摘要
未来的营销是品牌的战争，市场竞争的终极演变为无形的品牌资产竞争。如今，拥有跨越国界、深入人心的品牌资产是中国企业必须应对的严峻挑战，如何塑造强势品牌、积淀优质品牌资产成为中国企业应对全球品牌激烈竞争必须解决的关键性管理问题。然而，中国企业的品牌资产建设仍处于不断摸索、逐渐学习的初级阶段，暴露出概念理解模糊、创建内容不清以及构建方法不明等诸多品牌资产创建问题。与此同时，在品牌科学研究领域，真正揭示品牌资产来源的基于消费者关系视角的品牌资产研究仍是一个新兴的研究方向，在这些问题的解答上还存在一些局限和需要拓展的空间。因此，依照消费者品牌关系研究范式，明确界定关系视角品牌资产的概念，系统提取关系视角品牌资产的构成要素，深入解析各要素间的驱动关系，并通过中国消费者的调查数据进行实证检验，无疑将能够满足中国企业品牌管理者塑造强势品牌、创建雄厚品牌资产的知识需求，并将拓宽品牌资产的概念范畴和研究领域，探明真正驱动品牌资产形成的消费者品牌关系要素。
在此背景下，本文通过对消费者价值、品牌关系以及品牌资产等相关理论及文献研究的回顾、梳理和归纳，厘清了从消费者品牌关系视角对品牌资产进行全面研究的理论脉络，形成了从品牌关系视角下进行品牌资产探讨的研究思路和方法。在研究思路方面，本文依照品牌关系研究范式，思辨性提出关系视角品牌资产的基本概念，并从认知、情感和行为三个层级对关系视角品牌资产的构成要素进行提取，再以关系视角品牌资产的形成过程为主线，建立关系视角品牌资产驱动关系模型，最后通过选取手机品牌调查背景进行样本数据采集和整理，进行数据分析和实证检验，并根据分析结果提出管理借鉴。在研究方法方面，采用二手资料分析、比较分析、逻辑推理、思辨性归纳演绎、小组访谈和定量分析等方法，在注重先进理论方法运用的同时，也充分考虑到品牌管理实践的发展趋向，注重理论与实践紧密结合、定量与定性综合验证、规范与实证统筹兼顾的方法，以此确保整个研究过程的完整性、系统性和科学性。
依据上述研究思路和方法，本文以实证研究的规范流程为参照，通过相关理论及文献综述、概念模型及驱动关系提出、概念模型验证、驱动关系检验、管理借鉴提出、研究结论及展望等部分全面系统的探讨了基于消费者关系视角的品牌资产的概念模型及其驱动关系问题，主要内容包括以下几个部分：
1、依照品牌关系研究范式，提出了关系视角品牌资产的基本概念，构建了关系视角品牌资产的三层级结构模型，解析了三层级要素间的驱动关系。本文认为，关系视角品牌资产是消费者在同品牌的接触过程中因其关系质量状况而对品牌营销活动表现出的差别化反应，由品牌认知、品牌情感和品牌行为三个层级构成。其中，品牌认知是消费者在同品牌接触过程中感知到的品牌产品或服务为他们提供的衍生利益，包括品牌功能、品牌体验和品牌象征三个要素；品牌情感是消费者基于品牌认知而产生的心理反应，包括品牌信任和品牌依恋两个要素；品牌行为是消费者因其对品牌的认知或情感态度而引发的行为倾向，包括品牌忠诚和品牌拥护两个要素。关系视角品牌资产是品牌认知、品牌情感和品牌行为三个层次的要素相互影响、逐层驱动、共同作用而形成的，各层要素间存在着层次渐进的驱动关系。
2、对品牌关系视角品牌资产的概念模型和驱动关系进行了全面的验证。在概念模型的实证研究中，对研究方法介绍之后，依照规范的量表开发流程，经过小组访谈和预试形成41个题项的研究量表，并对关系视角品牌资产概念模型的合理性进行了定性的讨论；选取6个手机品牌在长春市三大商圈进行数据收集，通过描述性统计分析、探索性因子分析和验证性因子分析对概念模型进行了实证检验，并对量表题项进行删选和信度效度讨论，形成了34个题项的规范量表。在驱动关系的实证研究中，介绍验证关系视角品牌资产驱动关系理论模型的研究方法之后，采用上文开发的34个题项量表选取6个手机品牌在全国5个代表性城市进行问卷调查和样本数据收集整理，通过描述性统计分析、信度和效度检验，显示样本数据和研究量表具有可靠性和有效性，在此基础上，按照前文建立的关系视角品牌资产驱动关系的理论模型进行了结构方程建模，并利用样本数据进行结构方程模型分析和假设检验，结果显示有9条驱动关系得到了支持，有7条未通过检验。
3、对中国企业创建优质品牌资产提出了管理借鉴。在验证了关系视角品牌资产的概念模型和驱动关系之后，为解决目前中国企业品牌资产基本概念模糊、创建内容不清和构建方法不明等问题，本文在进一步清晰中国企业创建优质品牌资产的环境条件之后，提出了一些管理借鉴。本文认为在中国企业的品牌资产建设面临严峻挑战之时，需要引导企业借助创建优质品牌资产的良好环境条件，通过明确关系视角品牌资产的概念、清晰构建优质品牌资产的逻辑、理清建设强势品牌资产的路径来为塑造强势品牌、积淀雄厚品牌资产。
经过定性和定量的检验，本文证实了关系视角品牌资产概念与三层级结构模型的合理性，验证了关系视角品牌资产驱动关系中的9条关系路径，得出了具有实践价值和理论意义的研究结论。其中，从驱动关系验证的结果表明，一方面，消费者的品牌认知是形成关系视角品牌资产的理性基础，是激发品牌情感、形成品牌行为的直接要素。其中，品牌功能和品牌体验都能够有效地增强消费者的品牌信任，品牌体验和品牌象征能够显著地促进消费者的品牌依恋，品牌体验对品牌忠诚具有显著的直接驱动作用。另一方面，品牌情感是积淀关系视角品牌资产的情感纽带，是驱动品牌行为的关键要素；品牌信任对品牌忠诚和品牌拥护有直接的驱动作用，同时，品牌依恋对品牌忠诚和品牌拥护也存在直接的驱动作用。通过本文的研究，清晰界定了关系视角品牌资产的概念，科学验证了Fournier（1994）等学者倡导的品牌关系研究范式，系统深化了Keller（1993）提出的基于消费者的品牌资产概念；全面提取了关系视角品牌资产的结构要素，规范开发了关系视角品牌资产的研究量表，为品牌资产的测量研究提供了理论依据；深入解析了关系视角品牌资产的驱动关系，开启了从关系视角下探讨品牌资产实证研究的新篇章。
It is the battle of brand in the future marketing. The market competition will transform intointangible competition of brand equity. Now, it is a strict challenge for Chinese enterprises topossess brand equity which beyond borders and win support among the people. The keyproblem for Chinese enterprises preparing global brand competition is how to shape strongbrand and accumulate high quality brand equity. However, the building of Chineseenterprises brand equity also stands in the stage of primary when is scrabbling and studyinggradually. And in this stage, there are some of problems uncovering which includs hazyconception, vague content and illegibility in building method. At the same time, it is a newresearch direction for exploring the source of brand equity from relationship perspective inbranding science research. And there are a few of localization and expansion space indealing with these problems. Therefore, based on the consumer brand relationship researchparadigm, clearly define the conception of brand equity on relationship perspective,systematically extract the factors, deeply resolve the drving relationship, and analyzed by thesamples of Chinese consumers, which will satisfy the demand of brand managers in Chineseenterprises for shaping strong brand and accumulating high quality brand equity, expand theconcept of brand equity and research field, explore the factors of consumer brandrelationship in driving brand equity.
In this context, the paper cleared the theoretics process of brand equity on consumer brandrelationship perspective and formed the research route and method of brand equity frombrand relationship perspective by reviewing, carding and concluding the interrelatedtheoretics and literatures from consumer value, brand relationship to brand equity and etc. Inthe research route, the paper put forward the conception of brand equity based onrelationship perspective qualitatively, extracted the factors from cognize, emotion andbehavior, and built the driving modle of brand equity based on relationship perspective bythe main route of brand equity forming process. In the end, the paper analyzed the samplesof Chinese consumers, tested the modle empirically by acquisiting and orderring the dataform telephone brand. Based on the empirical results, the paper advanced the managementproposals. In the research method, the paper adopted secondary data analysis, comparative analysis, logical reasoning, qualitatively syllogism, survey research and quantitative analysis,brought to bear the advanced theoretics and methodes, considered the developping tendencyof brand managment practice, focused the combine of theoretics and practice, quantitativeand qualitative verification, criterion and empirical analysis. The research methods ensuredthe whole process integrality, systematicness and scientificity.
According as the research route, methods, and the normative process of empirical research,the paper systematically studied the conceptual model and driving relationship of brandequity based on consumer relationship perspective by the reviews of interrelated theoreticsand literatures, putting forward the conceptual model and driving relationship, testing theconceptual model, verifying the driving relationship, bringing forward the managmentpropositions, and the results and research prospect. The main content includes thefollowing sections:
1. According to the research paradigm of brand relationship, the paper puts forward thefundamental concept of brand equity on relationship perspective, builds the structure model,and resolves the driving relationship among the factors. The paper considers that brandequity on relationship perspective is the differential effect of brand relationship quality onconsumer response to the marketing of brand, includes brand cognize, emotion and behavior.Brand cognize is defined as the benefits of brand products and services perceived byconsumer in the contact of brand, includes brand function, brand experience, and brandsymbol; brand emotion is defined as mentality response to brand cognize, includes brandtrust and brand attachment; brand behavior is defined as behavior tendency triggered bybrand cognize and emotion, includes brand loyalty and brand advocate. Brand equity onrelationship perspective is effected, driven by the factors of brand cognize, brand emotionand brand behavior. There are the driving relationships among the factors.
2. The papaer validates the conceptual model and driving relationship of brand equtiy onrelationship perspective. In the empirical research of conceptual model, the paper introducesthe research methods, forms the 41 items of scales by group interviews and prediction testaccording to the canonical process, and discusses the rationality of the conceptual modelqualitatively; We selects six telephone brands to collect the samples data in three businesscircles of Changchun, tests the conceptual model by descriptive statistic analysis,exploratory factor analysis, and confirmatory factor analysis, purifys the scales to 34 itemsby the results of exploratory factor analysis and confirmatory factor analysis. In theempirical research of driving relationship, the paper introduces the research methods ofvalidating the driving relationship model, surveys the samples of five cities on six telephone brands and cleans up the survey data. Through the escriptive statistic analysis and thereliability and validity of the test, the results shows the survey data and the scales havereliability and validity. Based on the results, the papaer builds the structural equation modelof brand equity on relationship perspective, analyzes the survey data and tests the hypothesis.The results shows that the data supports nine hypothesises, and seven hypothesises are notsuppoted.
3. The paper put forward the management propositions to build high quality brand equityfor Chinese enterprises. After validating the conceptual model and driving relationship, thepaper focuses the opportunity of Chinese enterprises to build high quality brand equity, andputs forward some of management propositions for resolving the problems in Chineseenterprises that includs hazy conception, vague content and illegibility in building method.The paper advances that enterprises are guided to shape strong brand and accumulategenerous equity by defining the concept of brand equity on relationship perspective,clarifying the logic of building the high quality brand equity, and clearing the process ofconstructing the strong brand equity faced with severe challenge of building brand equity inChinese enterprises.
The paper approved the concept of brand equity on relationship perspective and therationality of three hierarchy structural model, tested the relation paths of driving brandequity on relationship perspective, and found a few of results which have practice andtheoretics value. The empirical results show that consumer brand cognize is the rationalfoundation of forming brand equity on relationship perspective, and the dircet factor ofinspiring brand emotion and producing brand behavior. Brand function and brand experiencecan availably enhance consumer brand trust, brand experience and brand symbol canremarkably enhance consumer brand attachment, brand experience has directly driving effecton brand loyalty. Brand emotion is the affectionate ties of accumulating brand equity onrelationship perspective, and the key factor of driving brand behavior. Brand trust canavailably enhance consumer brand loyalty and brand advocate, brand attachment canremarkably enhance consumer brand loyalty and advocate. The paper clearly defined theconcept of brand equity on relationship perspective, uqwngp validated the research paradigmof brand relationship which proposed by Fournier (1994), systematicly deepen the pattern ofconsumer-based brand equity advaned by Keller (1993), canonically explored the scales ofbrand equity on relationship perspective, and afforded the academic foundation formeasuring brand equity. The paper analyzed deeply the driving relationship of brand equityon relationship perspective, and unlocked the new page for empirical research on brand equity based on consumer relationship perspective.
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