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品牌信任、顾客满意及关系承诺 总被引:2,自引:0,他引:2
基于消费者认知与情感层面,可从消费者与品牌的互动关系入手,将品牌信任划分为转移信任、经验信任两种类型。数据分析表明,对品牌信任的这种新划分存在于消费者与品牌的交互过程之中,不仅具有合理性,而且具有深远的理论意义。数据拟合分析结果表明,转移信任对顾客满意的直接作用非常明显,转移信任能够引起顾客满意,同时顾客满意对经验信任的作用也非常强,顾客满意能够导致经验信任。关系承诺与顾客满意度及经验信任之间存在因果关系,但也会受到其他因素影响,因此即使消费者对品牌产品满意或获得了经验上的信任,也不一定会长期使用或推荐某个品牌的产品。鉴于此,为更好地建立、发展并保持消费者与企业间的长期关系,改善品牌管理方面存在的不足,企业要适时调整营销战略与策略。一要重视消费者转移信任的建立,关注实质的产品质量与服务,关注顾客需求,为顾客解决消费过程中出现的问题,通过建立企业品牌信任,提高顾客满意度;二要培养具备专业知识的业务人员,为消费者提供准确而有价值的产品信息,赢得消费者信任,强化企业与消费者之间的关系,维持企业与顾客之间的长久关系;三要选择有效的途径进行品牌传播,举办吸引消费者参与的活动等,从建立品牌信任开始进行新产品、新品牌的市场开拓。 相似文献
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《Journal of East-West Business》2013,19(1):37-64
Abstract This study utilized data from two geographically separated cultures to investigate relationships involving antecedents to true brand loyalty. A relationship between the consumer's attitude toward the brand and a measure of expressed commitment was found to explain a significant percentage of the variance in commitment. A relationship between commitment and true brand loyalty also was found significant. Both relationships vary somewhat by product and culture. No evidence was found, however, suggesting that they could not be considered generalizable. The underlying components of brand attitude were found to vary by product and country. The culturally related differences-espe-cially those pertaining to the composition and meaning of the underlying components-have interesting managerial implications. 相似文献
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Narissara Palusuk Bernadett Koles Rajibul Hasan 《Journal of Marketing Management》2019,35(1-2):97-129
ABSTRACTBrand love has received increasing attention given its potential to enhance customer engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies explore brand love per se, and existing conceptualisations remain sporadic and fragmented. The purpose of the current paper is to critically assess available work on brand love, reviewing conceptualisations, measurements and key proximal constructs. Expanding upon and synthesising earlier work and conceptualisations, we develop and propose a comprehensive conceptual framework for brand love that is innovative for the following reasons. In particular, our model takes a developmental rather than a snapshot approach to capture brand love trajectories as a function of their onset and evolution; incorporates key frameworks and as such builds on interpersonal, parasocial and experiential theories; and acknowledges the important role of brand hate. Managerial implications and future research directions are discussed. 相似文献
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AbstractTo maintain a competitive advantage, the strategy of the creation and maintenance of brand loyalty plays a vital role. The main aim of this study is to examine the theoretical and empirical evidence on the causal relationships among different factors i.e., brand personality, image, experience, satisfaction, trust and commitment that have direct and indirect effects in the creation of brand loyalty. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) method was applied to test the relationships in this study. The findings indicate that brand personality, brand image and brand experience are key sources of brand satisfaction. 相似文献
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Mohammad Shokri 《Journal of Relationship Marketing》2019,18(2):124-145
The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands. In this way, the benefits of CBI to consumers and brand managers are outlined. This research has been conducted through designing a survey and collecting data through a questionnaire. For data mining and investigating the model, the SEM approach is implemented. According to the findings, high levels of CBI lead to positive attitudes toward the brand extension, and that value congruity positively impacts this relationship. The results outline that CBI impacts fit and tie in separate ways, so that CBI effect on fit is more substantial. Furthermore, according to the results, in comparison to the role of tie, the role of fit is more significant in predicting attitudes toward brand extension. The sample from university students is appropriate for testing theory, but limits generalizing the results of the research. In addition, this research has studied one product category and is limited in this perspective. The findings have remarkable recommendations for implementing brand extension as they emphasize the role of perceived fit. Moreover, by reexamining CBI in a less known market, the research has outlined its positive outcomes for firms. This research has used perceived tie in a brand extension context and, similar to perceived fit, has implemented it as another factor to predict attitude toward brand extension. In addition, this research is unique, as it has investigated CBI in a new context. 相似文献
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The ease of website comparison and strong price competition encourage users to constantly switch tourism service providers. The present work analyses how satisfaction, trust, and commitment can help to strengthen loyalty towards websites selling accommodation services. Moreover, special attention is paid here to evaluate the moderating effects of gender on the relationships between these variables. Structural equation models were used to test the hypotheses on a sample of 230 Mexican Internet users, online purchasers of tourist accommodation services. The results show significant differences between men and women's post-purchase behaviour with a higher influence in women of trust on commitment and of commitment on loyalty towards accommodation services websites. Managerial implications for accommodation websites are provided. 相似文献
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The goal of this research is to develop and validate a multi-dimensional scale measure of brand fidelity. This paper reports the rigorous process of scale development, through two separate studies involving 592 US consumers. Study 1 involves scale item generation, content validation and scale purification, while Study 2 involves a two-wave data collection method, evaluating the refined brand fidelity scale within a nomological network of relationships. The results demonstrate the 20-item brand fidelity scale to have strong construct validity as a first-order reflective, second-order formative scale. The findings suggest that if consumers engage in the behaviours/cognitions (as defined within the brand fidelity scale), then consumer/brand relationships are likely to be stable and predictable; are likely to endure the ravages of time; and, importantly, are likely to remain monogamous. For practitioners, the overall brand fidelity score can be used to track brand performance over time and for industry benchmarking purposes. Additionally, the measured brand fidelity dimensions provide specific direction upon which remedial marketing action can be implemented. 相似文献
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客户回报计划已成为一种重要的关系营销手段,但却没有太多研究着眼于回报计划的运作机制。本文研究了回报计划感知价值与承诺和信任的关系以及感知价值通过承诺与信任对客户忠诚的影响,并建立了回报计划运作机制研究模型,之后通过实验设计获取数据验证了此模型。研究结果为营销研究和客户回报计划实践提供了理论指导。 相似文献
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Dealers may contribute to brand retention through their sales and service efforts. In this study we investigate the degree to which dealers contribute to brand retention and how this contribution is moderated by brand tier. To this end we distinguish between economy, volume and prestige brands. We also investigate how the effectiveness of dealer instruments to increase dealer retention differs across these brand tiers. We collected data on brand retention and dealer retention among consumers who recently purchased a new car. Our findings show that dealers selling volume brands are able to improve brand retention rates. In contrast, dealers of prestige and economy brands are unable to affect brand retention. In line with the notion of brand-dealer fit we also find that the effects of dealer extrinsic service quality and dealer payment equity on dealer retention differ between prestige, volume, and economy brands. Extrinsic dealer service quality has the smallest effect for dealers selling economy brands, while dealer payment equity is the most important determinant of dealer retention for these dealers. 相似文献
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每个消费者都或多或少存在怀旧情感,企业很早就开始利用消费者的怀旧需求开展怀旧营销。消费者品牌关系是品牌忠诚的重要影响因素,而消费者怀旧水平对品牌信任与依恋有一定的影响,品牌信任和依恋对品牌承诺有很大的促进作用,品牌承诺是品牌忠诚的核心驱动因素。由此可见,消费者的怀旧情感可以通过品牌关系的中介而作用于品牌忠诚,企业可以通过开发各种营销策略,为消费者提供怀旧体验的平台,从而提高消费者的品牌忠诚度。 相似文献
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Brand community engagement is evolving as a prominent relationship marketing variable that yields promising outcomes for the firms. Drawing upon the relevant premises of social exchange theory, this paper proposes a theoretical model portraying the role of online brand community based benefits (experience based and self-esteem based) and the community relationship investment in predicting the levels of brand community engagement.Data collected through a survey questionnaire technique from 925 members of the firm created online brand communities was employed to test the measurement and structural theory using confirmatory factor analysis and structural equation modeling respectively. The empirical results reveal that the customers’ experiential and self-esteem based benefits drive their brand community engagement. The perceived community relationship investment of the members also drives their brand community engagement positively. The sequential structural model also supported a positive impact exerted by brand community engagement on brand community commitment and brand loyalty. Additionally, it is observed that the focal brand ownership moderates the effect of community benefits and community relationship investment on brand community engagement.This study contributes to the nascent academic research on online brand communities and to the existing understanding of the brand community managers in managing customer engagement in online brand communities, thereby of profound theoretical and managerial relevance. 相似文献
13.
Shu-pei Tsai 《International Business Review》2011,20(5):521-534
The relationship-building approach, focused on the building of brand-to-consumer relationships conducive to brand loyalty formation, has become an extensively investigated topic in international brand management studies. However, the theoretical development of this approach manifests obvious diversities, causing managerial uncertainty about how to take appropriate strategic actions to put the relationship-building approach to best use. The current study, orchestrating the main concepts derived from three relationship-building paradigms with necessary adaptations and modifications, develops and validates the Relationship-Building for Strategic Brand Management Model. Its most noteworthy contribution lies in the coalescence of pragmatic utilitarianism, emotionalism and social symbolism, orienting the relationship-building approach to correspond to the principle of holistic consumer experience management. As explicated by the model, committed and attached relationships built upon the relationship foundation mirroring the holistic essentiality of holistic consumer experience are convertible into powerful driver of international brand loyalty. The model structure and causal path pattern prove to be applicable to different international product brand categories in different regions. Strategic implications are deduced from the research findings, which the international brand manager may take into consideration to maximize the effectiveness of relationship-building strategies for fostering brand loyalty in the international market. 相似文献
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Saikat Banerjee 《食品市场学杂志》2018,24(4):413-440
It is critical to understand the impact of controversy on the consumer. There is a scarcity of research measuring post-controversy consumer attitude on both product and corporate brand during a controversy. The study is based on a recent brand controversy linked with instant noodle brand “Maggi” in India. The study examines impact on brand perceived quality, credibility, trust and loyalty, and attitude about brand and company. Data have been collected during July–October 2015 when the brand Maggi was banned in India due to quality-related controversy. Results indicate that respondents, with higher post-controversy brand loyalty, hold positive attitudes about brand. The interaction effect reveals that the relationship is significant and positive. During controversy, consumers’ attitude about brand and company is not identical. For a strong brand, consumers may have positive attitude but they become quite negative about company. 相似文献
15.
A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers’ brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand manufacturer. Therefore, many brand manufacturers feel enormous pressure to give in and improve buying conditions to favor the retailer. The question thus emerges: Can a brand manufacturer resist a retailer's threat to delist its brand(s)? If a brand delisting severely hurts retail sales, it is easier for a brand manufacturer to resist. The authors study the impact of brand delistings on store switching and brand switching using a controlled online experiment and in-store shopper survey. They develop and test a conceptual model with several antecedents of consumers’ reactions to a brand delisting and conclude that brand equity, market share, and the products’ hedonic level drive store and brand switching. 相似文献
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Obtaining brand-loyal customers has been demonstrated to be vital for profitability and survival of firms. Loyal customers generally have a higher willingness-to-pay and lower price sensitivity compared to other customers. In this article, we study brand loyalty among car owners using empirical data on 35,000 car changes in Norway from 1985 to 2013. In contrast to earlier studies on loyalty within this industry that aimed at revealing the attitudes of customers, our data discuss the actual behaviour. As a supplement to our behaviour data set, we use satisfaction measures produced by Autoindex. Average loyalty, as measured by the consecutive purchase of the same brand, amounts to 26.4%. By including returning customers and measuring the repurchase of the same brand as one of the customer's three previous cars, the average loyalty increases to 36.7%. In general, the most prevalent brands attract the most loyal customers. A logit model is applied to describe the factors that have the strongest influence on brand loyalty. The information obtained by this study is of interest to several parts of the automotive industry value chain. Moreover, the analysis is relevant for researchers conducting attitudinal studies on loyalty and satisfaction by comparing this information to the actual behaviour of customers. 相似文献
18.
Carl Marcus Wallenburg David L. Cahill A. Michael Knemeyer Thomas J. Goldsby 《Journal of Business Logistics》2011,32(1):83-98
This study examines differences in loyalty formation within logistics outsourcing relationships between Germany and the United States. A model of loyalty formation on the basis of commitment and trust is developed and differences between Germany and the United States are hypothesized. They are tested based on 795 logistics outsourcing relationships in the two countries using structural equation modeling. The results indicate that these relationships differ depending on cultural traits relating to trust and commitment. The findings are relevant for practitioners and academics as they paint a more globally informed picture of loyalty formation within logistics outsourcing relationships in which to base both managerial decisions and future research. 相似文献
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Consumers' Trust in a Brand and the Link to Brand Loyalty 总被引:20,自引:1,他引:20
Brands are important in the consumer market. They are the interface between consumers and the company, and consumers may develop loyalty to brands. This study proposes that trust in a brand is important and is a key factor in the development of brand loyalty. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics. Respondents representing a broad spectrum of Singapore consumers were surveyed. The findings reveal that brand characteristics are relatively more important in their effects on a consumer's trust in a brand. The results also show that trust in a brand is positively related to brand loyalty. Marketers should, therefore, take careful consideration of brand factors in the development of trust in a brand. 相似文献
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中国文化背景中的消费者-品牌关系:理论建构与实证研究 总被引:1,自引:0,他引:1
借用本土人际关系理论对中国消费者-品牌关系进行了理论建构,认为存在四种基本的品牌关系类型"家人关系"、"好朋友关系"、"合作伙伴关系"和"熟人关系",可以揭示并描述品牌关系的差异。作者通过两个研究验证了理论建构的合理性:研究1初步显示本土人际关系隐喻适用于中国消费者对品牌关系评价的情境;研究2进一步验证了品牌关系类型与品牌关系质量具有良好的同时效度。 相似文献