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10252 
5594众多品牌正致力于通过角色拟人的方式与消费者建立类人际关系，以此来加强品牌纽带。本研究探索了个体的主观地位对“仆人式”和“伙伴式”两种拟人品牌购买意愿的影响。通过三项实验，我们发现：（1）主观地位较低的个体对仆人品牌的购买意愿显著高于伙伴品牌；而主观地位较高的个体对两类拟人品牌的购买意愿没有显著差异；（2）有调节的中介分析显示，主观地位较低的个体感知到仆人品牌（vs.伙伴品牌）提供的地位感显著更多，从而对其的购买意愿更高；而主观地位较高的个体不会感知到两类拟人品牌提供的地位感存在差异，对两者的购买意愿也没有显著差异；（3）这一机制不受产品类型的影响，即无论是对于享乐品还是对于实用品，品牌拟人角色和主观地位对购买意愿的影响都遵循同样的路径。本研究推进了品牌拟人化与地位消费的研究，也为品牌拟人角色的设计和营销提供了策略参考。
地位补偿：“仆人式”品牌拟人对购买意愿的影响
摘要
参考文献
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引用本文
周懿瑾, 毛诗漫, 陈晓燕. 地位补偿：“仆人式”品牌拟人对购买意愿的影响[J]. 外国经济与管理, 2020, 42(2): 43-58.
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