品牌关系型态、品牌关系质量与顾客购后行为之间关系的实证研究
发布时间：2018-08-08 20:00
【摘要】： 品牌关系是将关系营销理论嵌入品牌背景而形成的较前沿品牌理论研究领域,顾客购后行为对企业留住顾客、培育忠诚顾客有巨大的价值,而良好的品牌关系又有助于留住忠诚的顾客、减少顾客抱怨等,因此,研究品牌关系与顾客购后行为的关系对企业营销就显得尤为重要。本文在总结前人研究的基础上,将顾客购后行为分为积极购后行为和消极购后行为,并以手机品牌为例,采用实证的研究方法来探讨品牌关系型态、品牌关系质量对积极购后行为和消极购后行为的影响机制,并验证品牌关系质量的中介作用。研究结果表明:情感型关系对品牌关系质量有显著正向影响,工具型关系对品牌关系质量影响不显著,品牌关系质量对积极和消极购后行为有显著影响,工具型关系对积极和消极购后行为有直接的显著影响,情感型关系通过品牌关系质量间接影响积极和消极购后行为。因为顾客对品牌有好感,并不代表会长期持续的重复购买,顾客购后行为是高质量关系的后果。企业应尽量使品牌能展现出消费者的形象品位,表达其个性的诉求,更好的把握品牌关系对顾客购后行为影响方向、水平及方式,把培养品牌关系当作是企业有效提高经营效益,改善营销策略针对性的重要手段,实现双方的互利共赢。
[Abstract]:Brand relationship is the research field of brand theory which is formed by embedding the relationship marketing theory into the brand background. The behavior of customer after purchase has great value for enterprises to retain customers and cultivate loyal customers. Good brand relationship can help to keep loyal customers and reduce customer complaints. Therefore, it is very important to study the relationship between brand relationship and customer behavior after purchase. On the basis of summarizing the previous studies, this paper divides the post-purchase behavior of customers into positive post-purchase behavior and negative post-purchase behavior. Taking the mobile phone brand as an example, this paper uses empirical research methods to explore the brand relationship type. The influence mechanism of brand relationship quality on positive post-purchase behavior and negative post-purchase behavior, and to verify the intermediary role of brand relationship quality. The results show that affective relationship has a significant positive effect on brand relationship quality, instrumental relationship has no significant effect on brand relationship quality, and brand relationship quality has significant influence on positive and negative post-purchase behavior. Instrumental relationship has a direct and significant effect on positive and negative post-purchase behavior, while affective relationship indirectly affects positive and negative post-purchase behavior through brand relationship quality. Because customers have a good impression on the brand, it does not mean that they will continue to buy repeatedly for a long time. The behavior of customers after purchase is the consequence of high quality relationship. The enterprise should try its best to make the brand show the consumer's image grade, express its individuality demand, better grasp the influence direction, level and way of the brand relation to the customer's behavior after purchase. The cultivation of brand relationship is regarded as an important means for enterprises to effectively improve their operating efficiency and improve the pertinence of marketing strategies in order to achieve mutual benefit and win-win situation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2
本文编号：2172891
[Abstract]:Brand relationship is the research field of brand theory which is formed by embedding the relationship marketing theory into the brand background. The behavior of customer after purchase has great value for enterprises to retain customers and cultivate loyal customers. Good brand relationship can help to keep loyal customers and reduce customer complaints. Therefore, it is very important to study the relationship between brand relationship and customer behavior after purchase. On the basis of summarizing the previous studies, this paper divides the post-purchase behavior of customers into positive post-purchase behavior and negative post-purchase behavior. Taking the mobile phone brand as an example, this paper uses empirical research methods to explore the brand relationship type. The influence mechanism of brand relationship quality on positive post-purchase behavior and negative post-purchase behavior, and to verify the intermediary role of brand relationship quality. The results show that affective relationship has a significant positive effect on brand relationship quality, instrumental relationship has no significant effect on brand relationship quality, and brand relationship quality has significant influence on positive and negative post-purchase behavior. Instrumental relationship has a direct and significant effect on positive and negative post-purchase behavior, while affective relationship indirectly affects positive and negative post-purchase behavior through brand relationship quality. Because customers have a good impression on the brand, it does not mean that they will continue to buy repeatedly for a long time. The behavior of customers after purchase is the consequence of high quality relationship. The enterprise should try its best to make the brand show the consumer's image grade, express its individuality demand, better grasp the influence direction, level and way of the brand relation to the customer's behavior after purchase. The cultivation of brand relationship is regarded as an important means for enterprises to effectively improve their operating efficiency and improve the pertinence of marketing strategies in order to achieve mutual benefit and win-win situation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2
【引证文献】
相关硕士学位论文 前3条
1 王倩;品牌联合对品牌关系质量影响的实证研究[D];吉林大学;2012年
2 陆艳梅;公司社会责任感和服务品牌：品牌认同的中介作用以及品牌关系的调节作用研究[D];湖南师范大学;2012年
3 尚大吉;明星代言人丑闻如何影响消费者态度？[D];华中农业大学;2012年
，本文编号：2172891
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