国际上品牌忠诚研究之研究

发布时间：2018-04-22 20:43

本文选题：文献回顾 + 品牌忠诚　；参考：《厦门大学》2009年硕士论文

【摘要】： 本文以ProQuest检索平台所有子数据库中收录的有关品牌忠诚的文献为基本素材,采用内容分析法进行研究,力图对近半个世纪来世界范围内品牌忠诚研究的基本状况进行系统客观的梳理和总结,期望为今后的品牌忠诚理论建构和实践活动提供新的指导意义,并为我国品牌忠诚理论研究的发展进步提供借鉴经验。对搜集到的881篇文献的分析结果表明:①20世纪60年代到21世纪,世界范围内的品牌忠诚研究在数量上总体呈逐年代上升趋势,品牌忠诚研究经历了探索起步、缓慢发展、平稳增长、快速增长和繁荣发展这五个阶段。60年代文献总数为9篇,70年代文献总数为66篇,80年代文献总数为120篇,90年代文献总数为266篇,2000年-2008上半年文献总数为420篇;各个时期的研究成果呈现不同的发展趋势。②研究者们对品牌忠诚的定义、作用与意义、影响因素、测量、与其它领域的关系、实务探讨、网络品牌忠诚等七个研究主题关注度不尽相同。其中,品牌忠诚的影响因素、品牌忠诚与其它领域的关系、实务探讨这三个研究主题是研究重点,其中又以品牌忠诚的影响因素最受关注。③在七个研究主题中,“影响因素”尽管在各年代所占比例均为最高,但在各年代所占比例呈下降趋势;“定义与分类”在本研究中出现于60年代,呈逐年代平稳增长趋势;“作用与意义”、“测量”在70年代出现,80年代比例小幅下降,90年代比例小幅回升,在进入21世纪后平稳增长;“实务探讨”与“品牌忠诚与其它领域的关系”均呈逐年代递增趋势,略有不同的是,实务探讨研究增速较为平缓,而“品牌忠诚与其它领域的关系”则在进入21世纪后比此前各年代的总和增长了近一倍;“网络品牌忠诚”研究起步相对较晚,却随着网络的发展以及电子商务的日趋成熟,呈现出良好的快速发展态势。④在重点分析的六个研究主题中:以行为-态度综合论的视角来界定品牌忠诚是大势所趋,网络品牌忠诚是研究的新热点;品牌忠诚之于企业的作用得到研究者的关注,而之于消费者的意义研究相对较少;对于品牌忠诚影响因素的探究主要从企业及消费者两个层面展开;态度与行为相结合的二维测量是研究的新趋势;个案的经验分析、忠诚计划的有效开展以及客户关系管理在品牌忠诚实践中倍受瞩目;品牌满意、品牌转换、品牌选择、品牌资产、品牌信任与品牌忠诚的相互关联及影响机制是研究的热点。⑤国际上的品牌忠诚研究以定量研究方法为主,其中又以调查法和实验法为主要方法,二者共占所有研究的76.2%。⑥美国是当仁不让的品牌研究大国和强国,其在品牌忠诚研究方面的成果无论是从数量上还是质量上都是其它国家所无可比拟的。我国在品牌忠诚研究领域与国际水平还有相当的差距。
[Abstract]:This paper, taking the literature of brand loyalty included in all the sub databases of the ProQuest retrieval platform as the basic material, uses the content analysis method to make a systematic and objective analysis and summary of the basic status of the research on brand loyalty in the world over the past half a century, hoping to construct and Practice the theory of brand loyalty in the future. Activities provide new guidance and provide reference for the development of brand loyalty theory in China.
The analysis of the 881 literature collected shows that: (1) from 1960s to twenty-first Century, the number of brand loyalty studies in the world was on the rise in the number of years, and the research on brand loyalty has experienced the five stages of.60's total of 9, 70, slow development, steady growth, rapid growth and prosperity. 70 The total number of literature in the years is 66, the total number of literature in 80s is 120, the total number of literature in 90s is 266, the total number of literature in the first half of 2000 is 420. The research results of each period show different development trends. 2. The definition, effect and significance of brand loyalty, influence factors, measurement, relations with other fields, and practical discussion, The seven research topics such as network brand loyalty are different. Among them, the influence factors of brand loyalty, the relationship between brand loyalty and other fields, the three research topics are the focus of the research, and the most important factors are the influence factors of brand loyalty. (3) in the seven research topics, the "influencing factors" are in all years. The proportion is the highest, but the proportion of the years is declining; "definition and classification" appeared in this study in 60s, showing a steady growth trend in the year by year. "Effect and significance", "measurement" appeared in 70s, the proportion of 80s decreased slightly, the proportion of 90s increased slightly, after entering twenty-first Century, the steady growth; " The relationship between "brand loyalty" and "brand loyalty" and other areas increased gradually. In a slightly different way, the growth rate of practical research is relatively slow, while the relationship between brand loyalty and other areas has been nearly doubled since the twenty-first Century, and the research on "network brand loyalty" is relatively new. Later, with the development of the network and the maturity of e-commerce, it presents a good rapid development trend. (4) in the six research topics of key analysis, it is the general trend to define brand loyalty in the perspective of behavior attitude synthesis, and the brand loyalty is a new hot spot of research; the role of brand loyalty to the enterprise has been studied. The research on the meaning of the consumer is relatively small, and the research on the influence factors of the brand loyalty is mainly from the two levels of the enterprise and the consumer; the two dimensional measurement of the combination of attitude and behavior is the new trend of the study; the empirical analysis of the case, the effective development of the loyalty plan and the loyalty of the customer relationship management in the brand loyalty The study of brand satisfaction, brand conversion, brand selection, brand equity, brand trust and brand loyalty is the focus of research. 5. The research on brand loyalty is based on quantitative research method, and the main methods are investigation and experimental method, and the two are the 76.2%. of all studies in the United States The research of brand loyalty is unparalleled in the research of brand loyalty, both in quantity and in quality. There is still a considerable gap between the research field of brand loyalty and the international level in our country.

【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】