虚拟品牌社区下顾客参与对品牌资产影响的研究

发布时间：2018-05-05 00:22

本文选题：顾客参与 + 虚拟品牌社区　；参考：《哈尔滨理工大学》2017年硕士论文

【摘要】：品牌资产自上世纪80年代开始引入营销领域,不断受到国外学者的关注并将其作为企业新的营销理论,得到学者和企业深入的研究和应用。对于品牌资产的研究,学者分别从各个方面来进行不同层次的研究,在这些方面取得较为瞩目的成就,并得到国内外企业的广泛重视和运用。如何建立强大有力且影响广泛的品牌,仍是学术界研究者和企业界管理者的重要课题。随着互联网的普及,虚拟社区对品牌的建设发挥着越来越重要的作用。虚拟社区的出现让顾客和品牌相关者更容易更简便的找到兴趣共同者和利益相关者,顾客参与是品牌资产形成的重要基础。在这样的背景下,本文首先研究虚拟品牌社区下,顾客的参与行为的不同,对品牌资产产生不同程度的影响,同时这种影响通过品牌体验和品牌关系质量传达出来。本文在总结国内外相关文献的基础上,发现国内外对虚拟品牌社区环境下品牌资产的研究多集中在顾客参与的驱动因素上,同时在虚拟品牌社区中,对研究顾客行为对品牌忠诚度或品牌体验的影响,以品牌体验和品牌关系质量为中介变量来研究品牌资产还稍有不足。本文对此进行了论证研究。其次,本文根据相关研究理论建立了顾客参与-品牌体验/品牌关系质量-品牌资产为主线的品牌资产模型,将虚拟社区环境下顾客参与行为大致分为六项,通过归纳总结为两大类:一般参与行为和积极贡献行为,品牌体验的因素分为四项,品牌关系质量分为三项,品牌资产分为三项。总结相关研究成果,初步建立了虚拟品牌社区环境下的品牌资产模型,并提出若干个假设,为后面实证研究奠定了理论基础。最后通过实证检验建立的品牌资产的模型,研究结果表明:顾客参与行为对品牌资产有显著的影响。与此同时还发现,一般顾客行为较多的通过品牌体验的中介作用来影响品牌资产,积极贡献顾客参与行为不仅通过品牌体验,还通过品牌关系质量来影响品牌资产。品牌体验和品牌关系质量在顾客参与和品牌资产间的解释作用还是相对充分的,该研究丰富了在虚拟品牌社区下,有关品牌资产的研究。
[Abstract]:Brand equity has been introduced into the field of marketing since 1980s, and it has been paid more and more attention by foreign scholars and taken it as the new marketing theory of enterprises, which has been deeply studied and applied by scholars and enterprises. For the study of brand equity, scholars from various aspects to carry out different levels of research, in these areas have made remarkable achievements, and have been widely valued and used by domestic and foreign enterprises. How to build strong and influential brands is still an important topic for academic researchers and business managers. With the popularity of the Internet, virtual communities are playing a more and more important role in brand building. The emergence of virtual community makes it easier and easier for customers and brand stakeholders to find common interests and stakeholders. Customer participation is an important foundation of brand equity formation. In this context, this paper first studies the impact of customer participation behavior on brand equity in virtual brand community, and the impact is conveyed through brand experience and brand relationship quality. On the basis of summarizing domestic and foreign literature, this paper finds that the research on brand equity in virtual brand community environment is mostly focused on the driving factors of customer participation, and at the same time in virtual brand community. To study the influence of customer behavior on brand loyalty or brand experience, it is not enough to study brand equity with brand experience and brand relationship quality as intermediary variables. This article has carried on the demonstration research to this. Secondly, according to the relevant research theory, this paper establishes a brand equity model with customer participation-brand experience / brand relationship quality-brand equity as the main line, and divides customer participation behavior into six items in virtual community environment. The factors of brand experience are divided into four categories, the quality of brand relationship is divided into three items, and brand equity is divided into three categories. This paper summarizes the relevant research results, initially establishes the brand equity model under the virtual brand community environment, and puts forward some hypotheses, which lays a theoretical foundation for the later empirical research. Finally, the model of brand equity is established by empirical test. The results show that customer participation behavior has a significant impact on brand equity. At the same time, it is also found that general customer behavior influences brand equity through the intermediary of brand experience, and actively contributes to customer participation not only through brand experience, but also through brand relationship quality. Brand experience and brand relationship quality are relatively sufficient in explaining the relationship between customer participation and brand equity. This study enriches the research on brand equity in virtual brand community.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

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