打造品牌忠诚度

品牌忠诚是消费者对某一品牌的产品或服务的信赖和满意程度,主要表现为消费者的重复购买率和替换品牌频率。知名企业能长久不衰地占有市场,除了其产品和服务过硬等因素外,关键是产品的品牌溢价和顾客对产品品牌的忠诚。加油站是直面顾客的窗口,能否建立起牢固的品牌忠诚,是中国     

品牌社群影响品牌忠诚的作用机理研究——基于超然消费体验的分析视角

传统观点认为满意和价值是驱动品牌忠诚的前置变量。然而,在当今与消费者联系的时代,这种观点有些滞后。本文在已有研究的基础上,探索并提出了超越满意—忠诚模式的新路径。本研究在品牌社群情境下,基于超然消费体验的分析视角,采用实地调研、文献研究和实证研究相结合的方法,揭示出品牌社群影响品牌忠诚的作用机理。结果表明:超然消费体验对品牌忠诚具有显著的正向影响作用,而品牌依恋和品牌成瘾性在二者间起到正向媒介作用。其中,品牌依恋在超然消费体验和品牌成瘾性之间起媒介作用;品牌依恋对品牌忠诚具有直接和间接的影响作用。品牌成瘾性在品牌依恋和品牌忠诚之间起到了部分媒介作用。最后,作者探讨了本研究的理论意义和实践价值。     

包装与品牌保护

全球经济的兴旺为很多跨国公司创造了良好的条件,他们纷纷推出新的产品,以期在市场上保持自己的地位。而这些市场的消费者对品牌非常忠诚。 同样,如今包装业的品牌经济使得包装可以向消费者传递不同市场的产品信息,保护被包装物在运输过程中的安全,同时通过在货架上的陈列和诱人的图形设计强化品牌的价值和优势。     

关于服饰类奢侈品牌的品牌忠诚度建设探究——以中国奢侈品市场的消费者为例

著名品牌战略专家David Aaker提出了品牌五大资产,即品牌忠诚、品牌知名、品质认知、品牌联想和专有资产。这些资产的总和构成了企业的品牌资产,它可以提升一个产品或服务的价值。其中,品牌忠诚在品牌资产中占有特殊的地位,它是顾客价值和企业价值的载体[1]。随着市场经济的发展,品牌竞争的时代已经到来。品牌忠诚作为企业资产的重要组成部分,可以为企业带来切实的利润增长和竞争优势。任何品牌想要长久立于不败之地,培育消费者长期的品牌忠诚是有效途径,这就需要品牌企业准确地分析行业特征和目标客户群,不断地维护和提升目标消费者的品牌忠诚度。     

全球性品牌策略浅谈

一、为什么中国品牌总是走不远中国市场经济不发达是民族品牌走向国际市场难以逾越的屏障。品牌是商品经济的产物 ,生长在消费者心中 ,只有在商品极度丰富 ,有充分选择余地的市场条件下 ,消费者才有可能产生对同类商品中某一品牌的偏好和喜爱 ,甚至忠诚。中国搞了几十年的计划经济 ,基本上是市场上销售什么 ,消费者就买什么 ,几乎没有选择的余地 ,在卖方市场的条件下 ,自然谈不上品牌意识。改革开放以后 ,中国逐步由计划经济向市场经济转变 ,商品日渐丰富 ,同类商品之间的竞争日益加剧 ,这才为品牌成长创造了必要的市场条件。但是与西方国家…     

中外企业的品牌资产差异及管理建议——基于CBRQ量表的实证研究

中国本土企业普遍存在着品牌资产薄弱的问题，引起了学术界的广泛关注．但迄今仍缺少基于消费者关系视角的测量评价与分析。本研究使用中国消费者一品牌关系质量（CBRQ）量表，从高低两种关系水平情境检验并解释了中外企业品牌资产的差异．识别了国产品牌的“局部优势”。研究发现，国外品牌与国产品牌相比．明显地具有更高的“社会价值表达”评价和“溢价支付意愿”。而“社会价值表达”对“溢价支付意愿”具有最大的影响力。在很大程度上解释了为什么消费者不愿意为国产品牌支付溢价的原因。针对上述研究结论，本文对本土企业如何提升溢价定价能力提出了管理建议。     

包装与品牌保护

全球经济的兴旺为很多跨国公司创造了良好的条件,他们纷纷推出新的产品,以期在市场上保持自己的优势地位。而消费者则对这些品牌非常忠诚。同样,如今包装业的品牌经济使得包装可以向消费者传递不同的市场产品信息,保护被包装物在运输过程中的安全,同时通过在货架上的陈列和诱人     

品牌声誉、品牌满意与品牌忠诚的关系研究

本文主要研究品牌声誉、品牌满意与品牌忠诚之间的关系.研究结果表明,品牌声誉对品牌满意有显著的正向影响,品牌满意对品牌忠诚有显著的正向影响,而品牌声誉对品牌忠诚没有显著的正向影响.本文的结论对于学术界明确品牌声誉、品牌满意和品牌忠诚之间的相互联系,指导企业更好地进行忠诚管理具有重要的意义.     

打造武钢特色品牌文化

武钢总经理邓崎琳多次提出,要加强品牌建设,让武钢产品赢得客户的信赖和忠诚,这是提升企业文化软实力的需要,更是把武钢建设成为自主创新能力和市场竞争力强大的国际一流企业的需要。什么是企业品牌文化?笔者认为,企业品牌文化就是通过赋予品牌深刻而丰富的文化内涵,建立鲜明的品牌定位,创造品牌信仰,形成消费者对品牌在精神上的高度认同,最终形成强烈的品牌忠诚。拥有品牌忠诚就可以赢得顾客忠诚,赢得稳定的市场。从某种意义上讲,品牌决定产品的生命力,品牌文化决定企业的生命力,     

认知忠诚和情感忠诚的消费者行为研究

长期以来,人们总是把忠诚当成真正忠诚的代名词,甚至在忠诚与完全忠诚之间划上了等号。然而,那些围绕在我们身边的朋友,那些在买卖关系中声称是你永远忠诚伙伴的合作者．当真是真情所在吗？Oliver早在1997年就把顾客忠诚划分为认知忠诚、情感忠诚、意向忠诚和行为忠诚四种。但过去的研究却忽略了用细分的忠诚去预测消费者的行为。为了揭示认知忠诚和情感忠诚消费者忠诚度和购买份额之间存在的差异．作者以中国酒店行业为抽样对象．以客户关系赢回管理为背景．通过对认知忠诚和情感忠诚顾客的忠诚度和购买份额绝对量的比较．以及两种忠诚与购买份额之间关系拟合的函数曲线形状来预测和评估消费者的行为倾向。研究结果表明．对供应商而言情感忠诚消费者比认知忠诚消费者的忠诚度更高,购买份额更多,维持时间更长;对厂商而言情感忠诚比认知忠诚具有更高获利价值。因此．能否有效地区分认知忠诚和情感忠诚行为对企业的营销实践具有重要的现实意义．     

区域品牌建设探讨--温州案例研究

全球化条件下品牌竞争力日趋突出,本文在对比企业品牌、区域品牌、国家品牌的基础上,结合区域经济学、产业经济学等经济理论分析了区域品牌的特性,提出了发展区域品牌的必要性。“温州模式”下高速发展的温州民营经济带来了较强的区域品牌效应,这里以温州制鞋产业集群为例,对温州区域品牌建设进行了理论分析,并就相关影响因素进行了探讨。     

Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

This paper examines the relative influence of two key antecedents of brand loyalty—satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand loyalty will vary with the level of customer experience with purchasing the service. Building on previous research which examined low-risk, customer product settings [Kim, J., Lim, J.S., & Bhargava, M. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing Science 26 (2): pp. 143-152; Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision-making. Journal of Consumer Research 26: 278], this study shows that for a high-risk setting, involvement with the service category will be more dominant in its influence on brand loyalty than satisfaction with the preferred brand. Furthermore, it was found that experience moderated the influence of involvement and satisfaction on attitudinal brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of buyer behavior and business-to-business brands.     

建设女装强势品牌须重视情感定位

当消费者与品牌之间建立了情感关系,消费者就有了对品牌的忠诚度,从而有了支撑品牌生存的根本。阐述了女装强势品牌更应定位于情感;情感定位要求发展品牌个性;定位于情感的女装品牌能否成功的关键在于"文化";女装品牌如何与消费者发生情感共鸣。     

区域品牌认同的前因及对消费者购买意愿的影响

目前,相对于其他国家的区域品牌而言,中国区域品牌的发展缓慢,国内学者认为对区域品牌的研究非常有必要且有意义。在区域品牌领域,较少有学者以具体的研究对象分析塑造区域品牌认同的要素和区域品牌认同的作用。基于消费者视角,以自我一致性和感知质量为起点,选择天津地区的区域品牌作为研究对象,调查了共356位学生消费者,探讨研究区域品牌认同的前因变量以及其对消费者购买意愿的影响。应用结构方程模型研究发现,自我一致性和感知质量对区域品牌认同的形成都有显著的促进作用,并且区域品牌认同对消费者购买意愿具有正向的影响。根据结论提出区域品牌利益相关者如何通过提高自我一致性和感知质量构建消费者区域品牌认同的策略。     

Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals

Industrial branding has emerged as an important issue, allowing firms to gain substantial competitive advantage, especially in markets where product commoditization and electronic procurement are on the increase. This article proposes, and empirically validates, a theoretically structured approach to measure brand equity, its antecedents and its consequences for industrial products. The model distinguishes between product and corporate brand equity, uses buyer perceived performance on the dimensions of the marketing mix as antecedents of brand equity, and relates them to re-purchase and loyalty intentions.     

A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector

A model is developed to examine the relationships among marketing-mix efforts (channel performance, value-oriented price, promotion, and after-sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and brand loyalty), and market performance. The model considers three distinctive aspects of business markets. After-sales service is taken as a key marketing-mix effort. Corporate image is placed as a mediator from the marketing-mix efforts to the dimensions of brand equity. Personal selling is defined as a main component of promotion. The model is tested in the context of a Korean IT software sector. The test results show that all the marketing-mix efforts positively affect the overall value of brand equity, which is a proxy of market performance, via the three dimensions of brand equity. Corporate image mediates the effect of the marketing-mix efforts on the three dimensions of brand equity.     

自主创新的品牌经济学研究

科技开发不是自主创新的目的，而是创建品牌的手段。只有创建新的品类级品牌，我国才能在过剩的市场竞争中摆脱价格竞争，进入良性循环。为此，本文对品牌的经济学属性进行了理论分析，认为在价格一定的情况下，通过提高品牌品类度，采取精确的品牌策略，厂商不仅可以获得盈利的短期均衡，而且可以获得持久的长期均衡。而要提高品类度，关键是采取与对手品牌所在品类相反的分异方向，这就需要在自主创新战略中．实施以品牌品类创新为导向的品牌工程．     

Brand and product attachment in an industrial context: The effects on brand loyalty

The role of attachment as a driver of industrial brand loyalty has largely been investigated at the inter-organizational level, while there is a notable lack of studies on industrial buyers' attachment to industrial brands and products. By researching an empirical setting in which buyers have first-person experience of product use, this study proposes the existence of brand attachment and product attachment in an industrial context and tests their influence on brand loyalty based on the results of a survey of 317 owner-operators of heavy trucks. Findings suggest that while brand attachment positively and directly influences brand loyalty, product attachment indirectly drives brand loyalty through the mediating effects of brand attachment. Product irreplaceability, however, was found to be a direct driver of brand loyalty. The current research also proposes tests to measure the relationship between the constructs of brand attachment and product attachment. This research has several managerial and theoretical implications indicating that paying attention to the emotional meanings of industrial brands and products is warranted, as are further studies on the application of attachment in industrial marketing.     

The Role of Fashion Brand Authenticity in Product Management: A Holistic Marketing Approach

This study explores the multidimensional construct of brand authenticity and the effect of each component on brand attachment, brand commitment, and brand loyalty by focusing on fashion brands in sporting goods. For this study, two global sports brands, Nike and Adidas, were selected, and brand stimuli (cartoons with scenarios) were designed based on a qualitative analysis of brand cases. A total of 207 usable responses were obtained from Korean consumers who had purchased the selected brands. The findings show that fashion brand authenticity consisted of seven factors: authority, fashionability, consistency, innovativeness, sustainability, origin, and heritage. Of these factors, authority, fashionability, innovativeness, and sustainability were significant predictors of brand attachment, and authority, consistency, and innovativeness were significant predictors of brand loyalty. There were differences in the effects of brand authenticity on brand attachment and brand commitment between Nike and Adidas. From a managerial and holistic marketing perspective, implications are suggested regarding the importance of managing brand authenticity in product innovation and management approaches.