消费者长期导向观对品牌情感、承诺和忠诚的影响关系

发布时间：2018-03-16 02:04

本文选题：长期导向观　切入点：品牌情感　出处：《华东师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 在经济全球化浪潮中,当今的企业面临的竞争越来越激烈,而且这种竞争因国内企业之间以及国内企业与国际巨头之间的竞争而呈现出白热化的状态。因此,在近年来,营销理论与实践呈现出越来越明显的顾客中心导向,不少企业都把顾客忠诚视作吸引和挽留有价值顾客的战略武器,并希望借此来驱动顾客的采购与非购买行为,实现最大化顾客资产的目标。而价值观对个人的思想和行为具有一定的导向或调节作用,使之指向一定的目标或带有一定的倾向性。因此,本研究从中西方文化差异的长期导向观出发,来研究长期导向观对消费者品牌情感、品牌承诺以及品牌忠诚的调节作用,并构建了本研究的理论模型。为了对模型进行验证,本文以高校学生和教师为对象发放问卷,收集数据后使用层次多元回归分析法对数据进行了分析,结果发现:长期导向观对应有之情、情感承诺存在正向调节作用;长期导向观对真有之情、情感承诺存在正向调节作用;长期导向观对情感承诺、行为忠诚存在负向调节作用。本研究为本土企业情感品牌化、为企业忠诚度营销提供了一条战略路径和工具。本土企业在实施情感化品牌策略以及在提高忠诚度的时候,应该注意消费者价值观的作用,可以用消费者长期导向观高低作为细分变量来细分市场,从而制定不同的营销策略。
[Abstract]:In the tide of economic globalization, today's enterprises are facing more and more fierce competition, and this kind of competition is becoming more and more intense because of the competition among domestic enterprises and between domestic enterprises and international giants. Therefore, in recent years, Marketing theory and practice show more and more obvious customer-centered orientation. Many enterprises regard customer loyalty as a strategic weapon to attract and retain valuable customers, and hope to drive the purchasing and non-purchasing behavior of customers. Achieve the goal of maximizing customer assets. The values have a certain guiding or regulating effect on the individual's thought and behavior, so that they can point to a certain goal or have a certain tendency. Therefore, this study starts from the long-term guiding view of the cultural differences between China and the West. To study the long-term guidance of consumer brand sentiment, brand commitment and brand loyalty, and build the theoretical model of this study. In order to verify the model, this paper gives out questionnaires to college students and teachers, and analyzes the data with hierarchical multiple regression analysis after collecting the data. Affective commitment has positive regulative effect; long-term guiding view has positive regulating effect on true emotion; Long-term guiding view has negative regulative effect on affective commitment and behavioral loyalty. This study provides a strategic path and tool for local enterprise emotional branding and enterprise loyalty marketing. Local enterprises should pay attention to the role of consumer values when implementing emotional brand strategy and improving loyalty. The long-term view of consumers can be used as a subdivision variable to subdivide the market and make different marketing strategies.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】