鑽石舞台

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1.在不斷變化的消費市場中品牌未來的三個主題

我們概念介紹的目的是將品牌如何繼續與未來市場保持相關性理論化。我們確定了本期特刊中出現的三個主題，這些主題為未來的探索和管理行動提供了有意思的方向。第一個主題是，由於品牌的普遍性，消費者已經發展出「品牌」的元概念，塑造了消費者對市場、自己和他人的看法。雖然營銷人員將特定品牌的力量視為有價值的消費者資源，但這個主題說明了「品牌」作為一個類別的力量。第二個主題有助于越來越多的、強調與品牌有關的消費者代理的對話。消費者管理他們與品牌的關係；有選擇地利用媒體來創造自己的品牌敘事；甚至可以顛覆品牌管理的「規則」。最後一個主題是，品牌所有者必須平衡連貫性和變化，認識到品牌競爭和文化變革都是不可避免的。品牌需要積極考慮有時候會出現的兩極分化、競爭以及代理消費者與其他參與者的聲音，找到積極影響企業和社會效益的方法。我們希望本期特刊能激發持續的新研究，以想象消費者和品牌未來的複雜動態。

The purpose of our conceptual introduction is to theorize how brands will continue to be relevant in the future marketplace. We identify three themes that emerge in this special issue that offer intriguing directions for future exploration and managerial action. The first theme is that because of brands』 pervasiveness, consumers have developed a meta concept of 「brands」 that shapes how consumers think about the market, themselves, and others. While marketers consider the power of a particular brand as a valued consumer resource, this theme speaks to the power of 「brands」 as a category. The second theme contributes to a growing conversation highlighting consumer agency in relation to brands. Consumers manage their relationships with brands; selectively draw on media to create their own brand narratives; and can even upend the 「rules」 of brand management. The final theme is that brand owners must balance continuity and change, recognizing that brand contestation and cultural change are both inevitable. Brands need to actively consider the sometimes polarized, contesting and agentic voices of consumers and other actors, finding ways to positively influence firm and societal outcomes. We hope this special issue spurs continued new research to imagine future complex dynamics of consumers and brands.

參考文獻：

CAMPBELL M C, PRICE L L. Three Themes for the Future of Brands in a Changing Consumer Marketplace[J]. Journal of Consumer Research, 2021, 48(4): 517–526. DOI:10.1093/jcr/ucab060.

2.品牌和品牌的未來：關於多樣性，異質性和整合的論文

品牌有多種形式，為各種不同類型的個人和組織執行多種角色和職能。本文聚焦於公司或非營利組織向消費者的營銷，從五個主要領域推測品牌的未來：品牌元素、品牌驅動因素、品牌意義、消費者異質性和消費者洞察。在這五個領域中出現的主題是：就營銷人員能做什麼而言，品牌越來越多地被多元化；對被營銷的消費者而言，品牌變得更具異質性。未來的成功品牌營銷人員是那些能夠找到平衡、提出融合多樣性和異質性的綜合品牌解決方案的人。

Brands come in many forms and perform multiple roles and functions for a variety of different types of individuals and organizations. Focusing on companies or non-profits marketing to consumers, this essay speculates on the future of branding in five main areas: brand elements, brand drivers, brand meaning, consumer heterogeneity, and consumer insights. Across these five areas, the main theme that emerges is that branding is increasingly being defined both by multiplicity, in terms of what marketers can do, and by heterogeneity, in terms of the consumers being marketed to. Successful brand marketers going forward will be those who can find integrative branding solutions that balance and blend multiplicity and heterogeneity.

參考文獻：

KELLER K L. The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration[J]. Journal of Consumer Research, 2021, 48(4): 527–540. DOI:10.1093/jcr/ucab063.

3.接觸品牌使偏好決策更容易

對品牌最重要的考慮出現在偏好決策（preferential decision-making）期間。本文提出，由於品牌和偏好決策的重複配對，接觸品牌會引發一種偏好決策（我們稱之為決策準備）的認知準備狀態，從而使偏好決策更容易。我們在各種選擇環境中使用真實和虛構的品牌進行了七項實驗，實驗表明當偏好決策發生在品牌存在（相比於不存在）時，消費者會更容易做出偏好決策。這種效應與我們框架的細節一致：（i）決策準備的激活能夠解釋這種效應；（ii）導致滿意度增加和決策授權減少等結果；以及（iii）當僅接觸一個品牌時，這種效應會減弱。總的來說，這些發現證明了品牌曝光對決策的重要性，這反過來又為現有關於品牌曝光、決策難度和品牌角色的文獻提供了新的見解。

The most consequential consideration of brands arises during preferential decision-making. This article proposes that as a consequence of the repeated pairing of brands and preferential decisions, exposure to brands initiates a cognitive state of readiness for preferential decisions (which we term decision readiness) that subsequently makes preferential decisions easier. Using both real and fictitious brands across a variety of choice contexts, seven experiments demonstrate that consumers find preferential decision-making easier when it occurs in the presence (vs. absence) of brands. Consistent with the details of our framework, this effect: (i) is explained by the activation of decision readiness, (ii) leads to outcomes such as increased outcome satisfaction and decreased decision delegation, and (iii) is attenuated when exposure is to only one brand. Collectively, these findings demonstrate the importance of exposure to brands for decision-making which, in turn, offers novel insight into existing literatures on brand exposure, decision difficulty, and brand roles.

參考文獻：

RAHINEL R, OTTO A S, GROSSMAN D M, 等. Exposure to Brands Makes Preferential Decisions Easier[J]. Journal of Consumer Research, 2021, 48(4): 541–561. DOI:10.1093/jcr/ucab025.

4.從混搭到從頭到腳：品牌組合如何影響觀察者信任

消費者以多種組合使用品牌，從混合搭配多個品牌（例如耐克鞋、彪馬襯衫和Asics短褲）到主要或僅使用來自一個品牌的產品（例如耐克鞋、襯衫和短褲）。這項研究探討了這種組合如何影響觀察者對另一個消費者推薦的信任。比較兩種組合類型——混合品牌組合（其中所有/大多數品牌產品來自不同品牌）和主導品牌組合（其中所有/大多數品牌產品來自同一品牌）我們進行了九項研究。研究表明，觀察者往往對使用主導品牌組合的人的建議不太信任（研究1A-1C）。這是由關於產品如何選擇的推斷驅動的。觀察者認為，使用主導品牌組合的推薦者對品牌的重視程度相對更高，這一特徵通常作為選擇的心理捷徑，從而推斷這些推薦的消費者做出了更快，更不深思熟慮的決定（研究2A和2B）。雖然當觀察者對焦點品牌持有特別好的態度時，這種影響會減弱（研究3），但它可以改變觀察者自己的下遊行為（例如，社交媒體遵循意圖，信息尋求和推薦採納；研究4A-4C）。總之，以上發現證實了品牌組合引發的反應與單一品牌不同，為未來的研究提供了富有成效的路徑。

Consumers use brands in many combinations, from mixing-and-matching multiple brands (e.g., Nike shoes, Puma shirt, and Asics shorts) to using products primarily or solely from one brand (e.g., Nike shoes, shirt, and shorts). This work explores how such combinations affect observers』 trust in another consumer’s recommendations. Comparing two combination types—mixed-brand combinations (where all/most branded products are from different brands) and dominant-brand combinations (where all/most branded products are from the same brand)—nine studies establish that observers tend to have less trust in recommendations from those who use dominant-brand combinations (studies 1A–1C). This is driven by inferences about how the products were chosen: observers believe others who use dominant-brand combinations placed relatively greater importance on the brand—a feature that often serves as a mental shortcut for choices—and therefore infer these consumers made quicker, less thoughtful decisions (studies 2A and 2B). While the effect diminishes when observers hold particularly favorable attitudes toward the focal brand (study 3), it can alter observers』 own downstream behaviors (e.g., social media following intentions, information seeking, and recommendation taking; studies 4A–4C). Together, the findings confirm that brand combinations elicit responses distinct from single brands, offering fruitful avenues for future research.

參考文獻：

ENGELER I, BARASZ K. From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust[J]. Journal of Consumer Research, 2021, 48(4): 562–585. DOI:10.1093/jcr/ucab041.

5.品牌如何打造民族認同

‎利用文化品牌研究，我們考察了品牌是如何塑造國家身份的。我們參考了品牌如何使流離失所的新西蘭白人（白人）在全球化和土著身份主張復甦的背景下塑造出一種「我們」的感覺。使用多種人種學數據來源，我們開發了一個流程模型，說明品牌如何通過「我們」創造民族認同。我們的研究發現，市場參與者通過四個階段部署品牌來創造和更新對「我們」的看法：重新化、集中、分裂和視野擴張。基於此，我們對消費者研究文獻做出了三個主要貢獻：我們開發了一個由四部分組成的過程模型，說明品牌如何成為國家身份資源，探究了使「我們」的出現和演變成為可能的品牌特徵，並討論這一過程如何解決類似定義的背景中流離失所的大多數人之間的剝奪感。‎

Drawing on cultural branding research, we examine how brands can craft national identity. We do so with reference to how brands enabled New Zealand’s displaced Pākehā (white) majority to carve out a sense of we-ness against the backdrop of globalization and resurgent indigenous identity claims. Using multiple sources of ethnographic data, we develop a process model of how brands create national identity through we-ness. We find that marketplace actors deployed brands to create and renew perceptions of we-ness through four-stages: reification, lumping, splitting, and horizon expansion. From this, we make three primary contributions to the consumer research literature: we develop a four-part process model of how brands become national identity resources, explore the characteristics of the brands that enable the emergence of and evolution of we-ness, and explore how our processes can address a sense of dispossession among displaced-majorities in similarly defined contexts.

參考文獻：

BEVERLAND M B, ECKHARDT G M, SANDS S, 等. How Brands Craft National Identity[J]. Journal of Consumer Research, 2021, 48(4): 586–609. DOI:10.1093/jcr/ucaa062.

6.做關係工作：消費者-品牌關係的變化理論

‎本文提出了一種基於關係悖論的新理論以解釋隨着時間的推移，消費者如何啟用或禁用與品牌的關係。對26名消費者的深入的縱向訪談數據的分析揭示了四種緊張關係以及消費者為應對這些緊張關係而採取的七種行動、進而影響了其品牌關係的過程和特性。四種消費者行為通過創建基於均衡或轉換的關係變化模式來實現消費者與品牌的關係；三種行為通過惡性循環或衝突的模式使關係失效。總體而言，消費者在處理緊張關係時會進行關係工作，創建、維護、更改和終止其品牌關係。這項研究對當前關於品牌關係模板、功能失調的品牌關係和客戶關係管理的理論具有重要意義。‎

This article proposes a novel theory, based on relational paradoxes, to explain how consumers enable or disable their relationships with brands over time. Analysis of data from in-depth, longitudinal interviews with 26 consumers reveals four relational tensions and seven actions that consumers take in response to these tensions, thus affecting the course and character of their brand relationships. Four consumer actions enable the consumer–brand relationship by creating patterns of relationship change based on equilibrium or transformation; three actions disable the relationship via patterns of vicious cycles or conflict. Overall, consumers do relationship work as they act to navigate tensions, thereby creating, maintaining, changing, and terminating their brand relationships. This research has implications for current theory on brand relationship templates, dysfunctional brand relationships, and customer relationship management.

參考文獻：

ALVAREZ C, BRICK D J, FOURNIER S. Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships[J]. Journal of Consumer Research, 2021, 48(4): 610–632. DOI:10.1093/jcr/ucab022.

7.為新興的二元文化市場建立品牌：悖論品牌的吸引力

二元文化消費者現在占美國人口的三分之一，是美國增長最快的人口群體。消費市場的這種轉變給營銷人員帶來了挑戰，營銷人員試圖設計品牌戰略來為這一重要群體服務。在本文中，作者表明，某些類型的品牌，特別是包含矛盾品牌含義的悖論品牌，對二元文化消費者有着特別的吸引力。七項研究的結果表明，二元文化消費者對悖論品牌的評價更有好，選擇悖論品牌比沒有矛盾的傳統品牌更多。此外，與單一文化消費者相比，二元文化消費者表現出更好的評價和更多的悖論品牌選擇。這些文化差異可歸因於二元文化群體中更大的認知靈活性，特別是那些採用融合不同文化身份的文化適應策略的人。反過來，更大的認知靈活性會促使與悖論品牌進行更強的互動，這有助於更優的品牌評估和選擇。這項研究對理解二元文化消費者、向二元文化消費者進行營銷、未來研究做出了貢獻。

Bicultural consumers now represent a third of the US population and are the fastest growing demographic group in the United States. This shift in consumer markets presents a challenge for marketers as they try to design brand strategies to serve this important group. In this article, the authors show that certain types of brands, specifically paradox brands that incorporate contradictory brand meanings, are particularly appealing to bicultural consumers. Results from seven studies reveal that bicultural consumers evaluate paradox brands more favorably and choose paradox brands more than traditional brands without contradictions. Furthermore, bicultural consumers exhibit more favorable evaluations and greater choice of paradox brands than do monocultural consumers. These cultural differences are attributable to greater cognitive flexibility found among biculturals, particularly those who adopt an acculturation strategy of integrating their different cultural identities. Greater cognitive flexibility, in turn, prompts stronger engagement with a paradox brand, which contributes to more favorable brand evaluations and choice. Contributions of this research for understanding bicultural consumers, marketing to bicultural consumers, and directions for future research are discussed.

參考文獻：

RODAS M A, JOHN D R, TORELLI C J. Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands[J]. Journal of Consumer Research, 2021, 48(4): 633–650. DOI:10.1093/jcr/ucab037.

8.一個品牌，多種軌跡：跨媒體中的敘事導航

在一個前所未有的、消費者接觸以及控制敘事傳遞、速度和跨媒體內容曝光的工具的時代，不再有由公認的單一作者或統一的作者發聲的連貫敘事的幻覺。相反，消費者通過品牌敘事來塑造自己的軌跡。基於訪談，日記，視頻記錄，然後是會員檢查訪談和在線論壇分析的組合等多種方法，我們調查了電視連續劇的觀看情況，確定了指導敘事導航的兩個關鍵力量：消費者如何管理文本的引力，及其對跨媒體內容的滲透性。我們發現，消費者通過在九種記錄在案的敘述立場中的一種或多種敘述立場之間移動來塑造自己的軌跡。這種對跨媒體環境中敘事消費的更細緻入微的理解，為敘事品牌空間和品牌敘事的研究提供了新的見解。

In an era of unprecedented consumer access to media and the tools to control narrative delivery, speed, and exposure to transmedia content, there is no longer the illusion of a cohesive narrative managed by a recognized singular author or unified authorial voice. Instead, consumers carve their own trajectories through brand narratives. Our multimethod inquiry of television series viewing, based on a combination of interviews, diaries, video recordings followed by member-check interviews and online forum analyses, identifies two key forces that guide narrative navigation: how consumers manage a text’s gravitational pull and its permeability to transmedia content. We find that consumers shape their own trajectories by adopting and/or moving between nine documented narrative positions. This more nuanced understanding of narrative consumption in a transmedia environment offers new insights for the study of narrative brand spaces and brand storytelling.

參考文獻：

FEIEREISEN S, RASOLOFOARISON D, RUSSELL C A, 等. One Brand, Many Trajectories: Narrative Navigation in Transmedia[J]. Journal of Consumer Research, 2021, 48(4): 651–681. DOI:10.1093/jcr/ucaa046.

9.品牌爭奪的框架：走向品牌的反脆弱性

迄今為止，有關品牌整合的消費者文獻都圍繞着品牌不斷受到爭奪這一概念展開。當消費者品牌的合法所有者相遇、有時甚至發生衝突，品牌爭奪（brand contestation）就會發生。本文綜合了現有的品牌研究、定性預研究和兩個互補的實證研究，提出了品牌爭奪的理論過程模型。首先，對30個歷史案例的深入分析揭示了其動態過程，以及競爭的規模和動員的勢頭如何影響品牌爭奪的範圍和演變。其次，對高層營銷和品牌管理人員的採訪增加了一個新的視角，即品牌經理可以利用消費者爭奪產生的能量來提高反脆弱性——一個品牌因競爭而成長和繁榮的能力。

The consumer literature on branding to date coalesces around the notion that brands are constantly contested. Brand contestation arises where the actions of consumer brand actors meet, and sometimes confront, those of the brands』 legal owners. This article integrates the extant branding research, a qualitative prestudy, and two complementary empirical studies to advance a theoretical process model of brand contestation. First, an in-depth analysis of thirty historical cases reveals its dynamics and how both the magnitude of contestation and the momentum of mobilization affect brand contestations』 scope and evolution. Second, interviews with upper-level marketing and branding executives add an emerging perspective that brand managers can use the energy generated by consumers』 contestation to develop antifragility—a brand’s ability to grow and thrive as a result of contestation.

參考文獻：

DIETRICH D, RUSSELL C A. A Framework of Brand Contestation: Toward Brand Antifragility[J]. Journal of Consumer Research, 2021, 48(4): 682–708. DOI:10.1093/jcr/ucab053.

10.原創的詛咒：老字號品牌如何以及何時減少消費者對增強型產品的評價

老字號品牌是一種常見的營銷策略，已被證明可以提高產品的吸引力。然而我們發現，某些形式的老字號品牌也可能產生潛在的負面後果，並導致消費者對品牌原創旗艦產品的更改做出負面反應——即使這些變化客觀上改善了它。我們的研究證實，當公司的品牌是強調品牌壽命的老字號品牌時，由於對連續性、真實性的評價的降低，消費者對增強型產品的評價不如這些相同產品的原始版本好。在線實驗以及面對面的產品試驗在各種產品領域（例如化妝品，炊具和食品）中驗證了這種效應。此外，我們還提供了一個框架，用於區分導致對增強型產品進行負面評價的老字號品牌線索類型與不導致對增強型產品負面評價的老字號品牌線索類型。最後，除了根據老字號品牌的特定特徵確定重要的邊界條件之外，進一步的研究顯示如果品牌將產品變化重新定義為對品牌起源的傳承，將如何削弱對增強型產品的負面評價。總之，這些研究對現有的老字號品牌、真實性的理論做出了貢獻，同時也為老字號品牌提供了一些實用的建議。

Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand’s original, flagship product—even if those changes objectively improve it. We demonstrate that when firms engage in heritage branding that emphasizes a brand’s longevity, consumers evaluate enhanced products less favorably than the original versions of those same products due to decreased perceptions of continuity authenticity. We demonstrate this effect across a variety of product domains (e.g., cosmetics, cookware, and food products), using online experiments as well as in-person product trials. Moreover, we provide a framework that distinguishes between types of heritage branding cues that lead to negative evaluations of enhanced products versus those that do not. Finally, beyond identifying an important boundary condition based on specific aspects of heritage branding, we further show how the negative evaluations of enhanced products can be attenuated if brands reframe product changes as continuous with the brand’s origins. Together, these studies contribute to existing theory regarding heritage branding and authenticity, while also providing a number of practical recommendations for heritage brands.

參考文獻：

HAN M, NEWMAN G E, SMITH R K, 等. The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products[J]. Journal of Consumer Research, 2021, 48(4): 709–730. DOI:10.1093/jcr/ucab028.

11.魅力夾帶：品牌領導者和消費者如何在市場中共同創造魅力權威

首席執行官、企業家、經理、名人博主和其他品牌領導者如何在市場上獲得魅力權威（charismatic authority）？本文以對一家奧地利鞋類製造商的魅力型首席執行官的多視角、深入的案例研究為基礎，引入了一種稱為「魅力夾帶（charismatic entrainment）」的社會文化機制。魅力夾帶使品牌領導者通過促進兩極分化的世界觀和承擔個人風險來證明他們領導社會變革的能力，以展示魅力權威。同時，消費者追隨者（consumer-followers）、消費者批評者（consumer-critics）對魅力權威的主張的支持與挑戰，通過他們的支持和挑戰進一步產生魅力夾帶。品牌領導者、消費者追隨者和消費者批評者以社交媒體、市場情緒和品牌表現形式作為夾帶資源，更有效地強化了品牌領導者在市場上的魅力權威。這篇文章為關於魅力權威的文獻貢獻了一個基於市場的、多方利益相關者，而不是一個以組織、以領導者為中心的魅力共同創造理論。它還促進了標誌性品牌，風險消費和社會道德遊戲的理論發展，使讀者對基於市場的魅力共同創造的建設性和破壞性潛力更加敏感。

How do CEOs, entrepreneurs, managers, celebrity bloggers, and other brand leaders acquire charismatic authority in the marketplace? Grounded in a multi-perspective, in-depth case study of the charismatic CEO of an Austrian shoe manufacturer, this article introduces a sociocultural mechanism called charismatic entrainment. Charismatic entrainment involves brand leaders staging charismatic authority by promoting polarized worldviews and taking personal risks to demonstrate their ability to lead social change. It further involves consumer-followers publicly validating and consumer-critics challenging brand leaders』 claims to charismatic authority, encouraging further entrainment via their support, but also their criticism. Brand leaders, consumer-followers, and consumer-critics draw on social media, marketplace sentiments, and brand manifestations as entrainment resources to more effectively endow brand leaders with charismatic authority in the marketplace. The article contributes a market-based, multi-stakeholder—versus an organizational, leader-centric—theory of charisma co-creation to the literature on charismatic authority. It also adds to theories of iconic branding, risk consumption, and societal morality plays, sensitizing readers to the constructive but also destructive potential of market-based charisma co-creation.

參考文獻：

WIESER V E, LUEDICKE M K, HEMETSBERGER A. Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace[J]. Journal of Consumer Research, 2021, 48(4): 731–751. DOI:10.1093/jcr/ucab035.