调节聚焦匹配性对品牌体验和重购意向的影响研究

品牌体验是近年来市场营销领域理论和实践的热点,本研究以Brakus对消费者品牌体验的概念和维度划分为基础,基于调节聚焦理论从消费者和品牌广告信息的调节聚焦匹配类型研究品牌体验和重购意向的形成。研究采用了准实验设计,从消费者购买之后进行检验。结果显示消费者和品牌广告信息的调节聚焦类型匹配时能够产生更高的消费者品牌体验和重购意向,消费者和品牌广告信息的调节聚焦类型对品牌体验各维度和重购意向具有一定的主效应。

Effects of Regulatory Focus Fit on Consumer Brand Experience and Repurchase Intention

In recent years,the brand experience is the focus of the field of marketing theory and practice.Based on the of concept and dimension classification of brand experience by Brakus et al(2009),the brand experience and purchase intention formation are studied using regulatory focus theory and the match type of consumer and brand advertising information.A quasi experiment is designed and the formation of brand experience and repurchase intention is tested.The results show that consumers have higher brand experience and repurchase intention when the type of consumer and brand advertising information match.The type of consumer and advertising information have some effects on brand experience and repurchase intention.