品牌契合对品牌关系质量和重购意向的影响

发布时间：2018-07-11 12:06

本文选题：旅游品牌 + 品牌契合　；参考：《旅游学刊》2017年04期

【摘要】：随着市场环境和技术的发展,品牌沟通已从"打扰时代"进入"契合时代"。顾客不仅可以与旅游品牌进行互动和共创价值,而且在品牌推荐、共享体验等非交易性行为方面发挥了重要作用。在此背景下,品牌契合成为旅游企业提升品牌绩效和获取竞争优势所必需的战略要求。该研究以酒店和旅行社两类旅游品牌为例,探讨旅游品牌契合的结构及其对品牌关系质量和重购意向的影响。实证研究发现,旅游品牌契合是一个包括认同、关注、激情、专注和互动5个维度的二阶构念,品牌契合对品牌关系质量各维度均具有显著的正向影响,并通过影响品牌关系质量正向影响重购意向。最后,对旅游企业如何更好地进行品牌契合管理提出了管理建议,并就未来研究方向进行了展望。
[Abstract]:With the development of market environment and technology, brand communication has changed from "disturbing times" to "fit times". Customers can not only interact with tourism brands and create value, but also play an important role in brand recommendation, sharing experience and other non-transactional behaviors. In this context, brand fit has become a necessary strategic requirement for tourism enterprises to enhance brand performance and gain competitive advantage. In this study, two kinds of tourist brands, hotel and travel agency, were taken as examples to explore the structure of tourism brand fit and its influence on the quality of brand relationship and repurchase intention. The empirical study shows that tourism brand fit is a second-order structure which includes five dimensions: identity, concern, passion, focus and interaction. Brand fit has a significant positive impact on each dimension of brand relationship quality. And through the influence brand relationship quality positive influence repurchase intention. Finally, the paper puts forward some suggestions on how to carry out brand fit management in tourism enterprises, and looks forward to the research direction in the future.
【作者单位】：中山大学旅游学院;南开大学旅游与服务学院;
【基金】：国家自然科学基金“服务企业员工品牌内化量表构建与作用机制:基于组织和员工两层面领导的视角”(71602194) 中央高校科研业务费专项基金项目“基于内部品牌化的服务企业品牌资产提升研究”(14WKPY66)资助~~
【分类号】：F592.6

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