品牌绿色形象定位对消费者品牌态度的影响机理——基于能力感知与温暖感知的中介作用

管理评论 ›› 2022, Vol. 34 ›› Issue (8): 157-167.

品牌绿色形象定位对消费者品牌态度的影响机理——基于能力感知与温暖感知的中介作用

龚思羽¹, 盛光华², 岳蓓蓓²

1. 南京师范大学商学院, 南京 210023;
2. 吉林大学商学与管理学院, 长春 130012

收稿日期:2019-09-16 出版日期:2022-08-28 发布日期:2022-09-21
通讯作者: 盛光华(通讯作者),吉林大学商学与管理学院教授,博士生导师,博士
作者简介:龚思羽,南京师范大学商学院讲师,博士;岳蓓蓓,吉林大学商学与管理学院博士研究生。
基金资助:
国家社会科学基金重大项目(19ZDA107);国家社会科学基金一般项目(18BGL215)。

Mechanism of How Brand Green Image Positioning Influences Consumers’ Brand Attitude—— The Mediating Role of Competence Perception and Warmth Perception

Gong Siyu¹, Sheng Guanghua², Yue Beibei²

1. School of Business, Nanjing Normal University, Nanjing 210023;
2. School of Business and Management, Jilin University, Changchun 130012

Received:2019-09-16 Online:2022-08-28 Published:2022-09-21

摘要/Abstract

摘要： 企业在品牌层面实施环境友好型发展战略,通过绿色形象定位将品牌独特的环保价值和绿色主张传递给消费者,已经成为其获取绿色市场份额、赢得持续性竞争优势的重要前提。但现有研究缺乏对品牌绿色形象定位策略下消费者心理决策机制的探讨。本文通过两个实验探讨了品牌绿色形象定位对消费者品牌态度的影响机理。实验结果表明:在品牌绿色形象定位策略中,绿色功能属性定位更易激发能力感知,绿色情感价值定位更易激发温暖感知。能力感知与温暖感知在品牌绿色形象定位对绿色品牌依恋感和品牌态度的影响中起共同中介作用,且共同中介作用受到了品牌自我一致性的调节。

关键词: 品牌绿色形象定位, 能力感知, 温暖感知, 绿色品牌依恋感

Abstract: It has become an important prerequisite for enterprise to gain green market share and win sustainable competitive advantage by implementing environmentally-friendly development strategies at the brand level, especially through green image positioning strategy to convey brand’s unique environmental value and green proposition to consumers. However, existing researches lack discussions on consumers’ psychological decision-making mechanism under brand green image positioning strategies. This study discusses the mechanism of how brand green image positioning influences consumer brand attitudes through two experiments. Experiment results show that green functional attribute positioning is more likely to stimulate consumer’s brand competence perception, while green emotional value positioning is more likely to stimulate consumer’ s brand warmth perception. Competence perception and warmth perception play a dual mediating role in the influence of brand green image positioning on green brand attachment and brand attitude, and the dual mediating effect is further moderated by consumer’s brand self-congruity.

Key words: brand green image positioning, competence perception, warmth perception, green brand attachment

龚思羽, 盛光华, 岳蓓蓓. 品牌绿色形象定位对消费者品牌态度的影响机理——基于能力感知与温暖感知的中介作用[J]. 管理评论, 2022, 34(8): 157-167.

Gong Siyu, Sheng Guanghua, Yue Beibei. Mechanism of How Brand Green Image Positioning Influences Consumers’ Brand Attitude—— The Mediating Role of Competence Perception and Warmth Perception[J]. Management Review, 2022, 34(8): 157-167.

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