Abstract

Expectation for how brands succeed communicating a social cause is gaining salience in today’s interconnected and increasingly vocal environment. To address this topic of interest, this study presents and tests an integrative theoretical framework for consumer–brand identification from both a social identity and consumer engagement perspective. It articulates the conditions under which consumers are likely to identify with a brand that communicates social purpose and how that identification process can be enhanced through empathy and self-involving gamification. Findings from two field experiments reveal that (1) value and attribute attractiveness of a brand have a positive impact on consumer–brand identification, and (2) in turn they will increase consumers’ extra-role behavioural intention; and (3) engaging consumers using empathy and selfinvolving gamification enhance the identification process. The results were replicated and confirmed in an online and a laboratory experiment employing different brand contexts. Theoretical and managerial implications were discussed.

摘要

在当今相互关联且声音日益响亮的环境中，人们对品牌如何成功传达社会事业的期望变得越来越突出。为了解决这个感兴趣的话题，本研究从社会身份和消费者参与的角度提出并测试了消费者品牌识别的综合理论框架。它阐明了消费者在什么条件下可能会认同传达社会目的的品牌，以及如何通过同理心和自我参与的游戏化来增强这种认同过程。两项现场实验的结果表明，（1）品牌的价值和属性吸引力对消费者品牌识别产生积极影响，（2）反过来会增加消费者的角色外行为意图；(3) 利用同理心和自我参与的游戏化吸引消费者，增强识别过程。结果在使用不同品牌背景的在线和实验室实验中得到了复制和证实。讨论了理论和管理意义。