用心理学概念诠释消费者品牌信任的形成

品牌信任就是在风险情境下，消费者基于对品牌品质、行为意向及其履行承诺的能力的正面预期而产生的认可该品牌的意愿。消费者只有对品牌信任才会对企业忠诚。消费者在形成品牌信任的过程中，各种在心理学名词基础上衍生出的概念如品牌感知、品牌态度、品牌情感和品牌人格等是品牌信任形成的基石、保证、纽带及内化。企业可针对品牌信任形成的每一环节实行有针对性的品牌管理。     

自我、绿色消费情境与消费者-绿色品牌关系建立

构建以消费者自我、绿色消费情境为前因变量及绿色品牌依恋为结果变量的消费者-绿色品牌关系研究体系,利用探索性因子分析和验证性因子分析分别确定了消费者自我、绿色消费情境和绿色品牌依恋的测量量表。在传统相关性分析的基础上采用模糊集定性比较分析方法研究了导致绿色品牌依恋的消费者自我与绿色消费情境变量组合,发现消费者自我中的社会自我与理想自我是影响消费者-绿色品牌关系建立的必要条件,且消费者自我与绿色消费情境变量组合对消费者-绿色品牌关系建立的影响具有捆绑效应和互补效应。研究结论为我国绿色品牌关系管理提供了更为多样化和差异化的选择,丰富了绿色品牌关系管理理论体系。     

Brand personality appeal: conceptualization and empirical validation

A substantial literature stream indicates there are benefits to having a favorable brand personality, such as enhanced brand attitudes and purchase intentions and higher levels of consumer trust and loyalty. Contemporary advertisements and promotional activities by a host of firms demonstrate a managerial belief in the value of establishing a brand personality that mirrors that of branding scholars. Yet extant research has yet to fully evaluate the perceived appeal of brand personality to consumers. This issue is important to managers because it is precisely this level of appeal that influences target consumers’ purchase decisions and helps to sustain the endurance of a brand’s perceived personality between promotional cycles. This article conceptualizes, develops, and validates measures for assessing a consumer’s perception of brand personality appeal (BPA). Three dimensions of BPA (favorability, originality, clarity) emerge and are empirically demonstrated to directly and positively impact consumer purchase intentions.     

Consumer perceptions of product variants positioned on atypical attributes

How do consumers perceive new product variants that are positioned on atypical attributes? The authors investigate the joint effects of three factors? brand familiarity, retail shelf display, and consumer goal orientation. The study focuses on snack foods positioned on the atypical attribute of low fat. There are three main findings. First, although high (vs. low) brand familiarity causes relatively unfavorable perceptions on the positioning attribute, it also creates sufficiently favorable perceptions on another determinant attribute, product taste, resulting in a net positive effect for brand equity on purchase likelihood. Second, goal-based versus taxonomic shelf display (i.e., placement with health foods vs. regular snack foods) results in relatively negative perceptions on the positioning attribute, yet more favorable buying intentions. Finally, more (vs. less) health-oriented consumers rate such product variants less favorably on fat content but more favorably on product taste; the former segment is also more likely to buy such product variants.     

消费者品牌共鸣

品牌共鸣实质上体现了消费者与品牌的一种紧密的心理联系，通过与品牌的情感互动，消费者会感觉到该品牌能够反映自己的情感并且可以通过该品牌为媒介与其他人进行交流，因此会增强消费者对品牌的认同和依赖，获得较高的品牌忠诚度。让消费者形成强烈的品牌共鸣是企业品牌建设的目标和品牌资产形成的基础。     

基于顾客让渡价值的异地品牌消费经济价值分析

在品牌消费市场存在着本地和异地二元市场的情况下,企业因发展需要会不断寻求顾客让渡价值与企业让渡价值的均衡值。企业的发展行为会改变产业的市场格局和竞争状态,进而影响市场价格的波动。当激烈的市场竞争造成企业让渡价值小于零的情况时,通过分析和认识品牌消费价值的组成,企业可以通过品牌价值交换平台来分别评估和出让各自的异地市场,以本地消费市场的扩大来变相实现异地品牌消费市场的价值,从而实现顾客让渡价值与企业让渡价值的再均衡。     

The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success

This research investigates perceived brand globalness, brand origin image, and brand origin–extension fit as drivers of brand extension success that are mediated through parent brand quality and brand–extension fit. The authors present two complementary studies based on consumer samples from a mature and an emerging market respectively. In both studies, out of all drivers examined, the brand origin–extension fit has the strongest effect on brand extension success both in terms of quality evaluations and purchase intentions. The findings further indicate that extension success is more influenced by consumers’ perceptions of the country from which the focal brand originates than by their perceptions of the brand’s global availability and reach. Implications of the findings for theory and practice are considered and future research directions identified.     

Impact of country-of-origin cues on consumer judgments in multi-cue situations: a covariance analysis

The effect of country-of-origin labelling on consumers’ assessments of product quality, risk to purchase, perceived value and likelihood of purchasing was tested experimentally in a multi-product, multi-cue setting. Country-of-origin information was found to be more important in affecting product quality assessments than were price and brand information. Price was important in value assessment while brand was significant in a few product specific cases. Age, education, sex, and perceptions of ability to judge products were variously related to consumers’ ratings of quality, risk, value and likelihood of purchase especially when the product was more complex and difficult to judge. However, much of the variation in consumer judgments was not accounted for by the variables employed in this study, suggesting that future research should include more detailed studies of information processing whereby intrinsic and extrinsic product cues and a wide range of consumer characteristics are taken into consideration.     

基于品牌拉力的供应链博弈分析

当经济在微观上进入买方市场,宏观上进入过剩经济后,消费者的选择和购买成为了市场中的主导力量,品牌成为了在价格等条件下影响消费者选择行为的关键因素.供应链的终点必然是最终消费者,消费者的选择和购买成为整个供应链的拉力,拉动整个供应链的价值实现与循环.供应链中的厂商通过采取面对终点消费者的品牌建设,将使得该厂商在与该环节的其他厂商的竞争和与其上下游的厂商的博弈中占有优势,而这种博弈也使得该厂商比不做品牌时获得的利益更大.     

制造商广告介入对零售商自有品牌的影响研究

目的/意义零售商自有品牌的引入能增强自身竞争实力,改变渠道竞争格局。本文旨在探讨零售商引入自有品牌前后,制造商引入广告对渠道成员产生的影响。方法/过程基于消费者特征和产品品牌差异性构建渠道需求函数和Stackelberg博弈模型。结果/结论分析结果表明:1)零售商引入自有品牌在提高自身利润水平的同时,会损害制造商的利润。2)在零售商引入自有品牌的情况下,制造商的广告投入对零售商自有品牌产品的质量有一定的抑制作用。3)当零售商自有品牌产品的质量限于一定范围时,制造商引入广告能够使得双方共赢。     

The effects of price on brand extension evaluations: The moderating role of extension similarity

This research explores the effects of price information on brand extension evaluations across different levels of similarity. Brand extension similarity is proposed as a moderator of the effects of price on brand extension perceived quality, perceived value, and purchase intentions. Specifically, price is hypothesized to have a larger positive impact on perceived quality evaluations of dissimilar extensions, but a larger negative impact on perceived value and purchase intentions for similar extensions. Results indicate that a high-price introductory strategy used to suggest a high-quality product will likely be more effective for dissimilar extensions than similar extensions. The results of this research suggest a number of implications for new product pricing. Directions for subsequent research are offered as well. Valerie A. Taylor is an assistant professor of marketing in the College of Business Administration at the University of Tennessee at Chattanooga. She received her Ph.D. from the University of South Carolina. Her research interests include product branding strategies, and consumer perception and use of quality cues and signals, and health communication issues. Her research has been published inAdvances in Consumer Research andAmerican Marketing Association Educator's Proceedings. Her teaching interests include marketing communications, marketing strategy, consumer behavior, and marketing research. She has also held positions in the telecommunications industry. William O. Bearden is the Bank of America Chaired Professor of Marketing in the Darla Moore School of Business at the University of South Carolina. He is on the editorial review boards of theJournal of Marketing Research, theJournal of Consumer Research (JCR), theJournal of Marketing, theJournal of Retailing, and theMarketing Education Review and is currently serving as an associate editor forJCR. He has published frequently in theJournal of Marketing Research andJCR, and has a number of publications in other marketing and consumer research journals. His teaching and research interests include consumer behavior, marketing research, and the evaluation of marketing promotions.     

职业教育品牌关系研究

职业教育品牌关系是职业教育品牌形象和教育消费者品牌态度之间的互动关系。可以从承诺、满意、信任三方面衡量职业教育品牌质量,并从塑造品牌形象、改变品牌态度和形成心理契约方面提高品牌质量。品牌关系缺乏维护会被破坏,需要从严格履行承诺、降低消费者期望和增加活动方面进行维护。     

品牌广告浅析

中国是制造业大国,同时又是品牌弱国,在世界品牌之林中鲜见中国品牌身影.广告作为塑造品牌的主要手段,应为品牌建设作出贡献.本文通过对品牌广告的概念、特点、产生背景的分析,评价了西方品牌广告给中国品牌广告带来的影响,并进一步探讨了中国品牌广告的未来之路.     

国货老品牌的信任机制研究

面对国内市场出现的国货老品牌的回归潮,研究老品牌的信任机制对于促进其可持续发展意义重大.结合相关理论和消费者访谈结果,构建国货老品牌信任的影响机制模型,分析结果表明:怀旧、消费者民族中心主义和市场中品牌负面事件感知通过感知诚实友善影响老品牌信任;传统型产品感知通过感知能力影响老品牌信任;品牌长寿性和消费者品牌经验同时通...     

A multivariate analysis of responses to dissatisfaction

Although consumer dissatisfaction is ubiquitous in the marketplace, empirical studies of dissatisfaction have been narrow in focus. This is especially true for studies of responses to dissatisfaction, for these investigations tend to ignore all dissatisfaction responses except complaint behavior. The study reported here replicates and extends an earlier investigation by concurrently examining three dissatisfaction responses—complaints, word of mouth, and brand switching intentions. Three sets of variables were examined in relationship to these responses: characteristics of the product problem, perceptions of the redress environment, and consumer characteristics. Complaint behavior and intention to switch brands showed strongest relationships with the first two types of variables. Word of mouth, on the other hand, seemed to be more heavily influenced by the consumer’s level of social interaction, a consumer characteristic. Findings indicate that the three dissatisfaction responses are independent in that they share little if any common variance and they seem to be influenced in different ways by the correlates studied.     

中华老字号品牌资产增值——一个创新与怀旧契合的案例分析

当前多数老字号品牌发展停滞,品牌资产不断流失,维护与提升老字号品牌资产变得迫切而且必要。文章结合老字号品牌复兴的创新和怀旧理论,分析了王老吉品牌资产增值的策略选择和启示。通过个案研究发现,王老吉在传承品牌精髓和其他独特品牌元素的基础上,运用营销创新获得品牌经营的成功,这对其他老字号品牌复兴具有借鉴意义。     

论自有品牌和制造商品牌

本文从分销商的角度来探讨采用自有品牌的意义,接着再从制造商和分销商的关系角度来探讨自有品牌产品的优势,从而说明自有品牌是当今消费品市场中的一个重要趋势,并在最后提出该现象对制造商企业的启示。     

The theory of double jeopardy

This paper discusses the relevance of the behavioral theory of “double jeopardy,” developed by a sociologist, to the prediction of aggregate consumer behavior. The author describes the testing of this relationship by the use of national consumer panel data and more than a quarter-million purchases. He concludes that the more popular a brand becomes, the more loyal to it will be its buyers.     

How effective are public policy decissions?…The need for a general evaluation model

The successful inplementation of public policy decisions depends heavily upon knowing what information is required by the consumers and knowing the situational factors that determine whether or not the consumer will use the information. Implementation will only succeed if there is an attempt made to educate the consumer through methods other than “full disclosure.” The successful education of the consumer will only succeed if the policy decision makers are able to determine what the consumers need to know and how best to communicate this to them. The purpose of this paper is to present a general methodology for gathering information about groups of consumers or industries that will be affected by the policy decision. One of the major thrusts of the model is the emphasis placed on acquiring the information before the policy decision is made. The second major thrust is the proposal to “test market” policy decisions before they are actually made.     

关于品牌营销问题的探讨

“保险行业的社会形象亟待改善”这是保监会项俊波主席在2012年全国保险监管工作会议上,针对当前保险市场的状况提出的重要论断.近年来保险业发展取得了显著成就,社会影响力日益增强,但是保险业的整体品牌形象仍然较弱,与发展状况和地位不相匹配,品牌建设亟待加强.在保险市场信息极不对称的情况下,由于保险产品具有无形性、服务性和非渴求性特征,无法通过实物展示的方式向消费者传达产品的信息,使得保险企业难以在保险市场中形成差异化.因此,保险企业在营销过程中应该创造出属于自己的保险品牌,使之成为对消费者购买的行为起最终决定作用的因素.