中华老字号品牌形象对客户忠诚度影响的研究

本文运用文献回顾的方式,以老凤祥为例,大胆的将中华老字号品牌形象分为四个维度,即公司形象维度、声望性形象维度、传承性形象维度和情感性形象维度,从四个维度对中华老字号的品牌形象进行分析,得出中华老字号品牌对客户忠诚度有一定的影响。提出中华老字号品牌可以通过提高宣传、品牌保护、完善销售渠道、进行产品升级等方面加强品牌形象从而提升客户忠诚度。最后得出结论,中华老字号品牌形象应在推广其独特的历史价值和文化价值的同时做好产品本身的质量,跟上时代发展潮流,只有二者兼顾,才能做到长远发展。     

绿色品牌形象对消费者绿色产品购买意愿的影响——基于品牌认同的中介作用和绿色知识的调节作用

本文采用贝尔的品牌形象模型,以品牌认同为中介变量,以绿色知识为调整变量,以450位消费者的抽样数据为基础进行实证分析,得出以下结论：第一,绿色品牌形象主要包括绿色产品形象、绿色企业形象、绿色消费者形象三大维度,对绿色产品的购买意向具有积极作用;第二,绿色品牌形象对消费者的购买意向具有重要的中介效应;第三,绿色知识在绿色品牌形象对品牌认同影响中有显著的正向调节作用,实证研究结果可以为企业建立绿色品牌,提高绿色竞争力,具有一定的理论和现实意义。     

品牌权益影响下的双渠道供应链定价决策及协调研究

针对一个制造商开通直销渠道销售产品与零售商的价格竞争问题,文章基于制造商与零售商共享品牌权益的视角,研究在制造商双渠道供应链结构中,价格和品牌权益同时作用下的双渠道供应链定价决策,分别分析在集中决策下和分散决策下,品牌权益对两种渠道价格和利润的影响。研究发现：在集中决策下,两种渠道的价格、利润与品牌权益成正相关;在分散决策下,当品牌权益超过一定临界值时,其对制造商直销渠道的价格和制造商总利润的影响大于零售商。鉴于品牌权益对供应链定价决策的重要影响,文章建立制造商和零售商之间的品牌权益成本共担机制,并通过数值仿真分析发现,当实施品牌权益成本共担机制时,制造商和零售商的销售价格和利润均是最优的。因此,零售商应加强与制造商的互动,共同创造高品牌权益的同时,也应共同分享高品牌权益。     

基于顾客让渡价值与零售商渠道差异的网络价格离散解释

本文通过考察网络零售商的渠道差异,分析并解释网络定价差异即网络价格离散现象.笔者认为在市场竞争中价格竞争是表现、价值竞争是实质.因此文章以顾客让渡价值为中间变量,分析了顾客让渡价值与渠道因素对网络定价差异形成的机理,认为网络零售商的企业形象产生的零售商差异以及基于时间成本、运费成本和服务价值产生的网络渠道差异会对顾客让渡价值产生影响,进而影响网络零售竞争状态,从而导致网络定价差异.     

品牌形象代言对品牌资产管理的影响研究

品牌形象代言人是提升品牌形象的方法之一,而品牌形象的提升可以传达品牌理念与价值取向,赢得目标受众的认同,从而提升品牌资产。但当前,我国企业在运用品牌形象代言人来提高品牌资产方面存在很大误区。本文希望通过对这些操作误区的分析,探索我国企业有效运用品牌形象代言人塑造品牌形象进而提升品牌资产的对策,实现企业、代言人、消费者三者的共赢。     

电商平台中品牌形象匹配策略对消费者满意度影响研究

随着新消费时代的来临,网上购物的消费群体激增,各类电商平台发展势头迅猛,这也为电商平台宣传品牌的形象提供了新的契机。本文主要考察电商平台中品牌形象匹配策略对消费者满意度的影响,并探讨电商平台的四个导向特征,即个性导向、趣味导向、互动导向以及利益导向,探讨电商平台应关注的不同的品牌形象,包括品牌价值观形象、情感性形象与专业化形象,进而验证了两者之间的匹配效应。研究表明：以个性导向的电商平台宣传品牌价值观形象、以趣味和以互动导向的电商平台宣传情感性形象以及以利益导向的电商平台宣传专业性形象均促进消费者对品牌的满意度。     

农产品原产地形象对网络品牌的影响研究——基于电商直播视角下消费者心理距离和感知价值的分析

建设农产品网络品牌是提高农产品竞争力、实施乡村振兴战略的重要路径。本文基于线索理论探究了直播带货情景下,原产地形象对网络品牌形象的影响机理。研究结果表明：原产地形象对品牌形象存在显著正向影响;心理距离和感知价值在原产地形象对品牌形象的影响关系之中起链式中介作用;电商主播特性正向调节原产地形象与品牌形象之间的关系。因此,应采取相关策略减小消费者与原产地之间的心理距离,以提高消费者对产品价值的感知;电商主播应当具备一定的专业性与互动性,以提高消费者对品牌形象感知,强化原产地形象在品牌形象构建中的作用。     

电商平台对农产品上行的价格指导机制与对策研究——“数商兴农”背景下

在国家实施“数商兴农”工程背景下，电商平台通过数字化转型，对农产品上行进行价格指导是当前和今后农村电商发展的重要任务。电商平台对农产品上行的价格指导机制包括价格指导的形成机制、效应机制和实现机制。其中，电商平台对农产品上行价格指导的形成机制又由压力机制、动力机制和能力机制构成；效应机制表现为电商平台的价格指导提升了竞争优势以及价值增值和数据赋能效应，产生了竞争力、成长力和融合力的“三力”提升效应；实现机制表现为价格数据采集、价格大数据挖掘和价格指导实施等三个环节。根据研究结论，提出了促进涉农电商平台数字化转型升级、拓展价格指导数字化应用场景和共同铸造数字化农产品特色品牌的对策建议。     

互联网购物节降价促销策略研究——基于电商平台和网络零售商视角的分析

为优化互联网购物节降价促销策略,本文针对电商平台和网络零售商组成的销售市场,构建电商平台促销和网络零售商促销的两周期定价模型,分析电商平台主导促销、网络零售商自主促销两种促销策略的最优定价决策,并探讨两种促销策略的有效性。研究表明：两种促销策略下,折扣期价格和市场总需求相同。只有促销对消费者的影响程度适中时,网络零售商积极促销能够同时提升电商平台和网络零售商利润,实现预期利润最大化;否则,采取传统电商平台促销更有利。     

关于高科技企业品牌资产价值测量模型的探讨

本文从高科技企业品牌资产市场维度开发着手,明确了高科技企业品牌资产价值的市场开发维度、影响变量,探讨了高科技企业品牌资产价值的内部驱动因素和外部驱动因素,并结合实例分析了产品危机中相关变量对高科技企业品牌资产价值的影响,通过测量模型的实例分析可知,企业品牌资产价值至关重要,合理的危机处理手段是维护品牌形象、保障品牌资产价值的关键所在。最后以跨国高科技企业为例,探讨了如何积极应对品牌资产损害的策略。     

Crosswise and reciprocal interdependencies within retailers’ multichannel structures

Understanding consumer behavior across channels is the fundamental basis for implementing successful multichannel retailing strategies. This study analyzes the crosswise and reciprocal relationships between offline and online brand beliefs, offline and online retail brand equity and consumers’ conative loyalty to a retailer in multichannel structures. The relationships are contextualized by investigating fashion and grocery retail sectors and different prior channel performances that are likely to affect the paths to loyalty across channels. To provide insight into these issues, two cross-sectional and two longitudinal models are employed. The results show that former brick-and-mortar retailers are able to significantly increase consumers’ loyalty to the firm by primarily designing offline (secondary online) attributes and beliefs. The results hold for retailers in both fashion and grocery retailing, however, with stronger effects in fashion, as well as for retailers with strong vs. weak prior channel performance. However, indirect effects indicate that online brand beliefs and offline retail brand equity are the central strategic levers for prior strong (vs. weak) retailers. Reciprocal relationships between online and offline retail brands underline important channel interdependencies. Managers thus need to take these crosswise and reciprocal interdependencies between channels into account when designing successful multichannel retailing systems. This study introduces the novel idea of simultaneous crosswise and reciprocal relationships within multichannel retail structures and shows that paths to loyalty vary for retailers in different retail sectors and retailers with strong vs. weak offline and online channel performances.     

Reciprocal Effects Between Multichannel Retailers’ Offline and Online Brand Images

Two experiments were conducted to disentangle reciprocal relationships between multichannel retailers’ offline and online brand images. Results support the cross-channel effect of prior offline brand image on online brand beliefs (biased assimilation) and that of online performance on offline brand beliefs (impact). Consumers’ online and offline brand attitudes were influenced by not only brand beliefs from the respective channel but also by beliefs from the other channel. But, strong prior offline brand image was found to mitigate the impact of online performance on offline brand beliefs in the presence of negative online performance (impact minimization) as a way to eliminate cognitive dissonance.     

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract

In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.     

What induces online loyalty? Online versus offline brand images

This study investigates the effect of the interplay between a multi-channel retailer's offline and online brand images on consumers' online perceived risk and online loyalty within the framework of a theory of cognitive dissonance. A sample of 671 female college students participated in an experiment using a 2 (prior offline brand image) × 2 (online performance) between-subjects design. Results reveal that offline brand image exerts significant effects on online brand image - which, in turn, significantly explains online perceived risk - and online customer loyalty. However, online perceived risk has no significant effect on online customer loyalty after controlling for the effects of online and offline brand images. These results provide implications for the direct and indirect halo effects of offline brand image and the direct effect of online performance that may influence consumers' perceptions, expectations, and loyalty regarding multi-channel retailers.     

Managing a Global Retail Brand in Different Markets: Meta-Analyses of Customer Responses to Service Encounters

This study investigates how retailers can leverage their brand to shape customers’ satisfaction with service encounters. It develops and tests hypotheses about how brand, store, and consumer factors moderate customer responses to experience clues during retail service encounters. Six meta-regression analyses synthesize and compare results from 842 satisfaction equations describing customers’ encounters with a global retailer operating 400 stores in 32 countries. The results show how customers weigh their perceptions of service encounters differently depending on brand, store, and consumer factors. In markets where customers believe the retailer has high holistic brand quality, they place less weight on experience clues within the store. In markets where customers believe the retailer’s service brand promise, they place more weight on in-store experience clues. In markets where the retailer promises utilitarian value, customers weigh functional experience clues more heavily. In markets with an online purchasing channel, the effect of experience clues common to offline and online store environments is magnified, and unique clues are diminished. In addition, customers heavily weigh experience clues that fit their goals. In general, retail success factors include high brand quality (which makes customers more forgiving), a service brand promise that is mirrored in the store image (which makes customers attend to the experience clues aligned with them), and the careful monitoring and managing of retail touchpoints (to customize experience clues to each market). In this way, retailers can use customer-based strategies to effectively design and manage their global retail brand in different markets.     

品牌形象创新的时机选择与方法

品牌形象必须具有相对的一致性 ,这是品牌经营和品牌资产积累的内在要求。但是 ,企业经营所面临的外部环境每时每刻都在发生着急剧的变化 ,品牌形象必须对外部环境的变化做出积极的回应。当品牌形象无法反映外部环境的变化时 ,就必须对进行变革与创新。通过对品牌形象一致性的重要性和变革之必要性的分析 ,对品牌形象创新的方法及时机选择进行了有益的探讨。     

Private label brands: major perspective of two customer-based brand equity models

In recent years the retail industry has been characterized by the fast growth of private labels, with an increase of the offer of private labels and the enhancement of their value in the marketplace. This research focuses in private label brand equity to deepen the understanding of its origins, by analyzing two alternative customer-based conceptual models. The present study was developed in the large retailing industry, comprising different retailing formats that offer private labels to consumers. Our findings suggest a conceptual private label brand equity model, which is slightly different from the Aaker's brand equity model, considering store image as an antecedent and stressing its importance in building and enhancing private labels' brand equity. Additionally, retailers searching for successful ways to compete in the retail market need to examine in more detail the customer-based brand equity related to their private labels.     

The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model

Abstract

In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and brand love upon overall brand equity and purchase intention. A two stage analysis was done on data collected from 548 respondents through a self administered questionnaire. In the first stage the measurement model was checked for reliability and validity, while in the second one, the strength of the relationships was ascertained in the structural model. The study enables an in-depth understanding of the antecedents of brand equity. It provides valuable theoretical insights on the determinants of brand equity formation. At the same time, it explores the effect of socio demographic variables like gender and usage. Brand love and overall brand equity mediate relationships. This study proposes a new branding model by simultaneously integrating variables that have been previously researched upon; brand love, brand experience, overall brand equity and purchase intention as one comprehensive model. This paper confirms that brand love and brand engagement are second order constructs and important brand mix elements. Brand engagement and brand love relationship is moderated by usage and gender.     

品牌建设视野下本土护肤品牌的发展策略研究

品牌建设是品牌培育和发展的重要途径。本文探讨了本土品牌建设的发展策略:差异化定位,打造民族特色的中草药品牌;注入传统文化,精心设计品牌识别系统;加大研发力度,创新产品类别和功能;树立质量安全观念,树立民族品牌高品质形象;借助网络广告和微博营销,多角度全方位进行品牌推广;维护品牌权益,创新品牌表现形式。     

Role of Advertising and Promotion in Brand Equity Creation

This article surveys the effects of the individual's attitude toward advertising and nonmonetary promotions besides other subjects, namely advertising cost and monetary promotions on brand equity. It has been surveyed on 392 consumers in Iran. Its results prove the effective role of the individual's attitude toward advertising in promoting the brand equity. The deficiency of advertising in affecting the perceived quality and brand association, and the inefficacy of nonmonetary promotions on brand equity are the fascinating ramifications. In addition, the findings show that businesses can improve the process of the brand equity management by contemplating the relations between the dimensions of the brand equity.