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Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products

机译:品牌真实性:测试品牌管理对其产品的热情的前因和结果

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摘要

While customer orientation is accepted as a core marketing principle, this research suggests that an opposing orientation-product orientation-may offer an advantage. Managers who follow a product orientation focus on products that interest and inspire them rather than on products that fulfill consumers' desires. This research suggests that a consumer's perception that managers follow a product orientation is consistent with prior conceptualizations of brand authenticity. That research suggests that brands perceived as authentic are evaluated more positively, yet that research does not empirically assess brand authenticity's effects nor suggest its antecedents. To fill this gap, the authors develop a conceptualization and model of brand authenticity grounded in self-determination theory, attribution theory, and extant authentic human brand research. Brand authenticity is defined as the extent to which consumers perceive that a brand's managers are intrinsically motivated in that they are passionate about and devoted to providing their products. The model proposes four antecedents of brand authenticity-two related to rare brand behaviors (uniqueness and scarcity), and two related to stable brand behaviors (longevity and longitudinal consistency). It also proposes two perceptual outcomes of brand authenticity-expected quality and trust. Two 2 x 2 experiments (n = 136 for Study 1; n = 155 for Study 2) demonstrate a positive impact of the antecedents on brand authenticity and of brand authenticity on the outcomes. Brand authenticity mediates these effects. (C) 2016 Wiley Periodicals, Inc.
机译:尽管以客户为导向被接受为核心营销原则,但这项研究表明,相反的导向(产品导向)可能会带来优势。遵循产品定位的经理将重点放在感兴趣并激发他们灵感的产品上,而不是满足消费者需求的产品上。这项研究表明,消费者对经理遵循产品定位的看法与先前对品牌真实性的构想是一致的。该研究表明,对被认为是真实的品牌的评价更高,但是该研究并未从经验上评估品牌真实性的影响,也未提出其先例。为了填补这一空白,作者建立了基于自我决定理论,归因理论和现存真实人类品牌研究的品牌真实性概念化模型。品牌真实性的定义是,消费者对品牌经理的内在动力是在一定程度上,因为他们热衷于并致力于提供产品。该模型提出了品牌真实性的四个先决条件-两个与稀有品牌行为(唯一性和稀缺性)有关,两个与稳定品牌行为(寿命和纵向一致性)有关。它还提出了品牌真实性的两个感知结果,即预期的质量和信任度。两个2 x 2实验(研究1的n = 136;研究2的n = 155)证明了前身对品牌真实性和品牌真实性对结果的积极影响。品牌真实性可调节这些影响。 (C)2016威利期刊公司

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