文献类型：期刊文献

中文题名：事件营销中消费者对事件与企业间一致性的响应——以高级百货商店为例

英文题名：On Consumers' Response on the Similarity of Event Marketing and Corporate Taking High-grade Department Stores as the Example

作者：于苗[1];韦恒[1]

第一作者：于苗

机构：[1]北京联合大学商务学院

第一机构：北京联合大学商务学院

年份：2016

卷号：30

期号：9

起止页码：92-99

中文期刊名：中国流通经济

外文期刊名：China Business and Market

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2014】；CSSCI:【CSSCI_E2014_2016】；

基金：北京市哲学社会科学基金项目"微营销时代品牌营销驱动机制研究"(15JGB082)

语种：中文

中文关键词：事件营销;事件与企业间一致性;消费者响应

外文关键词：event marketing;;event-corporation similarity;;consumers' response

摘要：营销活动中事件与企业间一致性对于提升企业形象、提高消费者购买意愿具有非常重要的作用,事件与企业间的一致性是事件营销活动能否达到预期效果的关键因素。不过具体到营销实践中,即使事件营销活动与企业形象具有高度一致性,也未必能对企业形象提升带来积极影响,不同维度的一致性对消费者态度与评价所产生的影响是不同的。为探讨营销活动中事件与企业间一致性对消费者响应的影响,厘清事件营销活动引发消费者响应的影响与作用机理,可对形象性一致与功能性一致的影响力进行差异性分析。结果发现,形象性一致较高的事件营销活动对企业能力形象的提升作用要优于功能性一致较高的事件营销活动,而功能性一致较高的事件营销活动在提高消费者对企业属性评价方面作用更加显著。此外,在形象性一致与购买意愿之间,企业形象和企业属性评价有部分中介效果,在功能性一致与购买意愿之间,企业形象和企业属性评价有完全中介效果。
The similarity of event marketing and corporate has great impact on the improvement of corporate image and consumers’willingness to buy;the similarity of event and corporate is the key factor that determines if the expected purpose of event marketing can be achieved. But in practice,even with the similarity of that,we can not sure that it will bring positive impact on the improvement of corporate image;the similarity in different dimensions will have different impacts on consumers’ attitude and evaluation. The differentiation analysis on image similarity and function similarity shows that event marketing with higher image similarity will have more impacts on the improvement of corporate image than event marketing with higher function similarity;while event marketing with higher function similarity will have more impacts on evaluation of corporate nature. At the same time,the authors also find that corporate image and evaluation of corporate nature will partially play the mediate role between image similarity and willingness to buy;and they will entirely play the mediate role between function similarity and willingness to buy.