品牌特性对品牌忠诚的影响机制研究

发布时间：2018-06-21 14:44

本文选题：品牌特性 + 品牌信任　；参考：《华中科技大学》2014年博士论文

【摘要】：本研究认为品牌特性是市场人员影响顾客忠诚的重要因素。研究主要目的在于揭示品牌特性对忠诚度的影响,其中一个子目的在于证实品牌特性对品牌信任、品牌情感、品牌依附的作用,另外也探讨这些因素在品牌特性与品牌忠诚之间可能存在的中介作用。本研究通过大量的文献回顾来定义、理解品牌特性、品牌信任、品牌情感、品牌依附与品牌忠诚这些重要变量。此外,本研究定义并考察了这些变量之间的关系,将以前关于特性理论和消费者行为理论方面的研究作为本研究的基础并由此构建模型假设和分析。研究概念模型以品牌特性为自变量,品牌信任、品牌情感和品牌依附为中介变量,以品牌忠诚为因变量。为了达到研究目的,本研究在文献基础上自己开发了包含关键变量的问卷,并验证了问卷信度。来自斯里兰卡的340位摩托车用户参与了调查。为了验证假设,本研究采用了相关和分层回归分析,通过SPSS验证中介效应。研究表明品牌特性显著影响品牌信任、品牌情感和品牌忠诚,而品牌信任、品牌情感和品牌依附显著影响品牌忠诚,品牌信任、品牌情感和品牌依附中介品牌特性与品牌忠诚之间的关系。在竞争行的环境下企业的生存完全依赖于顾客对产品和服务的满意度与忠诚。一个强品牌会给企业带来一些市场优势,增强企业的市场竞争力。强品牌通常是指这个品牌在被用特性来评价相对于不用特性来评价的时候有令消费者更支持性响应市场活动的正资产。消费者个人对一个品牌的认同是对强品牌的差异化响应,从而通过品牌信任、品牌情感、品牌依附与品牌忠诚形成特定的品牌关系。本研究提出了理论和实践意义,也为学者、政策制定者和企业管理者提供了几点可行的策略,指出了未来的研究趋势与方向。
[Abstract]:This study believes that brand identity is an important factor that market personnel affect customer loyalty. The main purpose of the study is to reveal the influence of brand characteristics on brand loyalty, and one of the sub-purposes is to confirm the role of brand characteristics in brand trust, brand emotion and brand attachment. In addition, this paper also discusses the possible intermediary role of these factors between brand identity and brand loyalty. This study defines and understands brand characteristics, brand trust, brand emotion, brand attachment and brand loyalty through a large number of literature reviews. In addition, the relationship between these variables is defined and investigated. The previous studies on characteristic theory and consumer behavior theory are taken as the basis of this study, and the model hypothesis and analysis are constructed. The conceptual model takes brand characteristics as independent variables, brand trust, brand emotion and brand attachment as intermediary variables, and brand loyalty as dependent variables. In order to achieve the purpose of the study, a questionnaire containing key variables was developed on the basis of literature, and the reliability of the questionnaire was verified. 340 motorcycle users from Sri Lanka took part in the survey. In order to verify the hypothesis, correlation and stratified regression analysis were used to verify the mediating effect by SPSS. The research shows that brand characteristics significantly affect brand trust, brand emotion and brand loyalty, while brand trust, brand emotion and brand attachment significantly affect brand loyalty, brand trust, brand loyalty, brand loyalty and brand loyalty. The relationship between brand emotion, brand attachment and brand loyalty. In a competitive environment, the survival of enterprises depends entirely on customer satisfaction and loyalty to products and services. A strong brand will bring some market advantages to enterprises and enhance their market competitiveness. A strong brand is a positive asset that makes consumers more supportive of market activity when it is evaluated with features rather than without features. A consumer's identity to a brand is a differential response to a strong brand, which forms a specific brand relationship through brand trust, brand emotion, brand attachment and brand loyalty. This study puts forward the theoretical and practical significance, and also provides some feasible strategies for scholars, policy makers and enterprise managers, and points out the research trend and direction in the future.
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F274

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