消费者自我-品牌联结的内涵、形成机制及影响效应

自我-品牌联结(self-brand connections,简称SBC)是指消费者使用品牌构建、强化以及表达个体性或社会性自我的程度.自我-品牌联结形成机制包括两种,消费者认同的视角阐述了消费者会根据自我认同的不同纬度,构建出一系列从个体性到群体性再到更加普遍的民族层面上的品牌联结；品牌意义传播的视角流动性地阐述了自我-品牌联结形成的三个阶段.自我-品牌联结的影响效应是指品牌联结会对品牌关系形成积极、正性的影响,但该效应的发挥会受到诸多因素的调节.未来研究应关注自我-品牌联结的文化心理、自我心理以及我国消费者民族品牌联结的培育机制等问题.

The Connotation, Mechanism and Effects of Self-Brand Connections

Self-brand Connections (SBC) measure the extent to which consumers have incorporated brands into their individual or social self-concept. There are two types of mechanisms that explain the formation of brand connections. In the viewpoint of consumers’ identity, consumers construct individual, social or national brand connections according to different aspects of identity. From the perspective of brand communication, the formation of brand connections consisted of three stages. The effects of self-brand connections are that brand connections have active, positive influence on the consumer-brand relationship, but this effect realized will be affected by many factors. Future studies should focus on cultural psychology, ego psychology of self-brand connections and the mechanism of our country consumers how to form national brand connections.