消费者品牌钟爱与品牌忠诚:以品牌敏感为中介

文章通过文献研究和访谈提炼消费者品牌钟爱的维度,在品牌钟爱对品牌忠诚总体性直接作用研究的基础上,进一步探索品牌钟爱与品牌忠诚的维度间关系,同时引入品牌敏感作为中介变量,构建了包含品牌钟爱对品牌忠诚直接作用与间接作用的关系模型。基于消费者运动鞋品牌的实证研究发现:品牌钟爱包含品牌满意与信任、品牌激情、品牌依恋三个维度;品牌激情对品牌行为忠诚有直接的正向作用,品牌依恋对品牌行为忠诚和品牌态度忠诚均有直接的正向作用;品牌满意与信任、品牌依恋对品牌敏感均有正向作用,并以品牌敏感为中介,对品牌行为忠诚和品牌态度忠诚产生间接的正向作用。     

How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation

The purpose of this study is to investigate the relationships among corporate social responsibility (CSR), corporate brand credibility, corporate brand equity, and corporate reputation. Structural equation modeling analysis provided support for the hypotheses from a sample of 867 consumers in South Korea. The results showed that CSR has a direct positive effect on corporate brand credibility and corporate reputation. In addition, the results indicate that corporate brand credibility mediates the relationship between CSR and corporate reputation. Moreover, corporate brand credibility mediates the relationship between CSR and corporate reputation. Finally, the relationship between CSR and corporate brand equity is sequentially and fully mediated by corporate brand credibility and corporate reputation. The theoretical and managerial implications of the results and limitations are discussed, and future research directions are suggested.     

品牌体验对品牌忠诚的影响:品牌社区的中介作用

文章以"动感地带"为测试品牌,在构建品牌体验、品牌社区和品牌忠诚三者之间概念模型的基础上,应用多元回归分析,实证研究了品牌体验、品牌社区对品牌忠诚的影响.研究发现:品牌体验对品牌社区具有显著的正向效应;品牌体验和品牌社区对品牌忠诚均具有明显的正向影响;品牌社区是品牌体验作用于品牌忠诚的中介变量,品牌体验更多的是通过品牌社影响品牌忠诚.这些研究结论为品牌忠诚影响因素的进一步研究提供了理论基础,对于企业创新品牌忠诚培育模式和策略也具有指导意义.     

The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation

In this article, the researchers explore the following question. Can corporate social responsibility (CSR) and the corporate reputation of a firm lead to its brand equity in business-to-business (B2B) markets? This study discusses CSR from customers’ viewpoints by taking the sample of industrial purchasers from Taiwan small-medium enterprises. The aims of this study are to investigate: first, the effects of CSR and corporate reputation on industrial brand equity; second, the effects of CSR, corporate reputation, and brand equity on brand performance; and third, the mediating effects of corporate reputation and industrial brand equity on the relationship between CSR and brand performance. Empirical results support the study’s hypotheses and indicate that CSR and corporate reputation have positive effects on industrial brand equity and brand performance. In addition, corporate reputation and industrial brand equity partially mediate the relationship between CSR and brand performance.     

品牌全球化形象对消费者选择的影响:调节因素的分析

文章以大学生为样本对构建的品牌全球化形象影响消费者品牌选择模型进行了实证研究.发现品牌全球化形象对消费者购买意向有直接影响,感知品牌质量对消费者购买意向有间接影响,品牌质量对消费者购买意向的影响程度最强.重要的是,产品类别和消费者融入全球消费文化程度在品牌全球化形象和消费者选择的关系中,具有显著的调节效应.研究结论对我国企业创建全球化品牌具有重要的启示作用.     

Understanding Cosmopolitanism and Brand Origin Recognition Accuracy: The Moderating Effect of Need for Cognition

This paper investigates whether cosmopolitan individuals have a greater knowledge of brand origins compared to non-cosmopolitans. The moderating effect of need for cognition is tested. Additionally, this work tests whether the level of confidence in assigning a country of origin to a brand affects brand attitude. The results show that cosmopolitan individuals have significantly higher brand origin recognition accuracy scores than non-cosmopolitans. Second, an interaction is found between cosmopolitanism and need for cognition to impact the brand origin recognition accuracy. Third, when individuals are more confident about the origin of a brand, brand attitude increases.     

The Carryover Effect of Customer Satisfaction on Service Quality Focused on Moderating Effect of Customer Trust and Cooperative Orientation

The current study is intended to provide a novel contribution in regards to the relationship between service quality and customer satisfaction by focusing on carryover effects of satisfaction judgment on perceived service quality of the subsequent transaction. In addition, we probe the role of customer trust in the relationship between customer satisfaction and service quality. The results indicate a cycle of customer satisfaction and perceived quality over time, which validates the concept of cycle of satisfaction. The results also indicate trust toward a service provider has a moderating role on the relationship between customer satisfaction and perceived service quality.     

在线品牌社群成员参与程度对其社群认同的影响——产品类型和品牌熟悉度的调节

文章根据互动和非互动划分社群成员参与程度的高低，通过两个实验探究了在不同产品类型和品牌熟悉度的情境下，在线品牌社群成员参与程度对其社群认同的影响差异。研究发现：对于搜索品，社群参与程度较低时，其社群认同更强；对于体验品，社群参与程度较高时，其社群认同更强。另外，对于低熟悉度品牌，产品类型的调节作用仍然存在。但对于高熟悉度品牌，无论是搜索品还是体验品，社群参与程度较高时，其社群认同更强。最后，文章为企业在线品牌社群管理提出了营销建议。     

表层扮演对员工离职倾向的影响：情绪耗竭的中介作用与组织支持的调节效应

随着消费经济的兴起与服务业的发展,企业服务性岗位员工因情绪劳动引发的负面效应越来越受到理论界和实践界的关注。文章基于资源保护理论与组织支持理论,以通讯公司客服人员为研究对象,探讨表层扮演对离职倾向的影响机制,重点分析情绪耗竭的中介作用与组织支持的调节效应。研究发现：表层扮演会影响员工的离职倾向;情绪耗竭在表层扮演与离职倾向的正向关系间具有完全中介作用;组织支持感和主管支持感对表层扮演和情绪耗竭的关系具有调节效应。研究结论丰富和发展了情绪劳动的理论模型,并提出企业可以采取相应的干预措施缓解员工由于表层扮演带来的情绪耗竭和离职倾向问题。     

Media Depictions of CEO Ethics and Stakeholder Support of CSR Initiatives: The Mediating Roles of CSR Motive Attributions and Cynicism

Corporate social responsibility (CSR) functions as a positive signal to stakeholders that a firm is a responsible corporate citizen. However, CSR is increasingly becoming an ambiguous signal of organizational goodwill because many companies engage in CSR purely out of self-interest, rather than genuine altruism. In this paper, we integrate attribution theory with signaling theory to explore how stakeholders react when they receive additional signals that contradict the company’s intended positive CSR signal. Specifically, we argue that morally questionable CEO ethics in the media negatively influences stakeholders’ CSR motive attributions, which in turn results in increased cynicism that ultimately impacts CSR support intentions and behaviors. We find support for our hypotheses in a quasi-experimental study of stakeholder media exposure to different types of CEOs (morally questionable, ethical, and ethics-unknown). Our findings demonstrate that stakeholders consider CEO ethics an important signal of CSR motives, and will shun the CSR initiatives of morally questionable CEOs.     

品牌拟人形象性别一致性和品牌态度关系研究：品牌热情与能力类型的调节作用

三个实验检验了品牌拟人形象性别与目标消费者性别一致性的积极效应以及品牌热情能力定位对其的调节作用。结果表明：出于社会认同动机,当性别刻板印象未被激活时,消费者对于拟人形象和自身性别一致的品牌态度更加积极。而当性别热情能力刻板印象被激活时,性别一致性的积极效应被品牌热情能力定位调节。具体而言,对于男性消费者,相对于能力型品牌,热情型品牌由于和男性高能力低热情刻板印象不同,男性消费者对男性拟人形象的社会认同降低,品牌拟人形象与消费者性别一致性对社会认同和品牌态度的积极效应消失;而对于女性消费者,与传统刻板印象相反的高能力低热情的女性拟人形象并未对她们的社会认同及品牌态度产生负面影响。     

组织认同对建言的影响：基于组织的自尊和工作价值观的作用

员工建言在提高组织运行中扮演重要的角色,由于员工常常担心建言会威胁到组织的现状并使领导感到难堪而不愿发表自己的意见,如何促进员工建言是学者们普遍关注的主题。文章采用12家企业的145名员工和37名直接主管的配对问卷数据,运用多元线性回归方法检验了组织认同对基于组织的自尊的影响,基于组织的自尊在组织认同与建言之间的中介作用,以及工作价值观对基于组织的自尊与建言的调节作用。研究显示：组织认同显著正向影响基于组织的自尊;基于组织的自尊部分中介组织认同对建言的作用;工作价值观各维度中只有内在偏好工作价值观在基于组织的自尊与建言的关系中起正向调节作用。文章对充实组织认同和建言文献有重要的意义,可以为企业激励员工建言提供理论指导。     

Building Mobile Brand Equity: The Mediating Roles of Perceived Values

This research tests the mediational roles of hedonic and utilitarian values consumers receive from using mobile data services (MDS) on the relationship between mobile commerce experience and mobile provider brand equity. A theoretical model was developed based on a review of the existing literature, and a survey was developed to test the model using a sample of 371 students in major universities in Jordan. The structural findings showed that MDS experience positively influence MDS provider image, which positively influenced both utilitarian and hedonic values, the effect being stronger for the utilitarian value. Moreover, both types of perceived values from using the MDS fully mediate the effect of MDS provider image on mobile equity.     

Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity

ABSTRACT

This report provides an overview of the concept of prepurchase brand avoidance, by identifying the motivating factors in a developing nation. Additionally, the authors aim to explain the negative effect of country-of-origin familiarity leading to brand avoidance. Relationships between constructs (undesired self, negative social influence, perceived animosity, and perceived risk) were hypothesized and data were collected via an online survey, where 286 respondents provided an evaluation for the brands they avoided. Hypotheses were tested using structural equation modeling via AMOS. To date, anti-consumption studies have taken place in developed countries where high agency and abundant choice enable brand avoidance to occur; the authors find that brand avoidance also exists in developing countries, and for all categories of brands, undesired self-congruence is the key determinant for prepurchase brand avoidance. The study did not use any particular product categories. Results need to be expanded and confirmed with other product categories in other emergent markets. Developing nations constitute the fastest growing markets in the world, and knowledge of the factors motivating brand avoidance in these contexts are a competitive advantage (e.g., undesired self is one important variable to focus on to make brands acceptable in such markets). This report provides new insights into consumer judgments of prepurchase brand avoidance in an emerging market.     

Warranty as a Signal of Quality: The Moderating Effect of Consumer Knowledge on Quality Evaluations

Prior research has shown that consumers use warranties as a signal of quality. This article explores whether prior knowledge moderates consumers' utilization of warranty information in evaluating product quality. In particular, we examine how prior knowledge impacts the relative use of warranty information when consumers are already aware of firm reputation. Indeed, we find that the extent to which warranty information is used in quality evaluations varies with prior knowledge. We report the results of two experiments, which somewhat surprisingly suggest that, for experts, a better warranty leads to perceptions of higher quality, regardless of firm reputation. Novices on the other hand, tend to perceive a better warranty as a signal of higher quality only when the firm is reputable but not when its reputation is low.     

物业服务质量对顾客价值及顾客忠诚的影响:居住档次的调节作用

在竞争日益加剧的市场环境中如何提供高质量的服务,提升顾客感知价值以及顾客忠诚度是企业获取竞争优势的关键所在.本文以物业服务行业为研究背景,建构服务质量各维度对顾客价值和顾客忠诚的影响机制模型,并检验居住档次对该模型的调节效应.研究结果表明:与其他行业的服务质量维度构成不同,物业服务质量由实体环境、专业保障、服务效率和人文关怀四个维度构成;实体环境对顾客忠诚产生正向显著影响,而专业保障、服务效率、人文关怀三个服务维度虽然对顾客忠诚没有显著的直接影响,但均通过顾客价值对其产生间接影响;顾客价值是解释服务质量影响顾客忠诚的重要中介变量;居住档次部分调节了实体环境、专业保障、服务效率和人文关怀对顾客价值及顾客忠诚的影响.     

自我概念一致性与品牌偏好关系研究:自我差异的调节作用

本文研究了自我差异对自我概念一致性与品牌偏好关系的调节作用。结果表明,当消费者感知到高水平的自我差异时,理想的自我概念一致性(相比现实的自我概念一致性)对品牌偏好的影响更大;而当消费者感知到低水平的自我差异时,现实的自我概念一致性(相比理想的自我概念一致性)对品牌偏好的影响更大。因此,企业不仅要深刻认识到消费者自我概念在品牌个性塑造中的重要性,而且必须将自我概念一致性与自我差异相结合,针对消费者不同自我差异水平进行品牌个性的细化塑造。     

企业社会责任对品牌丑闻信息影响的调节效应

研究以企业社会责任为视角,通过实验研究重点探讨了对品牌丑闻信息的消费者购买意愿影响问题。研究结果认为:①不同的品牌丑闻信息危害程度对消费者的购买意愿影响是不同的;②企业履行积极的社会责任能够有效降低品牌丑闻对消费者的负面效应,即无论品牌丑闻严重程度如何,消费者的购买意愿都无显著差异;而当企业履行消极的社会责任时,品牌丑闻严重程度对消费者购买意愿有显著的负向影响。研究结论对企业实施品牌危机管理具有重要的指导与借鉴意义。     

Effectiveness of Marketing Cues on Consumer Perceptions of Quality: The Moderating Roles of Brand Reputation and Third‐Party Information

Consumers usually infer unobservable product quality by processing multiple‐quality cues in the environment. Prior research considering the simultaneous effects of marketing cues on consumer quality perceptions is sparse. Despite the growing importance of third‐party information, research examining its simultaneous effects with marketing cues on consumers’ decision making is especially absent. This research, drawing on cue‐diagnosticity, cue‐consistency, and negativity bias theories, proposes and tests a conceptual framework to reveal interplays among various marketing‐ and nonmarketing‐controlled product cues. The first study examines how two‐ and three‐way interactions of high‐scope (i.e., brand reputation) and low‐scope marketing cues (i.e., price and warranty) affect consumer perceptions. The second study examines a set of interaction effects between third‐party quality ratings and marketing cues (i.e., price and warranty) on consumers’ perceptions. Overall, the results reveal theoretical and managerial implications for processing multiple‐quality cues in consumers’ inference‐making behaviors and suggest that consumers generally aggregate perceptions in more complex ways than suggested in the prior literature when making global product quality evaluations.