数字技术驱动下消费者-品牌关系研究综述

数字技术的发展为品牌传播带来了新的机遇和挑战，品牌传播理论研究需要进行全新的思考。当前，品牌理论研究的重点逐渐从品牌形象研究、品牌资产研究、品牌战略研究等转向品牌关系研究。在消费者—品牌关系的研究中，当前的核心主题包括：品牌关系质量及其测量维度、品牌关系中的消费者动机、情感性心理依附、消费者参与的有效途径、品牌关系质量的中介因素、强品牌关系形成的关键驱动力、品牌关系中的心理和行为研究、消费者态度和行为的影响因素。同时，消费者—品牌关系的研究存在研究方法单一、实证研究和本土化研究有待深入的不足。未来需要从研究技术演进、学科视角交叉化、研究逻辑转型、研究主体扩大等方面去拓展相关研究。

A Review of Researches on Consumer-Brand Relationship in the Context of Digital Technology

The development of digital technology has brought new opportunities and challenges for brand communication. In response to the challenges， the focus of researches on brand theory has gradually shifted from brand image， brand equity and brand strategy to brand relationship. Researches on consumer-brand relationship mainly concerns brand relationship quality and its measurement dimensions， consumer motivation， emotional psychological attachment and relationship， effective access of consumer participation， intermediary factors of brand relationship quality， key driving forces for the formation of strong brand relationship， psychology and behavior in brand relationship， and influencing factors of consumer attitude and behavior. Research methods are not diversified with fewer empirical and localization researches. Future researches need to be done on research technology improvement，cross-disciplinary perspective，research logic transformation，and research subject expansion， etc.