品牌研究Issue(3)：22-28,7.
自我一致性对象征性联合品牌购买意愿影响研究
Study on Influence of Self-congruence on The Purchase Intentions of Symbolic Cobranded Products
摘要
Abstract
With the rapid development of technology, consumers are not satisfied with the functional value of products, and they begin to pursuit the value of products, consumers pay more attention to the expression of identity when they purchase and use of product. The results show that: First of all, because symbolic SBs are usually brands that few consumers likely have experienced directly,such as prestigious brands or events,attitude toward the SB,even if posi⁃tive, might be weak. Secondly, even if consumers have never or rarely used the secondary brand, self-congruity with the SB still represents a significant driver of purchase behavior. Con⁃sumers express themselves with products, which are usually used in public, what's more, the ideal self has a more significant influence on the purchase intentions of symbolic cobranded prod⁃ucts. Thirdly,need for uniqueness and the desire to possess unique products is an individual-lev⁃el trait that drives many consumption decisions. Finally, product category involvement enhances the impact of self-congruity on purchase intent.关键词
自我一致性/象征性联合品牌/购买意愿Key words
Self-congruity/Symbolic co-branding/Purchase intention分类
管理科学引用本文复制引用
乔均,尹坤..自我一致性对象征性联合品牌购买意愿影响研究[J].品牌研究,2016,(3):22-28,7.基金项目
国家社科基金项目“互联网金融品牌强度及品牌效率提升研究”（15BJY116）的阶段性成果 （）
