顾客参与风格对企业品牌资产的影响机制——基于关系联结的视角

随着移动互联技术与虚拟经济的高速发展,虚拟品牌社区成为消费者参与企业活动,与企业沟通的重要窗口,并在品牌营销中发挥着日益重要的作用,成为企业与消费者建立持久、和谐关系联结的重要工具以及企业品牌资产提升的重要载体和手段。依据风格特征视角,虚拟品牌社区中的顾客参与可以划分为任务型参与、社交型参与和贡献型参与,三种风格的顾客参与是企业品牌资产形成和提升的重要前置因素,并通过关系联结的中介机制影响企业品牌资产。顾客任务型参与、社交型参与和贡献型参与能够正向影响企业的品牌知名度、顾客感知质量和顾客忠诚度;关系联结在顾客参与风格和企业品牌资产的关系中起中介作用,在顾客任务型参与和品牌资产的关系中起完全中介作用,在顾客社交型参与/贡献型参与和品牌资产的关系中起部分中介作用;社区意识在不同顾客参与风格和关系联结关系中发挥的调节作用不同,正向调节顾客任务型/社交型参与对财务联结的正向影响,正向调节顾客社交型/贡献型参与对社会联结的正向影响;竞争强度负向调节关系联结对品牌资产的影响作用,即当行业竞争强度提高时,关系联结对品牌资产的正向影响受到削弱。因此,企业应通过虚拟品牌社区平台,积极引导、掌控和规范不同风格顾客参与,拓展企业价值提升的组织外途径。

Research on the Impact Mechanism of Customer Participation Style on Corporate Brand Equityfrom the Perspective of Relationship Connection

As mobile internet technology promotes the rapid development of the virtual economy,the virtual brand community has become an important window for consumers to participate in corporate activities and communicate with enterprises.It has played an increasingly important role in brand marketing,and has become an important tool for enterprises and consumers to establish the sustainable and harmonious relationship;and it is also an important carrier and means for the promotion of corporate brand equity.Customer participation in the virtual product brand community can be divided into taskbased participation,social-based participation,and contribution-based participation based on the perspective of style characteristics.Customer engagement in the three styles is an important pre-factor for the formation and promotion of corporate brand equity;it can also have impact on corporate brand equity through the intermediary mechanism of relationship connection.Task-based,social-based,and contribution-based customer participation will have positive impact on enterprises’brand popularity,customer perceived quality and customer loyalty;relationship connection will play the intermediary role in the relation between customer participation style and enterprises’brand equity,the absolute intermediary role in the relation between task-based customer participation and brand equity,and the partial intermediary role in the relation between social-based participation,and contribution-based customer participation and brand equity;community awareness will play the different intermediary role in different relation between customer participation style and relationship connection,it will have positive impact on the relation between financial connection and task-based and social-based customer participation,and the positive impact on the relation between social connection and social-based and contribution-based customer participation;and competition intensity will play the negative intermediary role in the impact of relationship connection on brand equity,namely,when the industrial competition intensity has been improved,the positive impact of relationship connection on brand equity will be weakened.Therefore,the enterprises should actively guide,control and regulate the participation of customers of different styles through the virtual brand community platform,and expand out-of-organization approaches to enhance corporate value.