品牌体验对品牌忠诚的影响:品牌社区的中介作用

文章以"动感地带"为测试品牌,在构建品牌体验、品牌社区和品牌忠诚三者之间概念模型的基础上,应用多元回归分析,实证研究了品牌体验、品牌社区对品牌忠诚的影响.研究发现:品牌体验对品牌社区具有显著的正向效应;品牌体验和品牌社区对品牌忠诚均具有明显的正向影响;品牌社区是品牌体验作用于品牌忠诚的中介变量,品牌体验更多的是通过品牌社影响品牌忠诚.这些研究结论为品牌忠诚影响因素的进一步研究提供了理论基础,对于企业创新品牌忠诚培育模式和策略也具有指导意义.     

Effects of brand personality on brand trust and brand affect

Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate more to brand trust, whereas other dimensions relate more to brand affect. The results suggest that Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust. The Competence dimension appears to have similar effects on both brand trust and brand affect. The research findings are consistent with marketing and consumer researchers' assertions that brand personality can increase levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical contributions and implications are discussed. © 2010 Wiley Periodicals, Inc.     

What makes a brand manager effective?

Brands have become increasingly important as a foundation for competitive strategy. Unfortunately, although brand managers are responsible for brand strategy development and execution, little is known about what makes a brand manager effective. A model is developed to understand what intangible capital embodied by brand managers influences brand management capabilities and resultant brand performance. Measures of brand manager intangible capital and brand management capabilities are developed through an iterative scale development process. Hypothesis testing, derived from a survey of brand managers, indicates that brand manager human, relational and informational capital influences brand management capabilities and resultant brand performance, and brand manager intangible capital has an indirect effect on brand performance via brand management capabilities. By delineating and operationalizing the intangible capital and capabilities of brand managers, this study provides a theoretical and empirical foundation for future research on brand managers, tools for assessing current brand manager capital and capabilities, and guidance in relation to intangible capital and capabilities needed by brand managers.     

品牌资产与品牌价值的动力源泉——基于消费者视角的分析

本文认为,企业通过品牌资产与品牌价值的积累使品牌得以持续发展,但企业品牌资产与品脾价值真正的动力源泉却来自于消费者,即消费者对品牌的认可程度和选择行为,它集中表现为消费者的品牌意识、品牌印象与品牌联想。消费者对品牌是否认可,是否愿意通过自身的购买行为实现对品牌的选择,均与消费者的品牌意识、品牌印象和品牌联想密切相关。     

品牌财务价值评估到品牌权益评估的发展分析

品牌价值及其相关概念的界定是做好品牌评估工作的基础。基于营销学概念的基础上分析得出:品牌财务价值评估主要针对企业的品牌价值与品牌资产,而品牌权益评估才真正以品牌权益为中心;与前者相比,后者能更好地指导企业的品牌实践活动。     

The Impact of a Flagship vs. a Brand Store on Brand Attitude,Brand Attachment and Brand Equity

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We provide retail marketers with avenues to offer increased in-store brand experiences by appealing to consumers’ emotions, senses, behaviors, and cognition.     

刍议品牌与品牌文化

有品牌必定有品牌文化,品牌文化是品牌的决定因素。文化与品牌联系密切,品牌的一半是文化,品牌的内涵是文化,品牌以文化来增强品牌附加值。文化支撑着品牌的丰富内涵,品牌展示着其代表的独特文化魅力,文化与品牌相辅相成,相映成辉,纵观成功的企业,都十分重视品牌的文化含量,无不努力挖掘和提升产品的文化内涵。     

品牌建设中的问题与对策研究

品牌概念延伸和承载了许多信息,从品牌意识、品牌资产、品牌个性、品牌管理、品牌消费、品牌关系等方面,品牌的研究从不同视角诠释品牌的内涵及其所承载与链接的各种社会关系,品牌建设不仅仅是企业要关注的问题,而且全社会都应予以高度重视。社会的各个领域、各个行业、各个层面都应该树立品牌意识,加强自身的品牌建设。政府要积极倡导品牌意识并身体力行的进行自身品牌建设,企业则要提升品牌文化内涵,塑造品牌独特的核心价值。     

Is brand alliance always beneficial to firms?

In this research, we develop a fresh analytical model to examine the impact of brand quality on the firms’ performances when two firms selling substitute products form a brand alliance. Our results indicate that when two products have equal brand qualities, brand alliance is always a beneficial strategy for two firms to employ. However, when two products have different brand qualities, brand quality differential shows a positive relationship with the profit of the firm with the low-quality brand but demonstrates a negative relationship with the profit of the firm with the high-quality brand in the brand alliance. Our results also show that brand quality differential has a greater effect on the profit of the firm with the high-quality brand than on that of the firm with the low-quality brand. In addition, we find that brand alliance becomes much more valuable to the firm with the high-quality brand when the brand quality differential decreases, but the value of brand alliance has a concave relationship with the profit of the firm with the low-quality brand when the brand quality differential increases.     

The differential roles of brand credibility and brand prestige in consumer brand choice

This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that both brand credibility and brand prestige positively influence brand purchase intention through perceived quality, information costs saved, and perceived risk under different product categories representing the high and low self‐expressive nature. Several implications for advertising messages and brand positioning strategies are discussed. © 2010 Wiley Periodicals, Inc.     

Communicating brand gender through type fonts

The marketing literature suggests that positioning a brand in terms of brand gender (i.e., brand masculinity and brand femininity) generates favorable consumer responses, yet there is little research on how brand gender perceptions arise. This research examines whether type font can be employed to create brand gender perceptions in the context of unfamiliar brands. Building on the theoretical framework of personality inferences based on static cues, three studies involving a range of type fonts, brand names, and product categories demonstrate that type font influences consumers’ perceptions of brand gender. Type font effects emerged for brand names presented in isolation (Study 1), brand names presented on signage (Study 2a), and brand names on product labels (Studies 2b and 3). Importantly, type font effects on brand gender persisted in the presence of a competing brand gender cue (i.e., brand name with gender associations), and type font and brand name influenced brand gender perceptions independently. A fourth study demonstrates that type fonts representing the brands influence consumers’ likelihood to recommend the brand. The article concludes with a discussion of theoretical and brand management implications.     

品牌形象综合传播模型研讨

品牌识别与品牌形象是品牌的两个侧面,品牌识别由品牌商标、语言、符号等组成,传达品牌价值、利益和个性,品牌形象则是存在于消费者心智中的主观感知,是消费者对品牌的认知、评价和态度的综合。因此,品牌识别与品牌形象是品牌的两个侧面。文章对品牌识别和品牌形象的概念进行了理清之后,在品牌识别过程模型基础上,将可控的品牌关系取代传播环境作为品牌形象综合传播过程的外生变量,完成对Kapferer和Coop提出的传播模型的修正。修正模型存在以下启示:对品牌裂缝的属性认知更加清晰;为进一步研究品牌裂缝的影响因子提供了方向;为缩小甚至消除品牌裂缝,提升品牌忠诚度提供了解决思路。     

财务观点下的品牌延伸战略

由于新产品因难以被消费者接受,加之市场初期导入费用过高而,企业往往选择使用已有的品牌进行市场延伸。采用何种方法进行品牌延伸,关键在于对品牌延伸风险和品牌资产增值之间的权衡。充分利用已有的品牌名称和品牌资产延伸,可降低新产品进入市场的壁垒。进行品牌延伸有利于缩短新产品被消费者接受的时间和减少市场推广费用,使之更能提高原品牌的声誉,扩大品牌资产的价值。     

Advertising weak and strong brands: Who gains?

The authors present an empirical study that compares advertising for a weak brand and advertising for a strong brand. The results indicate that brand attitude and purchase intention for the weak brand are higher when subjects cannot recall the ad. The opposite is found for the strong brand. Comparisons between single‐brand ads and a joint ad reveal that ad‐evoked brand recall increases for the weak brand in the joint ad and decreases for the strong brand. Furthermore, brand attitude and purchase intention are lower in the joint ad for the weak brand and higher for the strong brand. The study adds new insights to the literature on brand exposure without recall and the literature on joint advertising. © 2005 Wiley Periodicals, Inc.     

An appraisal framework of the determinants and consequences of brand happiness

Recent academic discussions about the concept of brand happiness have introduced brand happiness as a promising new branding asset and a key research area. There is scientific evidence that its strong desirability, its characteristic of greatest emotional fulfillment, and its superior power to influence brand behavior qualify brand happiness as an important brand goal and differentiate it from other emotional‐relational concepts (e.g., emotional brand attachment, customer delight). However, there is no evidence on the effectiveness of brand happiness. To provide essential new insights in this research field, the authors theoretically develop an appraisal framework of the determinants and consequences of brand happiness and empirically verify it in four industry sectors. On the cross‐industry level, brand relationship quality, brand self‐relevance, brand goal‐congruence, and actual and ideal brand self‐congruence are confirmed to be important brand appraisal determinants of brand happiness, and pleasantness, fairness, and certainty are confirmed to be important situational appraisal determinants of brand happiness. The behavioral power of brand happiness was supported by showing that brand happiness strongly predicts five coping strategies; namely, the problem‐focused coping strategies of (re‐)purchase intention and price premium, and the emotion‐focused coping strategies of word‐of‐mouth, brand evangelism, and brand forgiveness. On an industry‐specific level, differences are observed regarding the influence of some of the brand appraisal determinants on brand happiness and regarding the influence of some of the situational appraisal determinants on brand happiness across the four analyzed industry sectors.     

What are the Building Blocks of Customer Brand Loyalty in Department Stores? A Multi-Level Mediation Analysis

Building customer brand loyalty through branding strategies to sustain competitiveness in the retail industry has gathered momentum among researchers. The purpose of this study is to examine the role of brand personality and consumer brand identification on customer brand loyalty via the mediating variables of perceived service quality, perceived value, brand trust, brand commitment, and word-of-mouth communication among Malaysian department stores' customers. Using a self-structured questionnaire, 381 usable responses are considered for data analysis by applying a covariance-based structural equation modeling approach. The results of exploratory factor analysis show that sincerity, followed by sophistication and competence, are the most significant dimensions used to predict brand personality in department stores. The outcomes also reveal that brand personality indirectly influences customer brand loyalty via consumer brand identification. Furthermore, perceived service quality, perceived value, brand trust, word-of-mouth communication, and brand commitment mediate the effects of consumer brand identification on brand loyalty. Finally, the proposed competing model implies that the indirect impact of brand personality and consumer brand identification is inevitable in building department stores' brand loyalty.     

May the force drag your dynamic logo: The brand work-energy effect

We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon observed is due to a brand work-energy effect, whereby the depiction of a drag force (opposite direction to motion) in brand logos enhances consumer judgments of brand work, which results in greater perceived brand energy. Taking a Newtonian physics lens, we argue that the presence of a drag force within a dynamic brand logo positively affects an individual's judgment of the brand's work (effort and trying hard) and brand's energy (momentum, power, and drive) and, subsequently, their brand attitude, purchase intention, and actual behavior. Across four experiments we manipulate brand logo design through the absence of force without motion (static logo), the absence of force with motion (kinematic logo), and the presence of force with motion (i.e., gravitational, spring, air resistance, and tension force; dynamic logo). Results demonstrate that the presence of a drag force in brand logos increases brand attitude and behavior. We demonstrate that brand work and brand energy, rather than brand engagement, sequentially explain attitudinal and behavioral judgments derived from brand logo drag force through a brand work-energy effect and a brand energy halo effect. We also determine that a thrust force of air propulsion results in attenuation of our brand work-energy effect, with high magnitude of a drag force enhancing the effect.     

Retail Spectacles and Brand Meaning: Insights from a Brand Museum Case Study

This article explores the expansion of brand meaning within a spectacular, retail environment. Spectacular retailing environments include themed retailing, brandscapes, flagship brand stores, themed entertainment brand stores, themed flagship brand stores, and brand museums. This research uses an extended case-study method to investigate the World of Coca-Cola brand museum located in Atlanta, Georgia. A brand museum is a type of themed flagship brand store, but there are some unique aspects. One key feature of brand museums is the resemblance to traditional museums, but, in the former, the brand is positioned within historical and educational contexts. Within the brand museum context, this study explains how brand meaning can be expanded along seven dimensions: humanization, socialization, localization, globalization, contextualization, theatricization, and characterization. Retailing implications are discussed.     

品牌力的量化管理及其逻辑曲线研究——以海尔冰箱与西湖啤酒为例

本文在对品牌力的概念进行定义的基础上,总结了品牌力的量化方法,并导出了品牌力的逻辑曲线。最后,以海尔冰箱和西湖啤酒为例,揭示出了品牌力的马太效应,同时也初步构建了品牌力理论,为品牌研究与管理在资产角度外提供了另外一个比较系统的视角。