品牌对抗忠诚研究脉络梳理与未来展望

发布时间：2018-03-05 06:01

本文选题：对抗忠诚　切入点：品牌忠诚　出处：《外国经济与管理》2017年02期 　论文类型：期刊论文

【摘要】：品牌对抗忠诚是指消费者通过反对竞争品牌的行为来表达对已选品牌的忠诚。消费者的反对行为包括反选择、负面推荐、引发对抗和积极保护四个方面,这对于已选品牌来说是资产,而对于竞争品牌而言却是负债,会直接影响各方利益相关者的经营绩效。特别是在社区环境下,品牌对抗忠诚从个体行为升级演变成群体行为,具有更大的影响力。鉴于此,越来越多的学者开始围绕品牌对抗忠诚展开研究,通过将消费者行为置于竞争者的参照框架之中,来探讨消费者、品牌与竞争品牌三者之间的关系,以求全面深入地探讨忠诚理论的内涵。本文较为系统地梳理了已有的相关文献,首先介绍了品牌对抗忠诚的概念内涵、维度与测量,然后归纳和总结了品牌对抗忠诚的引致因素和结果变量,最后提出了未来研究的发展方向,以期引起国内学者对品牌对抗忠诚研究的重视,并为企业实务工作者提供一定的营销启示。
[Abstract]:Brand antagonism loyalty means that consumers express their loyalty to the selected brand by opposing the competitive brand behavior. Consumer opposition behavior includes four aspects: anti-choice, negative recommendation, confrontation and active protection. This is an asset for a selected brand, but a liability for a competitive brand, which directly affects the performance of stakeholders. Especially in a community environment, brand antagonism evolves from individual behavior to group behavior. In view of this, a growing number of scholars are beginning to study brand versus loyalty by placing consumer behavior in a competitor's frame of reference to explore consumers. The relationship between brand and competitive brand, in order to probe into the connotation of loyalty theory in an all-round way, this paper systematically combs the related literature, first introduces the concept connotation, dimension and measurement of brand antagonism loyalty. Then it summarizes the factors and outcome variables of brand antagonism loyalty, and finally puts forward the development direction of the future research, in order to arouse the attention of domestic scholars on brand confrontation loyalty research. And provides certain marketing enlightenment for the enterprise practical worker.
【作者单位】：湖南师范大学商学院;
【基金】：国家社科基金重大项目(12&ZD050)
【分类号】：F274;F273.2

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