城市品牌依恋影响机理研究——基于上海、泉州、兰州、岳阳的实证分析

文章从消费者行为视角切入,运用结构方程的定量研究方法,通过"消费者—品牌"关系分析了利益相关者(居民、潜在迁入者、旅游者、投资者等)城市品牌依恋对其城市品牌忠诚的影响机理。实证结果表明,城市品牌个性、城市品牌享乐主义价值、怀旧情感、城市品牌涉入度对利益相关者城市品牌依恋的形成具有直接影响;利益相关者对城市品牌的依恋通过消费者—品牌关系(信任、满意、承诺维度)对其城市品牌忠诚产生显著影响。

Research on the Mechanism of City Brand Attachment: An Empirical Analysis Based on Shanghai, Quanzhou, Lanzhou and Yueyang

From the perspectives of consumer behavior and consumer-brand relationship,and with the help of quantitative research methods of structural equation modeling,the influence mechanism of psychological attachment of such stakeholders as residents,potential immigration,tourists,investors,etc.on their city brand loyalty is analyzed.It shows that city brand personality,hedonism,nostalgia and city brand involvement will have the direct influence on the stakeholders’ city brand attachment;and the stakeholders’ attachment sentimentality will have obvious affects on their city brand loyalty with the help of consumer-brand relationship in the dimensions of satisfaction,trust and commitment.