自我概念与品牌个性一致性对消费者公民行为的影响研究

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1、⺋༡ᆜփ䇰ᮽ澔澔澔㠠ᡇᾸᘫф૷⢂Ѡᙝж㠪ᙝሯ澳⎾䍯㘻ޢ≇㺂ѰⲺᖧଃ⹊ガ澳澔澔澔㘻ဉ੃澳哺ၿ⧨澳ᆜ〇щѐ澳Էѐ㇗⨼澳᤽ሲᮏᐾ澳䱾᱄ᮏᦾ澳ᡶ൞ᆜ䲘澳ᐛ୼㇗⨼ᆜ䲘澳䇰ᮽᨆӚᰛᵕ澳2018ᒪ4ᴾ澳ResearchonInfluenceoftheCongruenceofSelf-conceptandBrandPersonalityonConsumers’CitizenshipBehaviorADissertationSubmittedfortheDegreeofMasterCandidate˖HuangWanlingSupervisor˖Prof.ChenMingSouthC

2、hinaUniversityofTechnologyGuangzhou,China澳࠼㊱ਭφC93澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔澔ᆜṗԙਭφ10561ᆜਭφ201520124072঄঍⨼ᐛཝᆜ⺋༡ᆜփ䇰ᮽ㠠ᡇᾸᘫф૷⢂Ѡᙝж㠪ᙝሯ⎾䍯㘻ޢ≇㺂ѰⲺᖧଃ⹊ガ֌㘵ဃ਽˖哴ၹ⧢ᤷሬᮉᐸဃ਽ǃ㙼〠˖䱸᰾ᮉᦸ⭣䈧ᆖս㓗࡛˖㇑⨶ᆖ⺅༛ᆖ、уъ਽〠˖Աъ㇑⨶⹄ウᯩੁ˖㩕䬰㇑⨶䇪᮷ᨀӔᰕᵏ˖2018ᒤ4ᴸ20ᰕ䇪᮷ㆄ䗙ᰕᵏ˖2018ᒤ5ᴸ29ᰕᆖսᦸҸঅս˖ॾই⨶ᐕབྷᆖᆖսᦸҸᰕᵏ˖ᒤᴸᰕㆄ䗙ငઈՊᡀઈ˖ѫᑝ˖䍮ᔪᘐᮉᦸငઈ˖ᶘᲘ࢟ᮉᦸǃ⦻ᵍ䖹ᮉᦸ澳

3、᪎澳澳澳澳澳㾷澳䶒ሩ◰⛸Ⲵᐲ൪ㄎҹˈྲօо⎸䍩㘵ᔪ・㍗ᇶޣ㌫ˈ䘋㘼ҹਆ⎸䍩㘵ѫࣘൠѪԱъ䘋㹼ᇓՐǃ᧘㦀ǃ↓䶒ਓ⻁㹼Ѫˈ〟ᶱ৲о৽侸ǃੁԱъᨀ׋ᔪ䇮ᙗⲴᔪ䇞ㅹ⎸䍩㘵ޜ≁㹼Ѫᐢ㓿ᡀѪԱъ䴰㾱⹄ウⲴ䟽㾱䰞仈[1]DŽ⎸䍩㘵൘䘹ᤙ૱⡼ᰦˈнӵՊ㘳㲁૱⡼ᨀ׋Ⲵ࣏㜭ᙗԧ٬ˈ䘈Պਇࡠ૱⡼䊑ᖱᙗԧ٬Ⲵᖡ૽[2]DŽ⎸䍩㘵ሩ૱⡼њᙗо㠚ᡁᾲᘥⲴ३䝽ᓖ䘋㹼∄䖳ˈ䇔Ѫ㠚ᡁᾲᘥо૱⡼њᙗа㠤ᙗ䖳儈ᰦ[3]ˈՊሩ૱⡼ӗ⭏ᴤᕪⲴᛵᝏ㚄㌫ˈо૱⡼Ⲵᖒᡀᗳ⨶㚄㔃[4]ˈᖒᡀ૱⡼Ⲵᘐ䈊оؑԫˈ㺘⧠Ѫ↓䶒ਓ⻁ˈྲ᧘㦀ԆӪ䍝Ҡㅹ⎸䍩㘵ޜ≁㹼ѪDŽⴞࡽˈഭ޵ᴹޣ㠚ᡁᾲᘥо૱⡼њᙗа㠤ᙗሩ⎸䍩㘵ޜ≁㹼Ѫᖡ૽Ⲵ⹄ウ

4、ॱ࠶ᴹ䲀DŽഐ↔ᵜ᮷൘ࡽӪ⹄ウᡀ᷌Ⲵส⹰кˈ㌫㔏ൠഎ亮Ҷ⴨ޣ᮷⥞ˈ᧒㍒Ҷ㠚ᡁᾲᘥо૱⡼њᙗа㠤ᙗሩ⎸䍩㘵ޜ≁㹼ѪⲴᖡ૽DŽሩҾ࣏㜭ᙗ૱⡼ˈ⎸䍩㘵Պᴤ࣐ޣ⌘ަ࣏㜭┑䏣䴰≲〻ᓖ৺ަᙗԧ∄ˈഐ↔Պᴤ࣐ٮੁҾ䘹ᤙоⵏᇎ㠚ᡁᾲᘥ∄䖳੫ਸⲴ૱⡼[44]ˈ㘼䊑ᖱᙗ૱⡼Պ∄䖳ཊ⎹৺ࡠ⎸䍩㘵Ⲵൠսǃ䓛ԭǃሺѕㅹ䊑ᖱ᜿ѹˈഐ↔⎸䍩㘵ٿྭҾ䘹ᤙо⽮Պ㠚ᡁᾲᘥ⴨੫ਸⲴ૱⡼ᡆӗ૱DŽሩҾ⎸䍩㘵ޜ≁㹼Ѫˈ࣏㜭ᙗ૱⡼઼䊑ᖱᙗ૱⡼ᱟ੖ҏ਼ṧ䎧䈳㢲֌⭘ҏᱟᵜ᮷ᡰ㾱Ự傼Ⲵ޵ᇩDŽᴰ㓸ˈᵜ᮷ᶴᔪҶԕ㠚ᡁᾲᘥо૱⡼њᙗа㠤ᙗѪ㠚ਈ䟿ˈ⎸䍩㘵ޜ≁㹼ѪѪ䈳㢲ਈ䟿ˈ૱⡼㊫රѪ࠶㊫䈳㢲ਈ䟿Ⲵ⹄ウ⁑රˈ᭦䳶Ҷ278њᴹ᭸ᮠ

5、ᦞ䘋㹼࠶᷀ˈᗇࠪԕл㔃䇪˖1ǃሩҾ࣏㜭ᙗ૱⡼઼䊑ᖱᙗ૱⡼ˈⵏᇎ/⽮Պ㠚ᡁᾲᘥо૱⡼њᙗⲴа㠤ᙗ〻ᓖሩ⎸䍩㘵ޜ≁㹼Ѫ৺ަйњ㔤ᓖ൷ᴹ↓ੁᖡ૽˗2ǃ൘࣏㜭ᙗ૱⡼ѝˈⵏᇎ㠚ᡁᾲᘥо૱⡼њᙗа㠤ᙗሩ⎸䍩㘵ޜ≁㹼Ѫ৺ަйњ㔤ᓖⲴᖡ૽〻ᓖ儈Ҿ⽮Պ㠚ᡁᾲᘥ˗㘼൘䊑ᖱᙗ૱⡼ѝˈ㔃᷌ᚠྭ⴨৽DŽᵜ⹄ウᰒ࣐␡Ҷഭ޵ሩ㠚ᡁᾲᘥо૱⡼њᙗа㠤ᙗⲴ⹄ウ␡ᓖˈ৸ᤃᇭҶሩ⎸䍩㘵ޜ≁㹼Ѫᖡ૽ഐ㍐Ⲵ⹄ウᒯᓖ˗਼ᰦѪԱъྲօҹਆ⎸䍩㘵㠚ਁⲴޜ≁㹼Ѫᨀ׋Ҷᙍ䐟ˈሩн਼㊫࡛Ⲵ૱⡼ṩᦞ⎸䍩㘵ⵏᇎ/⽮Պ㠚ᡁᾲᘥᶕ䘋㹼ᐲ൪ᇊս઼ກ䙐૱⡼њᙗⲴ૱⡼㩕䬰ާᴹаᇊⲴ⨶䇪᜿ѹDŽީ䭤䈃φ㠚ᡁᾲᘥ˗૱⡼њᙗ˗⎸䍩㘵ޜ≁㹼Ѫ˗

6、૱⡼㊫ර濜澳澳AbstractsInthefaceoffiercemarketcompetition,howtoestablishcloserelationshipwithconsumers,andthenstriveforconsumerstoactivelypromoteandrecommendthebrand,toactivelyparticipateinfeedback,toprovideconstructiveadviceandotherconsumercitizenbehaviorhasbecomeanimportantissueforenterpris

7、estostudy.Whenchoosingabrand,consumerswillnotonlyconsiderthefunctionalvalueofthebrand,butalsobeinfluencedbythesymbolicvalueofthebrand.Consumerswillcomparethebrandpersonalitywiththeself-concept.Whentheconsistencybetweenself-conceptandbrandpersonalityishigh,theywillcreatestrongeremotio