, 郭国庆1,3, 陈凤超1   

  1. 1. 中国人民大学商学院, 北京 100872;
    2. 宿州学院商学院, 宿州 234000;
    3. 浙江省杭电智慧城市研究中心电子商务与电子政务研究所, 杭州 310018
  • 收稿日期:2017-03-03 出版日期:2018-03-28 发布日期:2018-03-26
  • 通讯作者: 郭国庆(通讯作者),中国人民大学商学院教授,博士生导师,博士
  • 作者简介:杨海龙,中国人民大学商学院博士研究生,宿州学院商学院副教授;陈凤超,中国人民大学商学院博士研究生
  • 基金资助:

    安徽省哲学社会科学规划项目（AHSKY2014D25；AHSKY2017D106）；浙江省杭电智慧城市研究中心项目（ZXZH1401012）；杭州电子科技大学项目（ZX150202304002）；杭州电子科技大学讲座教授项目（ZX140204304002/001）；宿州学院皖北中小企业与特色产业发展研究中心开放课题（2014YKF28）；专业服务产业能力提升项目（szxyfwcy201306）。

Impact of Corporate Brand Roots Appeal on Purchase Intention: Mediating Effect of Perceived Authenticity of Cluster Brand

Yang Hailong1,2, Guo Guoqing1,3, Chen Fengchao1   

  1. 1. School of Business, Renmin University of China, Beijing 100872;
    2. School of Business, Suzhou University, Suzhou 234000;
    3. Institute of E-commerce and E-government, Wisdom City Research Center, Hangzhou Dianzi University, Hangzhou 310018
  • Received:2017-03-03 Online:2018-03-28 Published:2018-03-26

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摘要：

企业品牌根脉传播诉求对集群品牌影响的作用机制很少受到关注。本研究概括了特殊性产业集群品牌感知真实性的"正宗传承"和"价值象征"两个维度，建立了以集群品牌感知真实性为中介的企业品牌根脉传播诉求对集群品牌购买意愿影响的模型，检验了企业类型和消费者居留时间的调节作用。研究发现集群品牌感知真实性的中介作用通过正宗传承和价值象征两条路径实现；相较而言，后入新兴企业品牌的根脉传播诉求对价值象征维度作用更大，长居留期强化了正宗传承维度的影响，而短居留期则强化了价值象征维度的影响。研究拓展了企业品牌与集群品牌的互动关系理论，支持了企业品牌"自证为真"共同策略选择的集群意义，以及后入新兴企业品牌在价值象征维度所具有的独特优势。

关键词: 特殊性产业集群, 企业品牌, 根脉传播诉求, 品牌真实性, 集群品牌购买意愿

Abstract:

The mechanism of how corporate brand influences cluster brand is seldom explored. Based on the theory of authenticity, this paper concludes that in the circumstance of special industrial, the perceived authenticity of industrial brand consists of two major dimensions:continuity and symbolism. What's more, based on the mediating effect of perceived authenticity of cluster brand, this paper constructs and tests the model of effect of corporate bands' roots appeal on cluster brands' purchase intention, as well as the moderatng effect of enterprise type and length of residence time. The results indicate that the mediating effect of perceived authenticity of cluster brand is composed of two paths of continuity and symbolism. Specifically, compared with traditional brand, the new entered brands' roots appeal shows greater effect on the dimension of symbolism, and while longer residence time strengthens the effect of continuity dimension, shorter residence time strengthens the effect of symbolism dimension. The findings of this paper extend the theory of interactive relationship between corporate brand and cluster brand. The significance of the cluster value for communication style of corporate brands' true appeal is thus supported. Furthermore, this paper also provides evidence of comparative advantage in symbolism dimension of perceived authenticity of cluster brand for the late-entrant corporate competitors.

Key words: special industrial cluster, corporate brand, roots appeal, perceived authenticity of brand, purchase intention of cluster brand