奢侈品品牌道德营销的成功转化：美德伦理学视角

奢侈品消费更多的是一种精神消费，包含着道德价值判断。道德消费使得奢侈品牌道德营销在其品牌战略规划中占据越来越重要的地位。而目前的研究还不能很好地解决道德营销的根本矛盾（意向—行为差距），理论的缺失使得奢侈品牌的道德营销实践显得比较盲目。在这方面，道德人格理论恰恰能为我们提供很好的诠释奢侈品牌道德营销成功转化的分析模式。本研究将通过文献梳理，结合质性研究方法，明确奢侈品牌道德人格的概念，归纳出奢侈品牌道德人格取向，构建测量量表。之后，针对奢侈品牌高管与该品牌消费者的双重深度访谈的内容分析，确定并验证道德营销转化成功的变量表达及其测量。最后，以奢侈品牌道德人格的动态模型为基础，针对奢侈品牌如何管理其品牌道德人格，提出具体的管理建议。本研究不仅理论上开发了奢侈品牌道德人格的测量量表，探索了奢侈品牌道德人格取向对其道德人格的影响，解释了道德人格与品牌资产之间的机制，实践上促进了奢侈品牌道德营销。

Luxury consumption puts more emphasis on spirit-level, which contains moral judgment. Moral consumption makes luxury brand’ moral marketing plays increasingly important role in marketing strategy. And existing literatures is not enough to solve the contradictions of moral marketing (intention - behavior gap). The lack of theories make luxury brand’s moral marketing blind. Moral personality theory can provide us with a good interpretation model of successful transformation of luxury brand’s moral marketing. Being based on reviewing literatures, qualitative research gives a clear definition of luxury brand’s moral personality, and builds measurement scale of moral personality. Content analysis of dual depth interview of top manager and the luxury brand’s consumer identify and verify variable expression and measurement of moral marketing’s successful transformation. Finally, it is based on the dynamic model of the luxury brand moral personality that researchers put forward concrete suggestions on how to manage their moral personality. This research will not only theoretically develop the definition and the measurement scale for luxury brand’s moral personality, explore the luxury brand moral orientation and influences on their moral personality, explain the mechanism between moral personality and brand assets, but practically promote the luxury brand’s moral marketing.