品牌忠诚度的影响因素及其在企业营销战略中的应用

一个企业要想自立稳根,需要花费极大的心力。在企业经营营销中,打造一个品牌是极其重要的,许多消费者往往会注重品牌的选择,甚至会忠诚于一个品牌。研究消费者的品牌忠诚度是企业在营销战略中的一个重要策略。据此,分析消费者消费过程中的行为及其人格特征以及企业在所处行业中所出现的影响因素,并从这些方面探究出如何更好地使一个企业实现良性运营。     

提高消费者品牌忠诚度的情感策略分析

提高消费者对品牌的忠诚度对于企业的长远发展来说十分重要。本文首先对品牌忠诚度和情感营销的概念进行了界定,认为通过积极的情感营销策略,可以增加消费者对品牌的忠诚度。具体的情感策略包括人性化的满足消费者的需求、差异化品牌策略以及加强消费者与品牌的互动沟通等。文章从理论和实践两个方面对此问题进行了分析,以提出具有可行性的对策建议。     

利用微信营销培养品牌忠诚度

微信营销作为一种新兴的营销途径和客户关系管理的工具受到广大商家的热捧。本文针对微信营销的模式、微信营销在培养消费者品牌忠诚度上的优势进行讨论,并对企业在微信营销过程中存在的问题进行了分析。最后就微信营销在提升消费者品牌忠诚度方面提出了几点策略及建议。     

营销“无聊”

企业的广告信息和患上了营销疲劳症的消费者，一个在追，一个在逃。在媒介资源过剩的时代，企业如何抓住受众的“眼球忠诚度”比建立“品牌忠诚度”更加富有挑战。在这个意义上，无干扰、无防范无竞争的”无聊时间”，是企业进行“暴力营销”的最佳甚至是惟一的机会。占据了消费者无聊时间的媒介必将胜出，而抓住了无聊机会的企业营销信息，将让消费者无处可逃，发掘无聊空间的有效价值。     

基于消费者购买决策过程探究消费者产品关系的建立

产品品牌忠诚度是基于消费者与产品的牢固关系,而品牌忠诚度是企业利益的持续来源.本篇文章通过对消费者决策过程的研究来探讨建立消费者-产品关系的方法.在消费者决策的不同阶段,消费者-产品关系界定是不同的,建立消费者-产品关系的营销方法也显现出阶段性特点.     

消费者怀旧情感对品牌忠诚的影响

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。     

“80后”服装品牌忠诚营销研究——基于”80后”服装品牌忠诚度现状的实证调查

随着经济社会的发展,代表品牌利润源泉的消费者品牌忠诚度,已经成为影响企业生存和发展的战略资产,品牌忠诚度可以为企业带来稳定而持久的利润,提供应付激烈竞争威胁的时间。品牌忠诚是市场营销活动中的中心结构,品牌忠诚关乎企业的营销战略,对品牌忠诚进行研究具有现实意义。     

基于企业营销角度的品牌忠诚度研究综述及其对化妆品行业的借鉴

品牌忠诚度是一个产生于市场并为市场营销服务的概念,提高品牌的忠诚度,对一个企业的生存与发展,扩大市场份额至关重要。随着市场经济的深入发展,品牌忠诚度在学术领域及市场实践中都越来越受到重视,心理学、社会学、人类学、脑神经学、市场营销学及经济学等多个学科的相关学者及市场实践参与者都对品牌忠诚度进行了研究,这些研究可根据其研究对象分为两类,一是消费者特征,二是企业营销策略。本文拟通过梳理品牌忠诚度研究的相关文献,从企业营销的角度来总结影响忠诚度的主要因素,并结合化妆品行业特性,探索这些因素对化妆品行业品牌忠诚度的影响及对策。     

浅议消费者的品牌信任问题

企业之所以标榜自己的诚信品质,就是为了取得消费者的信任,最终提高消费者的品牌忠诚度,这是企业营销思想的一个体现。本文分析了品牌信任的特征,阐述了消费者出现品牌信任问题的原因以及重塑品牌信任机制的路径选择。     

品牌成长的内外部层次划分

未来的营销是品牌的战争,品牌的层次决定着消费者对品牌的感受,层次越丰富,消费者对品牌感受的信息越多,美誉度和忠诚度也越高。品牌层次理论对品牌的内外部层次分别进行划分,以期对企业的品牌成长战略有所启示。     

Brand Loyalty and Price Promotion Strategies: An Empirical Analysis

Though brand loyalty has been studied extensively in the marketing literature, the relationship between brand loyalty and retail pricing strategies is not well understood. Designing promotion strategies involves two key decisions: the percentage reduction in price from the existing price point (depth), and the frequency with which a product is promoted. These decisions, in turn, are critically dependent upon how many consumers can be convinced to switch to a brand by temporarily reducing its price, and how many are instead brand loyal. Theoretical models of how the strength of brand loyalty influence optimal promotion strategies have been developed, but there are no rigorous tests of their hypotheses that take into account wholesale price variation. We test how brand loyalty impacts promotion strategies for two frequently purchased consumer packaged good categories. Our results confirm that retailers promote strong brands shallower and more frequently compared to brands with weak loyalty. Our results highlight the importance of carefully modeling wholesale prices when testing behavioral models on retail pricing.     

The moderating effect of individual level collectivist values on brand loyalty

In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between these antecedents and brand loyalty is moderated by consumer differences in individual level collectivist values. This understanding is important however as consumers high in individual level collectivist values have been found to make different brand choices than consumers low in individual level collectivist values. We develop and test theory that suggests consumer differences in individual level collectivist values have a significant moderating effect on the relationship between perceived value, perceived quality, brand trust and brand loyalty. The results show that consumers high in individual level collectivist values are significantly more loyal to a focal brand, especially when brand trust and perceived quality are at relatively low levels.     

The influence of green brand innovativeness and value perception on brand loyalty: the moderating role of green knowledge

Building on arguments relating to the differences between innovation and innovativeness and their influences on brand loyalty, this study investigates how green brand innovativeness and value perception influence green brand loyalty. In addition, the influences of a mediating variable green perceived value (GPV) and a moderating variable (consumer green knowledge) on the development process of green brand loyalty are examined. Data were collected using an online survey administered to a consumer panel in China, and structural equation modelling (SEM) was used to test the conceptual model with a sample of 826 Chinese respondents. The results demonstrate that green brand innovativeness was directly associated with brand loyalty and indirectly influenced brand loyalty via GPV. Moreover, green knowledge significantly moderated the relationship between green brand innovativeness and GPV. Therefore, to promote green brand loyalty, organizations must allocate resources into enhancing consumers’ perceptions of green brand innovativeness and green value, and improving their environmental knowledge.     

Coupon characteristics and brand choice

The effects of coupons on brand choice and repurchase behavior were examined in a laboratory panel experiment. Each of the 122 consumers purchased a candy bar on 10 different occasions; on the seventh purchase occasion, each consumer received an announcement of a new candy bar and one of four versions of a coupon. Results showed that whether or not a consumer will use a coupon depends on the size of the coupon offer, how easily the consumer can redeem the offer, how brand loyal the consumer is, and whether or not the consumer is deal prone. We also found, after statistically adjusting for our censored sample, that loyalty and coupon Characteristics influence whether or not a consumer will continue to purchase a formerly discounted brand. Information aggregation theory (Tybout & Scott, 1983) explains better than attribution theory how the coupon affects repurchase decisions.     

What are the Building Blocks of Customer Brand Loyalty in Department Stores? A Multi-Level Mediation Analysis

Building customer brand loyalty through branding strategies to sustain competitiveness in the retail industry has gathered momentum among researchers. The purpose of this study is to examine the role of brand personality and consumer brand identification on customer brand loyalty via the mediating variables of perceived service quality, perceived value, brand trust, brand commitment, and word-of-mouth communication among Malaysian department stores' customers. Using a self-structured questionnaire, 381 usable responses are considered for data analysis by applying a covariance-based structural equation modeling approach. The results of exploratory factor analysis show that sincerity, followed by sophistication and competence, are the most significant dimensions used to predict brand personality in department stores. The outcomes also reveal that brand personality indirectly influences customer brand loyalty via consumer brand identification. Furthermore, perceived service quality, perceived value, brand trust, word-of-mouth communication, and brand commitment mediate the effects of consumer brand identification on brand loyalty. Finally, the proposed competing model implies that the indirect impact of brand personality and consumer brand identification is inevitable in building department stores' brand loyalty.     

How special rewards in loyalty programs enrich consumer–brand relationships: The role of self-expansion

Although brands offer different kinds of rewards through their loyalty programs, little is known about how they can impact consumer–brand relationships and brand attitude. How do loyalty program rewards influence the consumer–brand relationship? And which kinds of rewards establish or maintain closer relationships between consumers and brands than others? To answer these questions, the present research makes use of self-expansion theory (Aron & Aron, 1986) and two experiments that manipulate the extraordinary character of rewards offered to consumers. Our findings show that special rewards produce higher self-expansion than mundane rewards. Moreover, the positive effect of the rewards’ extraordinary character on brand evaluation, recommendation, and identification is sequentially and fully mediated by self-brand inclusion and self-expansion. Finally, we show that consumer satisfaction moderates the impact of special and mundane rewards on self-brand inclusion.     

Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?

ABSTRACT

Social media offer brands new opportunities to interact with their customers. This paper focuses on consumer brand engagement (CBE) and its social facet in the context of brand-hosted social media. It highlights that CBE (consumer–brand interactions encompassing cognitive, affective and behavioural dimensions) and brand-based consumer–consumer interactions (social brand engagement (SBE)) lead to brand loyalty intentions. Brand customers were surveyed about their favourite brands on Facebook. Results indicate that self-brand connections and SBE are two drivers of CBE, and that CBE is the key element in inducing brand loyalty. In addition, configural analysis shows that high brand loyalty can be achieved through several combinations of social and CBE with various levels of cognitive, affective and behavioural engagement.     

The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market

This study investigates the influence of brand personality on consumer loyalty and the moderating role of relative brand identification for multiple brands in the same product category. Survey data were collected from 1,651 respondents in the United Kingdom, France, and Germany. Results indicate that dimensions of brand personality that are positively associated with consumer brand loyalty vary across brands in the mobile phone category. Furthermore, relative brand identification not only positively affects consumer loyalty, it also moderates the relationship between brand personality and consumer loyalty. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.     

A new perspective on the effects of price promotions in Taiwan: a longitudinal study of a Chinese society

This study investigated the effects of price promotions on consumers’ brand affect. Given the inconsistent findings in previous research, it is proposed that the effects of price promotion depend on two moderator variables: brand image and consumer loyalty. For high loyalty consumers of a prestigious brand, price incentive incompatible with the brand image can hurt the brand affect. When a non‐prestigious brand is involved, brand affect is positively influenced. However, these effects are limited to high loyalty consumers only. There was no effect on low loyalty consumers. In a longitudinal study of the Taiwanese market using emails, these hypotheses were tested and supported.