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ID:351663
大小:54.00 KB
页数:12页
时间:2017-07-26
《消费者个性和情境品牌选择变化的其他因素[外文翻译]》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、标题:Consumerpersonalityandotherfactorsinsituationalbrandchoicevariation原文:INTRODUCTIONPastresearchandempiricalevidenceindicatethatindividualbehaviourvariesacrosssituations.Morespecifically,researchintoconsumerbehaviourhasshownhowindividualspreferdiffer
2、entbrandsfordifferentconsumptionoccasions.Thisvariationinconsumerchoicehasbeenreportedforbrandedproductssuchasclothing,snackfoods,4mineralwater,soupsandsodas,candy,fragrancesandwine.Althoughasignificantamountofresearchhasexamineddriversofsituationalva
3、riation,paststudiesalmostexclusivelyfocusedonproductattributesandfailedtoestablishlinkstobrandequitydimensionsintermsofthebenefitsdesiredbyindividualsinbrands.Closingthisknowledgegapisimportantbecauseformanyproductcategoriesconsumersbuybrandsrathertha
4、nproducts.Accordingly,brandmanagersneedtoknowhowtodesignanddeliverbrandmessagesthatareeitherrobustacrossanumberofconsumptionoccasionsorarespecificallytailoredtoadistinctivesituation,wheretheyoutperformmoregeneralbranddesigns.Long-termobjectivesofthisr
5、esearchthusaimatabetterunderstandingoftheconsumer–situation–brandinteractionsinconsumerchoice.Moreimmediateobjectivesfocusontheexaminationofhowconsumerpersonalityandotherfactorsinfluencedesiredbrandbenefitsandchoicewhendifferentconsumptionsituationsar
6、esalient.Thecentralhypothesisisthatconsumercharacteristicsinteractwithsituationalcharacteristicsinaffectingthebenefitsthatconsumersdesireinbrands,andconsequentlytheirchoice.BRANDBENEFITSANDCHOICEInthepast,marketingresearchershavefocusedontherelationsh
7、ipbetweenconsumersandtheproductclasstopredictbrandchoice.Inparticular,theproductattributesdesiredbyconsumersattractedresearchers’interest,butresearchersgenerallydidnotdistinguishbetweentheeffectcausedbythebrandnameandtheeffectoriginatingintheproductin
8、termsofattributelevelcombinations.Morerecently,scholarshaveadvancedtheideathattheproductaswellasthebrandnameiscapableofcontributingseveraltypesofbenefitstotheconsumer.Thetheoreticalandempiricalliteratureonconsumer-perceivedordesiredbrandbenefi
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