ブランド愛が顧客ブランドエンゲージメントによって仲介されたブランド防衛に与える影響:規制の調整された仲介の役割
Chien-Heng Chou1, Ding-Nan Chen1
1Department of International Business Administration, Chinese Culture University, 55 Hwa-Kang Road, Yang-Ming-Shan, Taipei City 111, Taiwan.
Acta psychologica
|September 6, 2025
まとめ
ブランド愛がオンラインで ブランドの擁護を促すのです 規制の焦点は このプロセスに影響を与えます 促進が強化され 予防が関与と防衛の効果を弱めるのです
科学分野:
- 消費者心理
- ソーシャルメディア マーケティング
- ブランド管理
背景:
- ソーシャルメディアでの ネガティブな口コミは ブランド防衛メカニズムを理解する必要があります
- ブランド愛がオフラインでの ブランド支持の行動を予測しますが オンラインでの変革は あまり理解されていません
研究 の 目的:
- ブランド愛と ソーシャルメディアのブランド防衛を 結びつける心理的過程を調査します
- 顧客ブランドエンゲージメント (CBE) と規制に焦点を合わせたモデレーテッド・メディエーションモデルをテストする.
主な方法:
- 中国の新エネルギー自動車の顧客389人の調査データです.
- 部分最小二乗構造式モデリング (PLS-SEM) 分析
主要な成果:
- ブランド愛が,CBEによって部分的に仲介され,ブランド防衛に積極的な影響を与える.
- 規制の焦点はブランド愛とCBEのつながりを緩和し 宣伝の焦点は増幅し 予防の焦点は弱める
- この控えめは,CBEによるブランド愛とブランド防衛の間接的な関係にも及ぶ.
結論:
- 顧客との関わりと規制上の焦点は 感情に基づくオンラインブランド防衛を理解するために重要です
- デジタル時代にブランドの評判を管理するための理論的な洞察と実践的な戦略を提供します.
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