【作者】 付春江；

【导师】 袁登华；

【作者基本信息】 江西师范大学 ， 基础心理学， 2013， 博士

【摘要】 品牌印象是消费者在头脑中对目标品牌的类别信息和个别化信息进行加工的结果，是品牌与消费者的关系基础。内隐社会认知研究的兴起与发展，提示研究者，以往关于社会认知的研究，都将可以从外显和内隐两个层面重新进行探讨，为理解人类的行为提供更加丰富全面的解释。本文在双重加工模型的基础上，从外显与内隐两个层面对品牌印象的结构、形成及改变进行进一步研究。在文献综述部分，论文对品牌印象与品牌形象的关系、品牌形象的测量模型、品牌印象形成的理论进行了系统的分析、概括后，提出对品牌印象的界定；在对早期的双重加工模型及其发展进行了梳理后，分析了双重加工模型对行为的预测，对双重加工理论进行了述评；并总结了间接测量技术及其发展。在对品牌印象研究文献分析的基础上，结合双重加工模型的研究成果，构建本论文的研究体系。论文实证研究由四部分内容组成，具体结论如下：第一部分是外显品牌印象量表的编制及其测量学指标研究。在文献研究和关键事件访谈的基础上，通过筛选条目、形成初步问卷、预测验和正式测验等程序，经探索性因素分析和验证性因素分析，重测信度、聚合效度、辨别效度、法则效度和效标关联效度等检验，发现全方位的品牌印象由品牌质量印象、品牌传播印象、品牌服务印象和品牌价格印象等四个维度构成。用于测量品牌印象的多维量表、各维单项目量表和单项目量表均具有较好的信度和效度。第二部分是外显品牌印象与内隐品牌印象的关系研究。以73名本科生和研究生为被试，分别运用研究一编制的外显品牌印象量表和内隐联想测验（IAT）、刻板解释偏差测量（SEB）两种间接测量方法对外显品牌印象、内隐品牌印象及其关系进行研究。研究一发现被试对美国品牌的整体印象好于对中国品牌的总体印象，具体体现在质量印象、服务印象、传播印象上美国品牌好于中国品牌，在价格印象上则是中国品牌好于美国品牌；品牌的整体印象与质量印象对中国品牌的购买意向具有显著预测作用；品牌的传播印象与价格印象对美国品牌的购买意向具有显著预测作用。研究二采用IAT的测量方法发现相比美国品牌，被试对中国品牌有着更为积极的内隐品牌印象；IAT与外显品牌印象相关不显著。研究三采用SEB的测量方法发现总体SEB与IAT、外显品牌印象均无显著相关；区分行为结果归因性质的SEB分数比总体SEB分数更能反映刻板解释偏差的意义；SEB分数反映的内隐刻板印象与传统认知习惯相符。用IAT与SEB测量的内隐品牌印象并不一致，有可能两种测量方法反映的是记忆中复杂网络联结的不同方面。第三部分是品牌印象形成与改变的双重加工模式检验。前两部分的研究结果显示外显品牌印象与内隐品牌印象相关不显著，提示外显品牌印象、内隐品牌印象可能遵循各自不同的加工机制。在双重加工模型理论的基础上，通过两个研究对品牌印象的双重结构及其形成与改变的心理机制进行进一步地探讨，发现：外显品牌印象、内隐品牌印象是两个相互独立的结构，外显品牌印象的形成与改变遵循规则加工，通过快速学习记忆系统形成，内隐品牌印象的形成与改变遵循联想加工，通过慢速学习记忆系统形成；在信息加工过程中由于个体的卷入程度存在个体差异，使得个体对信息加工的深度不同，从而产生不同的品牌印象形成与改变的结果；将个体差异融入双重加工理论将对人类的行为提供一个更强有力的、更一致的解释。第四部分对民族情感营销策略对品牌来源国刻板印象的影响及品牌印象在消费者民族中心主义（CE）对国产品牌购买意向影响中的调节作用进行了分析，针对上述研究均是以虚拟品牌为实验材料，使研究的生态效度受到影响，本部分研究均以日常生活中真实品牌为实验材料。研究结果表明直接劝说方式不能改变外显品牌来源国刻板印象；间接劝说方式可以改变对综合型产品的外显品牌来源国刻板印象；无论直接劝说方式还是间接劝说方式均不能改变内隐品牌来源国刻板印象；外显国产品牌整体印象在CE对国产品牌购买意向的作用中起正向调节作用，而内隐品牌印象在CE对国产品牌购买意向的作用中起负向调节作用。综合讨论部分对研究结果进行了归纳分析，总结了研究的不足，并提出未来研究展望。更多还原

【Abstract】 Brand impression is defined as a part or overall effect of brand in consumer’smind based on his or her perception and experience of the brand stereotypes andindividuation information and which is considered as the basis of the relationshipbetween brand and consumers. With the development of emerging implicit socialcognition research, it is suggested that the researches of social cognition should berediscussed from two different aspects (i.e. explicit and implicit) in order to providericher and more full comprehensive explanation for understanding human behavior.Based on the dual-process model, the dissertation further analyses the structure,formation and change of brand impression from the two aspects of explicit andimplicit.In the theoretical analysis section of the present dissertation, the author firstproposes the definition of brand impression after analyzing and summarizing therelationship between brand impression and brand image, the measurement model ofbrand image and the theory of brand impression formation, then the author reviewsdual-process model after summarizing the development of dual-process model andanalyzing how these processes predict behavior. At last, the author summarizes thedevelopment of indirect measurement technique. Based on the literature of brandimpression and dual-process model, the empirical research is composed of four parts.The conclusions are showed in details as following:The first part is the empirical study of explicit brand impression. Chinesecitizen’s brand impression has been investigated by using the methods of BehavioralEvent Interview and questionnaire in study1. With a multi-step study to develop andvalidate a multidimensional brand impression scale, the empirical results indicate thatthe structure of brand impression includes four factors such as brand qualityimpression, brand communication impression, brand service impression and brandprice impression. Multi-step psychometric tests demonstrate that the brand impressionmultidimensional scale which includes15items is reliable and valid, the scale ofsingle item for every dimension and the scale of single item are also.The second part is the empirical study of the relationship between explicit andimplicit brand impression. With73undergraduates and postgraduates as the subjects,study1, study2and study3explore the nature of explicit brand impression andimplicit brand impression and the relationship between them from a perspective oftwo indirect measures which include the Implicit Association Test (IAT) and the Stereotypic Explanatory Bias (SEB).Study1investigates the country-of-origin effect of brand impression withexplicit brand impression scale, the results reveal that the explicit impression ofquality, communication, service and general impression of domestic brand is worsethan that of American brand, while the explicit impression of the price is better thanthat of foreign brand; the general impression and the quality impression of domesticbrand are significant positive predictors of domestic brand purchase willingness; thecommunication and price impression of American brand are significant positivepredictors of American brand purchase willingness.IAT is used in study2and the results show that compared with American brand,Chinese consumers have more positive implicit impression on domestic brand; IATshows no significant correlation with explicit brand impression. SEB is used in study3and the results show that the correlation among general SEB, IAT and explicit brandimpression are on significant; whether E-SEB or I-SEB score can reflect implicitbrand impression in more detail than general SEB score; the implicit brand impressioncorrespond to traditional cognitive customs. The reason why the implicit brandimpression measured by IAT is inconsistent with which measured by SEB maybe dueto the two different indirect measures reflecting different aspects of complex netconnection of memory.The third part is the research of brand impression formation and change which isbased on dual-process model. The findings of the first two parts indicate that explicitand implicit brand impression maybe follow their own processing mechanismrespectively because the explicit brand impression shows no significant correlationwith implicit one. To investigate this issue, the current work examines thepsychological mechanism by which new brand impression is formed and changed.The results of two studies show that explicit brand impression is independent fromimplicit one; Following rule-based procession, the forming and change of explicitbrand impression are developed by fast-learning memory system; Whereas implicitbrand impression forming and change follow association procession and aredeveloped by slow-learning memory system; In information processing individualdifference in brand involvement has much to offer dual-process accounts of brandimpression formation and change, incorporating this individual difference intodual-process theories will provide a stronger, more coherent account of humanbehavior.The forth part is on the research of brand impression influencing consumerbehavior. At first, in order to improve the ecological validity of the research, the realbrands in life replace the fictitious ones to be used in study which aims to explore dual brand’s country-of-origin stereotypes and how national sentiment influence brand’scountry-of-origin stereotypes. The results show that the national sentiment aroused bydirect persuasion couldn’t change the explicit brand’s country-of-origin stereotypes,but the national sentiment aroused by indirect persuasion could make the explicitgeneral impression on domestic brand of hybrid products more positive; Consumer’simplicit brand’s country-of-origin stereotypes couldn’t be changed by either direct orindirect persuasion. Secondly, the author takes consumer ethnocentrism (CE) as theindependent variable, brand purchase willingness as the dependent variables, andbrand impression as the moderating variable, and then examines the role of brandimpression in relationship between CE and brand purchase willingness. The resultsshow that explicit general impression of domestic brand plays positive moderatingrole in the relationship between CE and purchase willingness of domestic brand, whileimplicit brand impression plays negative moderating role in the relationship betweenCE and purchase willingness of domestic brand.In the general discussion and conclusion, according to a series of empiricalstudies, this dissertation concludes and analyzes the findings, lists some disadvantagesof the study, and put forward future prospects.更多还原