品牌联合下顾客感知价值对顾客忠诚影响的探究

发布时间：2018-12-08 10:01

【摘要】：现如今品牌联合已经成为提高品牌资产的重要方式,在营销界的地位也越来越重要。随着企业的竞争压力的加大,经济全球化进程的日益加快,在市场竞争中每个企业都不可能取得绝对的优势,为应对复杂的市场环境以及竞争压力,很多企业通过联合作战整合资源,继而来扩大竞争优势。品牌联合能够有效的整合企业间的资源,从而使联合的双方互利互惠,共同应对市场变化。本研究视角基于品牌联合,结合加多宝中国好声音的品牌合作,研究消费者的感知价值对其忠诚度有哪些影响。基于对国内外相关文献的总结梳理,研究了品牌联合的效应、衡量方式以及效应的影响因素；结合顾客感知价值的概念模型,阐述了顾客感知价值视角下品牌联合的相关内容。接着分析影响消费者忠诚度的因素有哪些,分析了感知价值对忠诚的驱动作用,进行模型构建,并提出假设。本文设计的自变量为顾客感知价值包括六个维度,及新维度联合品牌顾客价值。提出三个假设,首先假设基于品牌联合的顾客感知价值由上六维度构成,并认为品牌联合下顾客感知价值正向影响其忠诚度。本文以加多宝和中国好声音两大品牌的强强联合为背景案例,在文献研读的基础上,发放问卷调查,将收集的数据利用SPSS进行分析,在实际中分析品牌联合下消费者所感知的价值对其忠诚的影响并得出结论,为企业日后进行品牌合作提供借鉴。
[Abstract]:Nowadays, brand alliance has become an important way to improve brand equity, and it is becoming more and more important in marketing field. With the increasing competitive pressure of enterprises and the accelerating process of economic globalization, it is impossible for each enterprise to obtain absolute advantages in the market competition. In order to deal with the complex market environment and competition pressure, Many enterprises through joint operations to integrate resources, and then to expand the competitive advantage. Brand alliance can effectively integrate the resources between enterprises, so that both sides of the alliance mutually benefit and jointly cope with market changes. Based on the brand alliance and the brand cooperation of The Voice of China, this study studies the influence of consumer perceived value on its loyalty. Based on the summary of relevant literature at home and abroad, this paper studies the effect of brand association, the measurement method and the influencing factors of the effect; combined with the conceptual model of customer perceived value, it expounds the related content of brand association under the perspective of customer perceived value. Then it analyzes the factors that affect consumer loyalty, analyzes the driving effect of perceived value on loyalty, builds the model and puts forward the hypothesis. The independent variable designed in this paper is customer perceived value including six dimensions and new dimension combined with brand customer value. Three hypotheses are put forward. Firstly, it is assumed that the customer perceived value based on brand alliance is composed of the upper six dimensions, and the customer perceived value under the brand alliance has a positive effect on its loyalty. This paper takes the strong combination of Gatobo and The Voice of China as the background case, on the basis of literature study, distributes the questionnaire, and analyzes the collected data by using SPSS. This paper analyzes the influence of consumers' perceived value on their loyalty under brand union in practice and draws a conclusion, which provides reference for enterprises to carry out brand cooperation in the future.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82;F713.55

【相似文献】