品牌幸福感研究：维度、形成及对粉丝消费行为的影响

More and more companies are giving their concerns to the enhancement of brand equity by increasing brand based consumer well-being. However, the academic research on brand well-being (BWB) is still in the initial stage. Many essential questions remain uninvestigated. This project aims to explore the dimension, formation and consequence of BWB. It is divided into three sub-projects: first, based on the Positive Psychology theory, we will discuss the dimension of BWB from the integrated perspectives of subjective well-being, psychological well-being, and social well-being; second, we will discover the formation of BWB by considering functional, experiential, and symbolic brand benefits as antecedents, autonomy, competence, and relatedness need satisfaction as mediating roles, and materialism as the moderating role; third, we will test the influence of BWB on brand fans consumer behavior with the moderation of self control. The above research questions need to be solved by combining qualitative methods (such as netnography and depth interview) and quantitative ones (such as factor analysis and structural equation modeling). In this project, we create the original concept of BWB, which establishes a new academic direction in the field of branding research. The research findings will help build the theoretical system of BWB and guide companies to cultivate brand fans and enhance brand equity from the perspective of BWB.

如何提高品牌带给消费者的幸福感，进而提升品牌资产，是越来越多企业关心的新问题。当前学术界对品牌幸福感的研究还刚刚起步，很多根本性问题有待探讨。本项目旨在对品牌幸福感的维度、形成和作用进行研究，具体包括三个子课题：首先，基于积极心理学理论，从主观幸福感、心理幸福感、社会幸福感三者整合的视角出发，研究品牌幸福感的维度；之后，从功能型、体验型、象征型品牌利益切入，以自主、胜任、关系需要满足为中介变量，以物质主义为调节变量，研究品牌幸福感的形成；最后，研究品牌幸福感对品牌粉丝消费行为的影响，同时探讨自我控制的调节作用。研究方法包括网络志法、深度访谈法等定性方法和因子分析、结构方程模型等定量方法。本项目提出了“品牌幸福感”的原创概念，开辟了品牌研究新领域，研究结论将有助于建立品牌幸福感的理论体系，同时也为企业培育品牌粉丝、积累品牌资产提供幸福感视角的策略指引。

如何提高品牌带给消费者的幸福感，进而提升品牌资产，是越来越多企业关心的新问题。当前学术界刚刚开始关注品牌带给消费者的幸福感，很多根本性问题有待探讨。本项目提出了“品牌幸福感”的原创概念，采用深度访谈、因子分析、结构方程模型、实验法等多种方法，对品牌幸福感的维度、形成及作用机制进行研究。在测量维度方面，我们对品牌幸福感进行了概念化，然后提出测量维度和开发量表；在形成机制方面，我们分别研究了移动互联网对于幸福感的影响、品牌文化象征对幸福感的影响、在线品牌社群中的负面分享对品牌社群幸福感的影响、在线品牌社群社会资本对品牌幸福感的影响、逃避体验对幸福感的影响等等；在作用机制方面，我们研究了幸福广告诉求对品牌态度的影响、幸福感在旅游真实性和旅游者忠诚中的中介作用、预期幸福感在绿色品牌知识和绿色品牌购买意愿关系中的中介机制等问题。本项目提出的“品牌幸福感”概念开辟了品牌研究新领域，研究结论将有助于建立品牌幸福感的理论体系，同时也为企业积累品牌资产提供幸福感视角的策略指引。截至目前，本项目共发表论文26篇，其中期刊论文22篇，会议论文4篇。期刊论文当中有10篇是发表在SSCI检索期刊上的英文论文，7篇为CSSCI期刊论文，1篇为北大核心期刊论文，4篇为实战类期刊文章。此外，项目主持人还获得了2项科研奖励，并指导了6名博士后、1名博士生和7名硕士生完成出站报告或毕业论文。