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本文从消费者认同的角度,利用结构方程实证研究了名人代言对消费者购买意愿的影响,结果发现:(1)消费者对名人代言的自我认同对其社会认同有显著的正向关系;(2)消费者对名人代言的自我认同和社会认同,均对代言品牌的品牌态度存在显著的正向关系;(3)消费者对名人代言的自我认同和社会认同,均对代言品牌的购买意愿没有直接的显著影响,但通过品牌态度作为中介,存在间接显著的正向关系;(4)消费者对代言品牌的品牌态度对该品牌的购买意愿存在正向关系。 相似文献
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消费者经常被与其社会身份相关联的产品和品牌所吸引,本文引入消费认同概念,试图揭示消费认同对品牌购买的影响机制。研究结果表明:消费认同、积极情感、否认态度对品牌选择意愿有显著正向影响,积极情感、否认态度在消费认同与品牌购买意愿之间起显著中介作用,品牌自我一致性在否认态度与品牌购买意愿之间起显著调节效应。 相似文献
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认同营销是近几年才兴起的一个新概念,它是以目标消费者的身份或自我为核心来运作的,旨在通过满足消费者自我相关的需求来实现企业的目标。本文在对认同营销的概念进行理解和定义的基础上,系统分析和探讨了认同营销的理论逻辑和企业在实践中应遵循的一些重要的方法论原则。 相似文献
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热米娜·阿布都卡的尔 《现代商贸工业》2014,(1):170-172
以SNS用户持续使用行为为研究对象,以信息系统持续使用理论模型为基础框架,针对SNS的社会特性加入了社会认同和自我认同以及习惯等因素,建立了SNS用户持续使用行为模型,通过结构方程模型对研究模型和假设进行了实证研究。结果表明:社会认同和自我认同对SNS用户的持续使用有正向影响,社会认同对SNS持续使用的影响大于自我认同对SNS用户持续使用的影响。 相似文献
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品牌服装卖场陈列状况浅析 总被引:1,自引:0,他引:1
服装店铺设计已越来越为服装零售商所重视。尤其是品牌服装的卖场不光是销售的场所,而且担负起传达品牌理念、创造品牌差异、提高顾客忠诚度等作用。本文调研了位于上海繁华购物中心的50个品牌服装店铺,对卖场的六个方面进行了分析和总结,并提出了一些建议。 相似文献
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本文将品牌认知理论引入到自有品牌的研究中,以KS商场为例,应用回归分析方法检验了消费者自有品牌认知度的不同维度对其店铺忠诚的影响,以及价格敏感性对上述关系的调节作用。研究发现,自有品牌的品牌识别、品质认知、品牌联想均对店铺忠诚具有显著的正向影响;在品牌回忆、品质认知、品牌联想对店铺忠诚的影响中,价格敏感性具有显著的负向调节作用。 相似文献
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宜家 《现代营销(创富信息版)》2014,(9):28-28
以提升员工自我效能为出发点,引入组织认同这一中介变量来构建企业社会责任与员工自我效能之间的关系模型。运用SPSS16.0和AMOS7.0软件进行统计分析。研究结果表明企业社会责任对员工自我效能有显著的正向影响以及组织认同在企业社会责任与员工自我效能关系中有部分中介作用。 相似文献
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随着市场经济的不断深入,一些新的市场概念也不断涌现出来。目前在全国掀起了店铺投资的热潮。这种将房地产和商业店铺结合起来运作的投资新理念。也开始在京城渗透。“北京大都市街”首次在京城推出了出售全部产权的方法,仅仅几天,30万平方米建筑面积的商业店铺,就被众商家订购一空。应该如何认识这种经济现象呢?近日,笔者走访了一些有关业内人士和权威人士,对这一现象进行了分析: 店铺投资──投资置业的优选方案 随着我国改革开放的不断深入,人民生活水平不断提高,家居也日益现代化。原有的”老三件”早已被淘汰,购置汽车、… 相似文献
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We investigate the concept of the heritage store, that is, the locations that lies at the heart of a brand׳s identity and history. Based on store observations and interviews with managers and sales personnel in the luxury industry, we analyze the characteristics of heritage stores and their role in the management of heritage brands. We show how managers sacralize a store׳s heritage to nurture the value proposition of the brand. Our analysis yields new insights into retailing, introducing the concept of the heritage store and emphasizing its sacralizalization. We outline the implications for retail marketing in developing and maintaining the sacralization of heritage stores. 相似文献
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Beyond window signs: Understanding the affect‐based effects of window signs on store patronage intentions
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Franklin Velasco Vizcaíno 《心理学和销售学》2018,35(7):542-552
Store managers commonly use window signs to decorate their stores and, more importantly, to communicate store‐related information to their customers. This research investigates the role window signs play in influencing consumers’ attitudes and store patronage intentions. Empirical evidence from two studies (data from a real‐life store environment and from an experimental setting) indicates that window signs generate positive inferences to consumers about the store image and the store promotion value, which ultimately influence consumers’ patronage intentions. Furthermore, this study proposes and tests a model suggesting that window signs represent a diagnostic cue from which consumers infer a sense of place identity. The results show that place identity partially mediates the relationship between consumers’ attitude toward window signs and consumers’ store patronage intentions. Moreover, this study includes the store manager's perspective and finds evidence that retail managers have positive attitudes toward window signs, which encourage them to rely on this promotional tool to announce store promotions. Implications of the findings for the role of window signs are discussed. 相似文献
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Robert V Kozinets John F SherryBenet DeBerry-Spence Adam DuhachekKrittinee Nuttavuthisit Diana Storm 《Journal of Retailing》2002,78(1):17-29
The flagship brand store is an increasingly popular venue used by marketers to build relationships with consumers. As we move further into an experience economy in the new millennium, retailers are refining the flagship brand store into new forms such as the themed retail brand store. This new form not only promotes a more engaging experience of the brand’s essence but also satisfies consumers looking for entertainment alongside their shopping. In this article, we conceptualize and explore themed flagship brand stores in terms of the mythological appeal of the narratives conveyed by their physical and symbolic structure. We utilize a field study of ESPN Zone Chicago to examine these features in a sports-themed retail brand store. Finally, we offer some projections, based on our research, of the possible transformations of the flagship brand store as the new century unfolds. We conclude that mindscape-related themes, which combine entertainment, therapeutics, and spiritual growth, are at the frontier of retail theming. 相似文献
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Mónica Gómez Natalia Rubio 《International Review of Retail, Distribution & Consumer Research》2013,23(5):515-534
Academic attention to the relationship between store brand attitude and store brand loyalty is insufficient. Our paper fills this research gap by proposing and testing a theoretical model that demonstrates a reciprocal and mutually-reinforcing relationship between store brand attitude and store brand loyalty. The literature review identifies independent variables as potential predictors of both characteristics. We apply a two stages least squares model to data that come from a survey of Spanish households. The findings corroborate some of the propositions of the conceptual model: the reciprocal relationship between the two dependent variables; the influence of risk, deal proneness, price and value consciousness and extrinsic and intrinsic cues on store brand attitude; and the influence of exploration, deal proneness, store loyalty, store brand trust and store brand affective commitment on store brand loyalty. 相似文献
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How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We provide retail marketers with avenues to offer increased in-store brand experiences by appealing to consumers’ emotions, senses, behaviors, and cognition. 相似文献
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Mercedes Martos-Partal Oscar González-Benito 《International Review of Retail, Distribution & Consumer Research》2013,23(3):273-288
This article studies the impact of retailers' store brands on store performance. Specifically, we analyze the extent to which store brands contribute to store loyalty. On the one hand, a positive relationship between customers' familiarity with and loyalty to the retailer's own brand and customers' loyalty to the retailer should result from the potential of the store brand to differentiate the retailer. On the other hand, an negative relationship between customers' familiarity with and loyalty to the retailer's own brand and customers' loyalty to the retailer may result from store brands' association with more price-sensitive customers, who have a higher propensity to buy at different stores that offer the best bargain. The empirical analysis, conducted with a sample of customers of leading retailers in the Spanish detergent market, shows no relationship between store brand loyalty and loyalty to the retailer. Although the purchase of store brands relates positively to higher loyalty to the retailer, this relationship deteriorates with the degree of exclusivity of store brands within the customer's shopping basket. 相似文献
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Bridge,Focus, Attack,or Stimulate: Retail Category Management Strategies with a Store Brand 总被引:1,自引:0,他引:1
We investigate a monopolist retailer's category management strategy where the main strategic decisions are how to horizontally
position a store brand relative to the incumbent national brands and how to price the store and national brands for retail
category profit maximization. We analyze a market composed of two consumer segments with differing tastes and heterogeneity
with respect to willingness to pay and a product category consisting of two competing national brands and one store brand.
We find that contrary to the existing literature, it is not always optimal for a retailer to position its store brand against
the leading national brand; instead there are many situations where it is best to position the store brand close to the weaker
national brand or to position it in the “middle” so it appeals to both national brands' target segments. In the process we
identify four distinct category management strategies that a retailer can use with a store brand. In three of these the optimal
store brand price is the brand's monopoly price, while in the remaining one strategy the price is lower. We also suggest an
easy to implement means for a retailer to determine which strategy is best to use, depending on the particular competitive
environment present before the introduction of the store brand and the relative quality of the store brand. We find that the
store brand entry is most beneficial to the retailer when the national brands are moderately differentiated. Finally we show
that introducing a store brand not only allows the retailer to garner a higher share of the channel profits through higher
retail margins, but also often provides the retailer the benefit of increases in national brand unit sales as well as incremental
sales from the store brand.
JEL Classification: M310 相似文献
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Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in the next year due to the economic crisis, which makes up an increasingly competitive market. Previous literature suggests that price and store image are antecedents with a relevant influence on store brand equity. Our study aims to analyze if the store image and price perception matter to store brand equity. A quantitative study was carried out obtaining a total of 362 valid responses. Results show that both variables have a positive influence on store brand equity, store image being the more relevant factor. The study is of great interest for retailers who wish to increase the value proposition. 相似文献
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Edmund O’Callaghan 《International Review of Retail, Distribution & Consumer Research》2019,29(5):600-617
ABSTRACTCharities are increasingly adopting commercial branding strategies to capture consumer hearts and minds for competitive gain, with little attention on the internal organisational battle for hearts and minds within a not-for-profit context. This paper explores the internal brand of a charity that currently operates 227 charity shops on the island of Ireland, using Hankinson’s 2004 framework that focuses on functional, symbolic, behavioural and experiential components. An exploratory case study was developed based on a survey of organisational members (n = 138), interviews with six regional shop managers, observation in retail stores and supplemented by organisation documentation. Findings indicate a clarity of perception on mission, purpose and core values for the charity, but more ambiguity around perception of the charity shop brand and identified issues relating to communication of policies and procedures, managerial practice and the workplace environment. The study also reveals a gap between the charity’s organisational identity and the brand identity for the charity store network, a clarity in the perception of core values that does not underwrite the store brand and resistance to the implementation of commercial practice within a volunteer-led charity. Trust may be the key in the internal battle for hearts and minds within the charity and may be crucial for the charity to realise its’ potential and successfully meet its’ mission for maximum societal gain. 相似文献
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品牌识别与品牌形象是品牌的两个侧面,品牌识别由品牌商标、语言、符号等组成,传达品牌价值、利益和个性,品牌形象则是存在于消费者心智中的主观感知,是消费者对品牌的认知、评价和态度的综合。因此,品牌识别与品牌形象是品牌的两个侧面。文章对品牌识别和品牌形象的概念进行了理清之后,在品牌识别过程模型基础上,将可控的品牌关系取代传播环境作为品牌形象综合传播过程的外生变量,完成对Kapferer和Coop提出的传播模型的修正。修正模型存在以下启示:对品牌裂缝的属性认知更加清晰;为进一步研究品牌裂缝的影响因子提供了方向;为缩小甚至消除品牌裂缝,提升品牌忠诚度提供了解决思路。 相似文献