社会网络视角下品牌延伸对母品牌顾客资产驱动要素的影响研究——基于多重因素的调节作用
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摘要
从社会网络视角出发,分析品牌延伸对母品牌顾客资产驱动要素的影响机制,以及这一关系过程中感知契合度、感知企业创新性和品牌知识的调节作用,提出相关假设并构建了社会网络视角下品牌延伸对母品牌顾客资产驱动要素影响的理论模型。实证研究结果表明,感知契合度正向影响消费者品牌延伸评估,而消费者品牌延伸评估又对延伸后母品牌顾客资产驱动要素中的市场地位、关系质量、口碑传播、消费示范和品牌资产具有积极的影响。同时,感知契合度和感知企业创新性在消费者品牌延伸评估与母品牌顾客资产驱动要素的关系中起到调节作用,而品牌知识没有显著的调节作用。
From the perspective of social network,this paper analyzes the influence of brand extension on parent brand's customer equity drivers,and the moderating roles of perceived fit,perceived firm innovativeness,and brand knowledge,proposes relevant hypotheses and constructs a theoretical model. The empirical results show that perceived fit positively affects consumers' brand extension evaluation,and the latter has positive effects on the five customer equity drivers of parent brand,which are market position,relationship quality,word of mouth,consumption demonstration,and brand equity,after extension. Besides,both perceived fit and perceived firm innovativeness play moderation roles in the relationship between consumers' brand extension evaluation and parent brand's customer equity drivers,whereas brand knowledge doesn't have significant moderation effect.
From the perspective of social network,this paper analyzes the influence of brand extension on parent brand's customer equity drivers,and the moderating roles of perceived fit,perceived firm innovativeness,and brand knowledge,proposes relevant hypotheses and constructs a theoretical model. The empirical results show that perceived fit positively affects consumers' brand extension evaluation,and the latter has positive effects on the five customer equity drivers of parent brand,which are market position,relationship quality,word of mouth,consumption demonstration,and brand equity,after extension. Besides,both perceived fit and perceived firm innovativeness play moderation roles in the relationship between consumers' brand extension evaluation and parent brand's customer equity drivers,whereas brand knowledge doesn't have significant moderation effect.
引文
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[17]汪涛,徐岚.顾客资产与竞争优势[J].中国软科学,2002(1):52-56.
[18]邵景波,陈珂珂,吴晓静.社会网络效应下顾客资产驱动要素研究[J].中国软科学,2012(8):84-97.
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[23]张曦.体验营销、感知价值与顾客忠诚度关系研究:基于休闲度假酒店的经验证据[J].哈尔滨商业大学学报:社会科学版,2016(4):13-21.
[24]KLEIN J G,AHLUWALIA R.Negativity in the evaluation of political candidates[J].Journal of Marketing,2005,69(1):131-142.
[25]VELOUTSOU C,MOUTINHO L.Brand relationships through brand reputation and brand tribalism[J].Journal of Business Research,2009,62(3):314-322.
[26]李国峰,邹鹏,陈涛.产品伤害危机管理对品牌声誉与品牌忠诚关系的影响研究[J].中国软科学,2008(1):108-115,134.
[27]KELLER K L.Brand synthesis:The multidimensionality of brand knowledge[J].Journal of Consumer Research,2003,29(4):595-600.
[28]MARTNEZ E,MONTANER T,PINA J M.Brand extension feedback:The role of advertising[J].Journal of Business Research,2009,62(3):305-313.
[29]MARTNEZ E,DE CHERNATONY L.The effect of brand extension strategies upon brand image[J].Journal of Consumer Marketing,2004,21(1):39-50.
[30]AAKER D A,KELLER K L.Consumer evaluations of brand extensions[J].Journal of Marketing,1990,54(1):27-41.
[31]SKSJRVI M,SAMIEE S.Relationships among brand identity,brand image and brand preference:Differences between cyber and extension retail brands over time[J].Journal of Interactive Marketing,2011,25(3):169-177.
[32]杨晶,李先国,王小洋.品牌联盟对合伙品牌个性的稀释作用研究[J].中国软科学,2015(10):125-133.
[33]PARK C W,MILBERG S,LAWSON R.Evaluation of brand extensions:The role of product feature similarity and brand concept consistency[J].Journal of Consumer Research,1991,18(2):185-193.
[34]于春玲,李飞,薛镭,等.中国情境下成功品牌延伸影响因素的案例研究[J].管理世界,2012(6):147-162.
[35]MONGA A B,GRHAN-CANLI Z.The influence of mating mind-sets on brand extension evaluation[J].Journal of Marketing Research,2012,49(4):581-593.
[36]林少龙,骆少康,纪婉萍.延伸相似度对于品牌延伸的成功重要吗:消费者多样化寻觅与内在控制的调节角色[J].南开管理评论,2014,17(6):139-148.
[37]KNAPP A K,HENNIG-THURAU T,MATHYS J.The importance of reciprocal spillover effects for the valuation of bestseller brands:Introducing and testing a contingency model[J].Journal of the Academy of Marketing Science,2014,42(2):205-221.
[38]KUNZ W,SCHMITT B,MEYER A.How does perceived firm innovativeness affect the consumer?[J].Journal of Business Research,2011,64(8):816-822.
[39]陈姝,王正斌,刘伟,等.感知产品创新性对品牌资产的影响机制研究[J].预测,2015,34(3):21-27.
[40]AAKER D.Innovation:Brand it or lose it[J].California Management Review,2007,50(1):8-24.
[41]陈姝,刘伟,王正斌.消费者感知创新性研究述评与展望[J].外国经济与管理,2014,36(10):3-12.
[42]GRHAN-CANLI Z,MAHESWARAN D.The effects of extensions on brand name dilution and enhancement[J].Journal of Marketing Research,1998,35(4):464-473.
[43]邵景波,王超,许万有.社会网络视角下的顾客资产测量模型研究[J].中国软科学,2014(7):152-160.
[44]DAWAR N.Extensions of broad brands:The role of retrieval in evaluations of fit[J].Journal of Consumer Psychology,1996,5(2):189-207.
[45]SPIGGLE S,NGUYEN H T,CARAVELLA M.More than fit:Brand extension authenticity[J].Journal of Marketing Research,2012,49(6):967-983.
[46]HAIR J F,BLACK W C,BABIN B J,et al.Multivariate data analysis[M].Upper Saddle River,NJ:Pearson Prentice Hall.
[47]ANDERSON J C,GERBING D W.Structural equation modeling in practice:A review and recommended two-step approach[J].Psychological Bulletin,1988,103(3):411-423.
[48]FORNELL C,LARCKER D F.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
[49]SO K F,KING C,SPARKS B A,et al.The role of customer engagement in building consumer loyalty to tourism brands[J].Journal of Travel Research,2014,55(1):64-78.
[50]ORDANINI A,PARASURAMAN A,RUBERA G.When the recipe is more important than the ingredients:A qualitative comparative analysis of service innovation configurations[J].Journal of Service Research,2014,17(2):134-149.
[2]DALL’OLMO RILEY F,HAND C,GUIDO F.Evaluating brand extensions,fit perceptions and post-extension brand image:Does size matter?[J].Journal of Marketing Management,2014,30(9/10):904-924.
[3]DWIVEDI A,MERRILEES B.The impact of brand extensions on parent brand relationship equity[J].Journal of Brand Management,2012,19(5):377-390.
[4]龚艳萍,范书利.品牌延伸对消费者品牌忠诚的影响:基于品牌信任和品牌象征价值的实证研究[J].软科学,2008,22(3):63-68.
[5]SALINAS E M,PREZ J M P.Modeling the brand extensions’influence on brand image[J].Journal of Business Research,2009,62(1):50-60.
[6]PINA J M,RILEY F D O,LOMAX W.Generalizing spillover effects of goods and service brand extensions:A metaanalysis approach[J].Journal of Business Research,2013,66(9):1411-1419.
[7]苏凇,黄劲松.品牌延伸还是子品牌?:基于品牌态度、广告说服和购买意愿的比较[J].管理评论,2013,25(2):98-107,125.
[8]DENS N,DE PELSMACKER P.Attitudes toward the extension and parent brand in response to extension advertising[J].Journal of Business Research,2010,63(11):1237-1244.
[9]RUST R T,LEMOM K N,ZEITHAML V A.Return on marketing:Using customer equity to focus marketing strategy[J].Journal of Marketing,2004,68(1):109-127.
[10]SHAO J,ZHANG J,CHEN K.Research on brand extension feedback effects based on customer equity[J].South African Journal of Business Management,2015,46(1):97-105.
[11]ALGESHEIMER R,WANGENHEIM F.A network based approach to customer equity management[J].Journal of Relationship Marketing,2006,5(1):39-57.
[12]RUST R T,ZEITHAML V A,LEMON K N.Driving customer equity:How customer lifetime value is reshaping corporate strategy[M].Simon and Schuster,2001.
[13]KIM A J,KO E.Do social media marketing activities enhance customer equity?An empirical study of luxury fashion brand[J].Journal of Business Research,2012,65(10):1480-1486.
[14]KIM K H,KO E,XU B,et al.Increasing customer equity of luxury fashion brands through nurturing consumer attitude[J].Journal of Business Research,2012,65(10):1495-1499.
[15]ZHANG S S,VAN DOORN J,LEEFLANG P S H.Does the importance of value,brand and relationship equity for customer loyalty differ between eastern and western cultures?[J].International Business Review,2014,23(1):284-292.
[16]邵景波,张明立.基于品牌效用的多品牌企业顾客资产测量模型研究[J].预测,2009,28(1):23-29.
[17]汪涛,徐岚.顾客资产与竞争优势[J].中国软科学,2002(1):52-56.
[18]邵景波,陈珂珂,吴晓静.社会网络效应下顾客资产驱动要素研究[J].中国软科学,2012(8):84-97.
[19]PARK J,LENNON S J,STOEL L.On-line product presentation:Effects on mood,perceived risk,and purchase intention[J].Psychology&Marketing,2005,22(22):695-719.
[20]CHEN Y S,CHANG C H.Enhance green purchase intentions:The roles of green perceived value,Green perceived risk,and green trust[J].Management Decision,2012,50(3):502-520.
[21]张新安,田澎.顾客满意与顾客忠诚之间关系的实证研究[J].管理科学学报,2007,10(4):62-72.
[22]张正林,杨小红.顾客参与,顾客满意与顾客信任的作用机制研究:基于两种自律导向的调节分析[J].预测,2016,35(1):43-48.
[23]张曦.体验营销、感知价值与顾客忠诚度关系研究:基于休闲度假酒店的经验证据[J].哈尔滨商业大学学报:社会科学版,2016(4):13-21.
[24]KLEIN J G,AHLUWALIA R.Negativity in the evaluation of political candidates[J].Journal of Marketing,2005,69(1):131-142.
[25]VELOUTSOU C,MOUTINHO L.Brand relationships through brand reputation and brand tribalism[J].Journal of Business Research,2009,62(3):314-322.
[26]李国峰,邹鹏,陈涛.产品伤害危机管理对品牌声誉与品牌忠诚关系的影响研究[J].中国软科学,2008(1):108-115,134.
[27]KELLER K L.Brand synthesis:The multidimensionality of brand knowledge[J].Journal of Consumer Research,2003,29(4):595-600.
[28]MARTNEZ E,MONTANER T,PINA J M.Brand extension feedback:The role of advertising[J].Journal of Business Research,2009,62(3):305-313.
[29]MARTNEZ E,DE CHERNATONY L.The effect of brand extension strategies upon brand image[J].Journal of Consumer Marketing,2004,21(1):39-50.
[30]AAKER D A,KELLER K L.Consumer evaluations of brand extensions[J].Journal of Marketing,1990,54(1):27-41.
[31]SKSJRVI M,SAMIEE S.Relationships among brand identity,brand image and brand preference:Differences between cyber and extension retail brands over time[J].Journal of Interactive Marketing,2011,25(3):169-177.
[32]杨晶,李先国,王小洋.品牌联盟对合伙品牌个性的稀释作用研究[J].中国软科学,2015(10):125-133.
[33]PARK C W,MILBERG S,LAWSON R.Evaluation of brand extensions:The role of product feature similarity and brand concept consistency[J].Journal of Consumer Research,1991,18(2):185-193.
[34]于春玲,李飞,薛镭,等.中国情境下成功品牌延伸影响因素的案例研究[J].管理世界,2012(6):147-162.
[35]MONGA A B,GRHAN-CANLI Z.The influence of mating mind-sets on brand extension evaluation[J].Journal of Marketing Research,2012,49(4):581-593.
[36]林少龙,骆少康,纪婉萍.延伸相似度对于品牌延伸的成功重要吗:消费者多样化寻觅与内在控制的调节角色[J].南开管理评论,2014,17(6):139-148.
[37]KNAPP A K,HENNIG-THURAU T,MATHYS J.The importance of reciprocal spillover effects for the valuation of bestseller brands:Introducing and testing a contingency model[J].Journal of the Academy of Marketing Science,2014,42(2):205-221.
[38]KUNZ W,SCHMITT B,MEYER A.How does perceived firm innovativeness affect the consumer?[J].Journal of Business Research,2011,64(8):816-822.
[39]陈姝,王正斌,刘伟,等.感知产品创新性对品牌资产的影响机制研究[J].预测,2015,34(3):21-27.
[40]AAKER D.Innovation:Brand it or lose it[J].California Management Review,2007,50(1):8-24.
[41]陈姝,刘伟,王正斌.消费者感知创新性研究述评与展望[J].外国经济与管理,2014,36(10):3-12.
[42]GRHAN-CANLI Z,MAHESWARAN D.The effects of extensions on brand name dilution and enhancement[J].Journal of Marketing Research,1998,35(4):464-473.
[43]邵景波,王超,许万有.社会网络视角下的顾客资产测量模型研究[J].中国软科学,2014(7):152-160.
[44]DAWAR N.Extensions of broad brands:The role of retrieval in evaluations of fit[J].Journal of Consumer Psychology,1996,5(2):189-207.
[45]SPIGGLE S,NGUYEN H T,CARAVELLA M.More than fit:Brand extension authenticity[J].Journal of Marketing Research,2012,49(6):967-983.
[46]HAIR J F,BLACK W C,BABIN B J,et al.Multivariate data analysis[M].Upper Saddle River,NJ:Pearson Prentice Hall.
[47]ANDERSON J C,GERBING D W.Structural equation modeling in practice:A review and recommended two-step approach[J].Psychological Bulletin,1988,103(3):411-423.
[48]FORNELL C,LARCKER D F.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
[49]SO K F,KING C,SPARKS B A,et al.The role of customer engagement in building consumer loyalty to tourism brands[J].Journal of Travel Research,2014,55(1):64-78.
[50]ORDANINI A,PARASURAMAN A,RUBERA G.When the recipe is more important than the ingredients:A qualitative comparative analysis of service innovation configurations[J].Journal of Service Research,2014,17(2):134-149.