基于顾客感知的品牌社区与品牌权益关系研究
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摘要
随着市场经济的发展,企业之间竞争的日趋激烈化,战略创新以提高品牌培育的效率已经成了企业保持竞争力的必然选择。品牌社区作为企业营销的新利器,为企业的营销活动注入了新鲜的血液。虽然品牌社区与品牌权益是两个相对独立的概念,但它们与品牌忠诚都存在直接或间接的关系,其交集就在于品牌忠诚。本文基于顾客感知的视角,研究品牌社区与品牌权益的关系。消费者对于品牌的态度决定了品牌发展的命运,由此,提出了本研究的框架,即通过测量品牌社区模型下,消费者与品牌的认知、情感、意动关系,以及消费者与消费者的认知、情感、意动关系对品牌权益的维度的影响,来研究品牌社区与品牌权益的关系。基于心理学相关理论及国内外学者相关研究,提出了本研究的17个假设。综合样本的可获取性、代表性考虑,本研究选取了具有一定代表性的怡园酒庄品牌社区作为实证研究对象,根据国内外学者的相关研究,并结合调研对象的实际情况,设计了实证调研的量表。在科学抽样的前提下,选取福建地区的福州市、厦门市、龙岩市、泉州市展开调研,采用SPSS17.0及LISREL8.7统计分析软件作为分析工具,进行信度与效度检验、均值比较分析、验证性因子分析以及结构模型分析,得出了相关结论如下:
(1)品牌权益各维度对品牌权益之间存在显著的正相关关系,品牌忠诚的影响效用最强,其次是品牌感知质量,再次是品牌联想。
(2)品牌权益各维度之间具有层级关系。作为品牌权益的维度,品牌感知质量、品牌联想不仅直接影响品牌权益,而且也通过品牌忠诚间接影响品牌权益。品牌感知质量对品牌忠诚存在显著影响;品牌联想对品牌忠诚存在显著影响。
(3)品牌社区对品牌权益影响的路径强度:消费者—品牌的认知关系对品牌感知质量存在显著影响。消费者—品牌的情感关系对品牌感知质量不存在显著影响。消费者—品牌的意动关系对品牌感知质量存在显著影响。消费者—品牌的认知关系对品牌联想存在显著影响。消费者—品牌的情感关系对品牌联想存在显著影响。消费者—品牌的意动关系对品牌联想存在显著影响。消费者—消费者的认知关系对品牌感知质量不存在显著影响。消费者—消费者的情感关系对品牌感知质量存在显著影响。消费者—消费者的意动关系对品牌感知质量存在显著影响。消费者—消费者的认知关系对品牌联想存在显著影响。消费者—消费者的情感关系对品牌联想存在显著影响。消费者—消费者的意动关系对品牌联想存在显著影响。
最后,在对实证结论充分讨论的基础上,对企业如何通过构建品牌社区,提高品牌权益提出了对策建议。
As marketing economy are thriving remarkably recently, the competition among companies becomes more and more intense while brand community are universally used as the new marketing strategy. Although, to some extent, brand community and brand equity are totally different in definition, they intersect at brand loyalty. From my paper, it analyzes the relationship between brand community and brand equity based on the point view of consumers. The attitude of the consumers to the brand decides the brand’s fate. Therefore, it is reasonable to give the frame of this thesis. According to the research model, we study the relationship between brand community and brand equity by measuring a series of relationships: the cognitive, affective and conative relationship between consumers and the brand, as well as the cognitive, affective and conative relationship between consumers and consumers, impact on the dimension of the brand equity. Based on psychological theories and domestic and foreign research, this thesis raised up seventeen hypothesis. Considering the availability and representatives, the thesis takes Yiyuan-Wine- Chateau as a typical example, and according to the domestic and foreign research, combined with the actual situation of Yiyuan-Wine-Chateau, the paper designs the scale of empirical research. In reference of scientific sample, the thesis does research in cities of Fuzhou, Xiamen, Longyan, and Quanzhou. By the analyzing tool of SPSS17.0 and LISREL8.7, the paper makes reliability and effectiveness measurement, average compare analysis, furthermore, confirmatory factor analysis and constructive model analysis. The conclusions are as follows:
(1)Brand equality dimension has a positive relationship with brand equity itself. The loyalty influence the brand most, while the perceived quality is the next, the brand association is the last factor.
(2)There is layer relation among the measurement factors of brand equity. As the measurement of brand equity, the perceived quality and brand association do not only influence its equity directly, but also influence it by the loyalty.
(3)The path’s effect strength of the brand community on the brand equity are as follows: Consumer---brand’s cognitive relationship has an obvious impact on its perceived quality. Consumer---brand’s affective relationship has not obvious impact on its perceived quality. Consumer---brand’s conative relationship has an obvious impact on its perceived quality. Consumer---brand’s cognitive relationship has an obvious impact on its brand association. Consumer---brand’s affective relationship has an obvious impact on its brand association. Consumer---brand’s conative relationship has an obvious impact on its brand association. Consumer---consumer’s cognitive relationship has not obvious impact on its perceived quality. Consumer---consumer’s affective relationship has an obvious impact on its perceived quality. Consumer---consumer’s conative relationship has an obvious impact on its perceived quality. Consumer---consumer’s cognitive relationship has an obvious impact on its brand association. Consumer---consumer’s affective relationship has an obvious impact on its brand association. Consumer---consumer’s conative relationship has an obvious impact on its brand association.
Lastly, the thesis gives suggestion in how to promote the brand equity by building brand community after the much discussion of empirical conclusions.
(1)品牌权益各维度对品牌权益之间存在显著的正相关关系,品牌忠诚的影响效用最强,其次是品牌感知质量,再次是品牌联想。
(2)品牌权益各维度之间具有层级关系。作为品牌权益的维度,品牌感知质量、品牌联想不仅直接影响品牌权益,而且也通过品牌忠诚间接影响品牌权益。品牌感知质量对品牌忠诚存在显著影响;品牌联想对品牌忠诚存在显著影响。
(3)品牌社区对品牌权益影响的路径强度:消费者—品牌的认知关系对品牌感知质量存在显著影响。消费者—品牌的情感关系对品牌感知质量不存在显著影响。消费者—品牌的意动关系对品牌感知质量存在显著影响。消费者—品牌的认知关系对品牌联想存在显著影响。消费者—品牌的情感关系对品牌联想存在显著影响。消费者—品牌的意动关系对品牌联想存在显著影响。消费者—消费者的认知关系对品牌感知质量不存在显著影响。消费者—消费者的情感关系对品牌感知质量存在显著影响。消费者—消费者的意动关系对品牌感知质量存在显著影响。消费者—消费者的认知关系对品牌联想存在显著影响。消费者—消费者的情感关系对品牌联想存在显著影响。消费者—消费者的意动关系对品牌联想存在显著影响。
最后,在对实证结论充分讨论的基础上,对企业如何通过构建品牌社区,提高品牌权益提出了对策建议。
As marketing economy are thriving remarkably recently, the competition among companies becomes more and more intense while brand community are universally used as the new marketing strategy. Although, to some extent, brand community and brand equity are totally different in definition, they intersect at brand loyalty. From my paper, it analyzes the relationship between brand community and brand equity based on the point view of consumers. The attitude of the consumers to the brand decides the brand’s fate. Therefore, it is reasonable to give the frame of this thesis. According to the research model, we study the relationship between brand community and brand equity by measuring a series of relationships: the cognitive, affective and conative relationship between consumers and the brand, as well as the cognitive, affective and conative relationship between consumers and consumers, impact on the dimension of the brand equity. Based on psychological theories and domestic and foreign research, this thesis raised up seventeen hypothesis. Considering the availability and representatives, the thesis takes Yiyuan-Wine- Chateau as a typical example, and according to the domestic and foreign research, combined with the actual situation of Yiyuan-Wine-Chateau, the paper designs the scale of empirical research. In reference of scientific sample, the thesis does research in cities of Fuzhou, Xiamen, Longyan, and Quanzhou. By the analyzing tool of SPSS17.0 and LISREL8.7, the paper makes reliability and effectiveness measurement, average compare analysis, furthermore, confirmatory factor analysis and constructive model analysis. The conclusions are as follows:
(1)Brand equality dimension has a positive relationship with brand equity itself. The loyalty influence the brand most, while the perceived quality is the next, the brand association is the last factor.
(2)There is layer relation among the measurement factors of brand equity. As the measurement of brand equity, the perceived quality and brand association do not only influence its equity directly, but also influence it by the loyalty.
(3)The path’s effect strength of the brand community on the brand equity are as follows: Consumer---brand’s cognitive relationship has an obvious impact on its perceived quality. Consumer---brand’s affective relationship has not obvious impact on its perceived quality. Consumer---brand’s conative relationship has an obvious impact on its perceived quality. Consumer---brand’s cognitive relationship has an obvious impact on its brand association. Consumer---brand’s affective relationship has an obvious impact on its brand association. Consumer---brand’s conative relationship has an obvious impact on its brand association. Consumer---consumer’s cognitive relationship has not obvious impact on its perceived quality. Consumer---consumer’s affective relationship has an obvious impact on its perceived quality. Consumer---consumer’s conative relationship has an obvious impact on its perceived quality. Consumer---consumer’s cognitive relationship has an obvious impact on its brand association. Consumer---consumer’s affective relationship has an obvious impact on its brand association. Consumer---consumer’s conative relationship has an obvious impact on its brand association.
Lastly, the thesis gives suggestion in how to promote the brand equity by building brand community after the much discussion of empirical conclusions.
引文
1由于翻译的区别,也有学者翻译成“品牌社群”、“品牌共同体”“品牌种族”等。
2“网状经济”,见王建国.1P理论——网状经济时代的全新商业模式[M].北京:北京大学出版社.2007.
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