广告策略对消费者价值传播效果及消费者—品牌关系的影响
广告策略对消费者价值传播效果及消费者—品牌关系的影响
庞隽1，郭贤达2，彭泗清3
1：庞隽，北京大学光华管理学院市场营销系博士生
中国北京100871；电话: 13811221454；E-mail：pangjun@gsm.pku.edu.cn
2：郭贤达* ，北京大学光华管理学院市场营销系副教授、博士生导师
中国北京100871；电话: (86-10) 6275-6281; 传真: (86-10) 6275-1470；E-mail：
htkeh@gsm.pku.edu.cn
3：彭泗清，北京大学光华管理学院市场营销系副教授、博士生导师
中国北京100871；电话: (86-10) 6275-9063; 传真: (86-10) 6275-1470；E-mail：
pengsq@gsm.pku.edu.cn
摘要：本研究通过实验方法探索理性广告和感性广告策略在传播消费者价值和影响消费者—品
牌关系时的不同效果。结果发现，理性广告在传播功能价值时更有效而感性广告在传播享受价
值时更有效。同时，我们分别为产品和服务开发出消费者与品牌关系的量表以测量消费者与品
牌之间的互动关系。研究发现, 相比理性广告，感性广告使消费者对产品/服务品牌产生更紧密
的联系。并且，从消费者－品牌关系中的喜欢、渴望和承诺三个构成要素的角度看，不同广告
策略的影响在产品品牌和服务品牌情境下也各不相同。
关键词: 理性广告，感性广告，享受价值，理性价值，消费者-品牌关系
The Effects of Different Advertising Strategies on Communicating Customer Value and
Influencing Consumer-Brand Relationships
Jun Pang1, Hean Tat Keh2, Siqing Peng3
1: Jun Pang, PhD candidate in Department of Marketing, Guanghua School of Management, Peking
University, Beijing 100871, P. R. China. Tel: 13811221454, E-mail: pangjun@gsm.pku.edu.cn
2: Hean Tat Keh*, Associate Professor in Department of Marketing, Guanghua School of
Management, Peking University, Beijing 100871, P. R. China
Tel: (86-10) 6275-6281; Fax (86-10) 6275-1470; E-mail: htkeh@gsm.pku.edu.cn
3: Siqing Peng, Associate Professor in Department of Marketing, Guanghua School of Management,
Peking University, Beijing 100871, P. R. China
Tel: (86-10) 6275-9063; Fax: (86-10) 6275-1470; E-mail：pengsq@gsm.pku.edu.cn
Abstract: In this study, we explore the effectiveness of rational advertising strategy and emotional
advertising strategy in communicating customer value and influencing the consumer-brand
relationship. We find that rational advertising is more effective in communicating utilitarian value
while emotional advertising is more effective in communicating hedonic value. We develop two
consumer-brand relationship scales for both products and services to measure the interactive
relationships between consumers and brands. We find that emotional advertising can induce stronger
consumer-brand relationship than rational advertising, and the two advertising strategies have
differential effects on liking, yearning, and decision/commitment across product and service brands.
Key Words: Rational Advertising, Emotional Advertising, Utilitarian Value, Hedonic Value,
Consumer-Brand Relationship |
