品牌钟爱结构维度、影响因素及其对品牌忠诚的作用机制研究
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摘要
品牌钟爱(Brand Love)是一种存在于消费者与品牌之间的类似爱情的关系,主要表现为消费者对品牌的积极的、正面的认知和情感。随着企业间技术竞争的日益同质化和市场竞争的日趋激烈,品牌在消费行为中的重要性日益凸显。在构建品牌与消费者的互动关系的基础上,培养消费者的品牌钟爱,正在成为品牌企业创造持续竞争优势的新策略。
目前以品牌钟爱为主题展开的理论研究已经对品牌钟爱的概念内涵、品牌钟爱与品牌忠诚的总体关系等一些内容作了初步探讨。然而总的来说,品牌钟爱研究仍处于起步阶段,特别是相对于西方已有的品牌钟爱研究,聚焦于中国消费者的品牌钟爱研究中基础性、系统性的理论框架和实证研究仍然比较匮乏。现有的品牌钟爱文献对如何进行品牌钟爱的结构维度剖析尚未达成共识,对品牌钟爱的影响因素及影响路径、对品牌钟爱对品牌忠诚的详细作用机制也缺乏系统的、深入的研究。
本论文在吸收以往研究的基础上,以运动鞋品牌为例,从消费者理解的品牌钟爱核心内涵出发,提炼了品牌钟爱的结构维度；分析了品牌体验、品牌与消费者自我概念一致性这两个因素对品牌钟爱的影响；在讨论品牌钟爱对品牌忠诚作用的同时,分析了品牌敏感在其中的中介效应、享乐消费价值观和产品价格在其中的调节效应。
在理论研究的基础上,本论文结合运动鞋品牌进行实证研究。笔者与北京、上海、杭州、绍兴、广州等地的35名消费者进行了深入访谈,并结合相关理论形成了前测问卷。针对前测问卷进行的小样本调查在杭州、绍兴、台州、温州等4个城市的商场品牌运动鞋专柜、运动健身场馆进行,共发放问卷300份,回收有效问卷187份。通过量表项目净化、信度检验以及效度分析等工作,形成了正式问卷。使用正式问卷进行的大样本调查在全国16个省(直辖市)的39个城市商场品牌运动鞋专柜和运动健身场馆进行,共发放问卷900份,回收有效问卷516份。本文的数据分析使用SPSS15.0和AMOS7.0两个统计软件包,主要采用描述性统计分析、探索性因子分析、验证性因子分析、结构方程模型等方法对理论假设进行了实证检验。
在理论研究和实证分析的基础上,本研究得出如下结论：
第一,品牌钟爱具有品牌满意与信任、品牌激情、品牌依恋三个维度。品牌满意与信任反映了消费者对品牌的基本诉求,是一个理性维度；品牌激情反映了消费者对品牌的高峰情感体验,是一个感性维度；品牌依恋反映了消费者愿意将品牌看作伙伴并与其缔结长期关系,也是一个感性维度。
第二,品牌体验、品牌与消费者自我概念一致性这两个因素对品牌钟爱均有影响作用。其中品牌体验对品牌钟爱的三个维度均有正向作用,品牌与消费者自我概念一致性对品牌钟爱中的品牌激情和品牌依恋这两个维度有正向作用,而对品牌满意与信任维度没有正向作用。
第三,品牌钟爱各维度对品牌忠诚均有直接作用,不同维度对品牌忠诚的作用强度和显著性不同。其中品牌满意与信任直接提升品牌态度忠诚,品牌激情直接提升品牌行为忠诚,品牌依恋直接提升品牌行为忠诚和品牌态度忠诚。
第四,品牌敏感是品牌钟爱对品牌忠诚的作用机制中的中介变量。品牌满意与信任通过提升品牌敏感,间接提升品牌行为忠诚和品牌态度忠诚；品牌依恋通过提升品牌敏感,间接提升品牌行为忠诚和品牌态度忠诚。
第五,享乐消费价值观是品牌钟爱对品牌忠诚的作用机制中的一个调节变量,较高的享乐性消费倾向会使品牌满意与信任对品牌态度忠诚的作用显著增强,会使品牌依恋对品牌敏感的作用显著增强,会使品牌依恋对品牌行为忠诚的作用显著增强。
第六,产品价格是品牌钟爱对品牌忠诚的作用机制中的一个调节变量。较高的产品价格会使品牌激情对品牌行为忠诚的作用显著变弱,会使品牌依恋对品牌行为忠诚的作用显著增强,会使品牌依恋对品牌态度忠诚的作用显著增强。
品牌钟爱这一概念的提出到现在只有短短的几年时间,营销学界对品牌钟爱的深入研究才刚刚开始,本研究深化了已有的品牌钟爱研究成果,取得了一定的理论进展。本文的价值体现在以下几个方面：
第一,本研究没有简单套用心理学中的爱情维度研究成果,而是更为深入地以消费者内心理解的品牌钟爱概念内涵为基础,进行品牌钟爱的结构维度构建研究,为进一步开展品牌钟爱的系统研究奠定了基础。
第二,本研究建立了品牌钟爱影响因素研究框架,从静态和动态两方面考察品牌钟爱的影响因素,为后续研究提供借鉴。
第三,本研究不同于以往从整体上研究品牌钟爱与其它变量的关系,而是结合品牌钟爱结构维度分析,将品牌钟爱的影响因素及其对品牌忠诚的作用机制研究细化到维度层面,得到了更具有实践意义的研究结论。
第四,本研究讨论了品牌钟爱各维度对品牌忠诚的间接作用,明确了品牌敏感在该间接作用中的中介效应,获得了同时反映品牌钟爱对品牌忠诚直接作用和间接作用的整合模型,更好地解释了品牌钟爱与品牌忠诚这两者的关系,为品牌钟爱与品牌忠诚关系的后续研究提供了新的思路。
第五,本研究从消费者特征和产品特征两方面入手,分别验证了享乐消费价值观和产品价格在品牌钟爱对品牌忠诚作用机制中的调节效应,为品牌钟爱与品牌忠诚关系中调节变量的后续探索研究提供了新的思路。
本研究以运动鞋品牌为研究对象,其结论无法直接运用到其它的产品和服务情境中去。受囿于品牌钟爱问题的复杂性、样本数据的有限性和统计分析技术的局限性,本研究无法控制影响品牌钟爱的其它所有变量,也无法控制品牌钟爱对品牌忠诚作用机制中的其它中介变量和调节变量。后续研究可以考虑在更多的产品和服务情境下展开实证研究,也可以探索识别本文研究模型以外的其它变量的中介效应和调节效应,对本研究结果加以完善和丰富。
Brand love is a kind of relationship between consumer and brand which is analog to humun love, the main content of brand love is consumer's positive cognition and feeling to brand.With the increasing homogeneity of technical Competition between enterprises and the increasing fierceness of marketing competition, the importance of brand in consumer behaviors is also increasingly significant. Building consumers'brand love on the basis of constructing interactive relationship between brands and consumers is now becoming a new strategy for brand enterprises creating continuous competition advantage.
The theoretical research focusing on brand love already has some discussion on the concept connotation of brand love and the general relation between brand love and brand loyalty. Brand love study is now still at an initial stage in general. Especially compared with western brand love studies, basic and systematic theoretical framework and empirical study in brand love studies focusing on Chinese consumers is scarce. The existing brand love literatures still has much disagreement on structural dimensions of brand love. Systematical and deep studies on brand love influent factors and influent mechanism as well as specific mechanism of brand love to brand loyalty are also in shortage.
Based on previous research and using sports shoes brand as an example, this thesis starts from consumers'core connotation of brand love, refines the structural dimensions of brand love, analyzes the influences of brand experience and congruence between brand and consumers'self-concept on brand love, discusses the mechanism of brand love's effect on brand loyalty, analyzes the mediating effect of brand sensitivity and the moderating effect of hedonic consumption value and product price in the mechanism.
Based on theoretical research, the empirical work of this thesis deals with the sports shoes brands. The author deeply interviewed 35 consumers in Beijing, Shanghai, Hangzhou, Shaoxin and Guangzhou. Scales for pre-investigation was formed with the combination of content acquired from interviews and related theories. A small scale survey aiming at testing the pre-investigation scales was carried out at sports shoes brand special counters and gymnasiums in Hangzhou, Shaoxin, Taizhou and Wenzhou.300 copies of questionnaire were disseminated and 187 valid questionnaires were acquired. According to item purification, reliability and validity test, the formal scales were made. A large scale survey using formal scales was conducted at sports shoes brand special counters and gymnasiums in 39 cities concerning 16 provinces (municipality directly under central government) in China.900 copies of questionnaire were disseminated and 516 valid questionnaires were acquired. Data analysis software tools used in this thesis were SPSS 15.0 and Amos 7.0. Descriptive statistic analysis, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were employed in data analysis for corresponding empirical tests of theoretical hypothesis.
Based on theoretical study and empirical analysis, the dissertation got following conclusions:
First, brand love has three dimensions named brand satisfaction and trust, brand attachment, brand passion. Brand satisfaction and trust is a rational dimension reflecting consumers'fundamental demand to brands; Brand passion is a perceptual dimension reflecting consumers'peak emotional brand experience; Brand attachment is also a perceptual dimension reflecting consumers'willingness to treat brands as their partners and build long term relationship with them.
Second, brand experience and congruence between brand and consumers' self-concept are two factors influencing brand love. Brand experience has positive effects on each dimension of brand love, Congruence between brand and consumers' self-concept has positive effects on brand passion and brand attachment but has no positive effect on brand satisfaction and trust.
Third, each dimension of brand love has direct effect on brand loyalty, different dimension has different effect strength and significance on brand loyalty. Brand satisfaction and trust has direct and positive effect on brand attitude loyalty, brand passion has direct and positive effect on brand behavior loyalty, brand attachment has direct and positive effect on both brand attitude loyalty and brand behavior loyalty.
Forth, brand sensitivity is a mediating variable in the effect mechanism of brand love to brand loyalty. Brand satisfaction and trust has indirect and positive effect on brand attitude loyalty and brand behavior loyalty by positive effect on brand sensitivity. Brand attachment has indirect and positive effect on brand attitude loyalty and brand behavior loyalty by positive effect on brand sensitivity.
Fifth, hedonic consumption value is a moderating variable in the effect mechanism of brand love to brand loyalty. High degree of consumers'hedonic consumption value significantly strengthens brand satisfaction and trust's effect on brand attitude loyalty, significantly strengthens brand attachment's effect on brand sensitivity, significantly strengthens brand attachment's effect on brand behavior loyalty.
Sixth, product price is a moderating variable in the effect mechanism of brand love to brand loyalty. High price significantly weakens brand passion's effect on brand behavior loyalty, significantly strengthens brand attachment's effect on brand behavior loyalty, significantly strengthens brand attachment's effect on brand attitude loyalty.
The concept of brand love was proposed only several years ago, A deep study of brand love in marketing has just started, The work of this thesis steps further from the performance already got in previous brand love study and get makes some theoretic progress. The value of this thesis lies in the aspects as follows:
First, this thesis carries out brand love structural dimension research based on consumers' brand love concept connotation, this research method is much deeper than simply apply the studies of human love dimensions in psychology. The work of this thesis lays a foundation for further and systematic study on brand love.
Second, this thesis develops a research framework of brand love influential factors including static and dynamic factors, this framework provides reference for subsequent studies.
Third, this thesis is different from previous general studies on relationship of brand love and other variables, the work of this thesis studies the influential factors of brand love and mechanism of brand love's effect on brand loyalty to a dimensional level with the analysis of brand love structural dimensions. The research conclusions are much more available in marketing practice than previous research results.
Fourth, this thesis discusses indirect effects of each brand love dimension on brand loyalty, makes clear the mediating effect of brand sensitivity on these indirect effects and acquires a integrated model explaining direct and indirect effects of brand love on brand loyalty. This model better explains the relationship of brand love and brand loyalty and provides a new way for subsequent studies aiming at relationship of brand love and brand loyalty.
Fifth, this thesis considers the features of both consumers and products and verifies the moderating effect of hedonic consumption value and product price. The work of this thesis provides a new direction for subsequent studies concerning moderating variable in relationship of brand love and brand loyalty.
Taking sports shoes brand as the research object, the result of this thesis can not be directly applied to other product or service context. This thesis can not control all other variables effecting brand love and all other mediating variables and moderating variables in the effect mechanism of brand love on brand loyalty because of the complexity of brand love,the limitation of sample data and the limitation of statistical analysis technique. Subsequent research can carry out more empirical studies in other product and service context and can also try to find other mediating variables and moderating variables different from variables in the models in this thesis to improve and enrich the work of this thesis.
目前以品牌钟爱为主题展开的理论研究已经对品牌钟爱的概念内涵、品牌钟爱与品牌忠诚的总体关系等一些内容作了初步探讨。然而总的来说,品牌钟爱研究仍处于起步阶段,特别是相对于西方已有的品牌钟爱研究,聚焦于中国消费者的品牌钟爱研究中基础性、系统性的理论框架和实证研究仍然比较匮乏。现有的品牌钟爱文献对如何进行品牌钟爱的结构维度剖析尚未达成共识,对品牌钟爱的影响因素及影响路径、对品牌钟爱对品牌忠诚的详细作用机制也缺乏系统的、深入的研究。
本论文在吸收以往研究的基础上,以运动鞋品牌为例,从消费者理解的品牌钟爱核心内涵出发,提炼了品牌钟爱的结构维度；分析了品牌体验、品牌与消费者自我概念一致性这两个因素对品牌钟爱的影响；在讨论品牌钟爱对品牌忠诚作用的同时,分析了品牌敏感在其中的中介效应、享乐消费价值观和产品价格在其中的调节效应。
在理论研究的基础上,本论文结合运动鞋品牌进行实证研究。笔者与北京、上海、杭州、绍兴、广州等地的35名消费者进行了深入访谈,并结合相关理论形成了前测问卷。针对前测问卷进行的小样本调查在杭州、绍兴、台州、温州等4个城市的商场品牌运动鞋专柜、运动健身场馆进行,共发放问卷300份,回收有效问卷187份。通过量表项目净化、信度检验以及效度分析等工作,形成了正式问卷。使用正式问卷进行的大样本调查在全国16个省(直辖市)的39个城市商场品牌运动鞋专柜和运动健身场馆进行,共发放问卷900份,回收有效问卷516份。本文的数据分析使用SPSS15.0和AMOS7.0两个统计软件包,主要采用描述性统计分析、探索性因子分析、验证性因子分析、结构方程模型等方法对理论假设进行了实证检验。
在理论研究和实证分析的基础上,本研究得出如下结论：
第一,品牌钟爱具有品牌满意与信任、品牌激情、品牌依恋三个维度。品牌满意与信任反映了消费者对品牌的基本诉求,是一个理性维度；品牌激情反映了消费者对品牌的高峰情感体验,是一个感性维度；品牌依恋反映了消费者愿意将品牌看作伙伴并与其缔结长期关系,也是一个感性维度。
第二,品牌体验、品牌与消费者自我概念一致性这两个因素对品牌钟爱均有影响作用。其中品牌体验对品牌钟爱的三个维度均有正向作用,品牌与消费者自我概念一致性对品牌钟爱中的品牌激情和品牌依恋这两个维度有正向作用,而对品牌满意与信任维度没有正向作用。
第三,品牌钟爱各维度对品牌忠诚均有直接作用,不同维度对品牌忠诚的作用强度和显著性不同。其中品牌满意与信任直接提升品牌态度忠诚,品牌激情直接提升品牌行为忠诚,品牌依恋直接提升品牌行为忠诚和品牌态度忠诚。
第四,品牌敏感是品牌钟爱对品牌忠诚的作用机制中的中介变量。品牌满意与信任通过提升品牌敏感,间接提升品牌行为忠诚和品牌态度忠诚；品牌依恋通过提升品牌敏感,间接提升品牌行为忠诚和品牌态度忠诚。
第五,享乐消费价值观是品牌钟爱对品牌忠诚的作用机制中的一个调节变量,较高的享乐性消费倾向会使品牌满意与信任对品牌态度忠诚的作用显著增强,会使品牌依恋对品牌敏感的作用显著增强,会使品牌依恋对品牌行为忠诚的作用显著增强。
第六,产品价格是品牌钟爱对品牌忠诚的作用机制中的一个调节变量。较高的产品价格会使品牌激情对品牌行为忠诚的作用显著变弱,会使品牌依恋对品牌行为忠诚的作用显著增强,会使品牌依恋对品牌态度忠诚的作用显著增强。
品牌钟爱这一概念的提出到现在只有短短的几年时间,营销学界对品牌钟爱的深入研究才刚刚开始,本研究深化了已有的品牌钟爱研究成果,取得了一定的理论进展。本文的价值体现在以下几个方面：
第一,本研究没有简单套用心理学中的爱情维度研究成果,而是更为深入地以消费者内心理解的品牌钟爱概念内涵为基础,进行品牌钟爱的结构维度构建研究,为进一步开展品牌钟爱的系统研究奠定了基础。
第二,本研究建立了品牌钟爱影响因素研究框架,从静态和动态两方面考察品牌钟爱的影响因素,为后续研究提供借鉴。
第三,本研究不同于以往从整体上研究品牌钟爱与其它变量的关系,而是结合品牌钟爱结构维度分析,将品牌钟爱的影响因素及其对品牌忠诚的作用机制研究细化到维度层面,得到了更具有实践意义的研究结论。
第四,本研究讨论了品牌钟爱各维度对品牌忠诚的间接作用,明确了品牌敏感在该间接作用中的中介效应,获得了同时反映品牌钟爱对品牌忠诚直接作用和间接作用的整合模型,更好地解释了品牌钟爱与品牌忠诚这两者的关系,为品牌钟爱与品牌忠诚关系的后续研究提供了新的思路。
第五,本研究从消费者特征和产品特征两方面入手,分别验证了享乐消费价值观和产品价格在品牌钟爱对品牌忠诚作用机制中的调节效应,为品牌钟爱与品牌忠诚关系中调节变量的后续探索研究提供了新的思路。
本研究以运动鞋品牌为研究对象,其结论无法直接运用到其它的产品和服务情境中去。受囿于品牌钟爱问题的复杂性、样本数据的有限性和统计分析技术的局限性,本研究无法控制影响品牌钟爱的其它所有变量,也无法控制品牌钟爱对品牌忠诚作用机制中的其它中介变量和调节变量。后续研究可以考虑在更多的产品和服务情境下展开实证研究,也可以探索识别本文研究模型以外的其它变量的中介效应和调节效应,对本研究结果加以完善和丰富。
Brand love is a kind of relationship between consumer and brand which is analog to humun love, the main content of brand love is consumer's positive cognition and feeling to brand.With the increasing homogeneity of technical Competition between enterprises and the increasing fierceness of marketing competition, the importance of brand in consumer behaviors is also increasingly significant. Building consumers'brand love on the basis of constructing interactive relationship between brands and consumers is now becoming a new strategy for brand enterprises creating continuous competition advantage.
The theoretical research focusing on brand love already has some discussion on the concept connotation of brand love and the general relation between brand love and brand loyalty. Brand love study is now still at an initial stage in general. Especially compared with western brand love studies, basic and systematic theoretical framework and empirical study in brand love studies focusing on Chinese consumers is scarce. The existing brand love literatures still has much disagreement on structural dimensions of brand love. Systematical and deep studies on brand love influent factors and influent mechanism as well as specific mechanism of brand love to brand loyalty are also in shortage.
Based on previous research and using sports shoes brand as an example, this thesis starts from consumers'core connotation of brand love, refines the structural dimensions of brand love, analyzes the influences of brand experience and congruence between brand and consumers'self-concept on brand love, discusses the mechanism of brand love's effect on brand loyalty, analyzes the mediating effect of brand sensitivity and the moderating effect of hedonic consumption value and product price in the mechanism.
Based on theoretical research, the empirical work of this thesis deals with the sports shoes brands. The author deeply interviewed 35 consumers in Beijing, Shanghai, Hangzhou, Shaoxin and Guangzhou. Scales for pre-investigation was formed with the combination of content acquired from interviews and related theories. A small scale survey aiming at testing the pre-investigation scales was carried out at sports shoes brand special counters and gymnasiums in Hangzhou, Shaoxin, Taizhou and Wenzhou.300 copies of questionnaire were disseminated and 187 valid questionnaires were acquired. According to item purification, reliability and validity test, the formal scales were made. A large scale survey using formal scales was conducted at sports shoes brand special counters and gymnasiums in 39 cities concerning 16 provinces (municipality directly under central government) in China.900 copies of questionnaire were disseminated and 516 valid questionnaires were acquired. Data analysis software tools used in this thesis were SPSS 15.0 and Amos 7.0. Descriptive statistic analysis, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were employed in data analysis for corresponding empirical tests of theoretical hypothesis.
Based on theoretical study and empirical analysis, the dissertation got following conclusions:
First, brand love has three dimensions named brand satisfaction and trust, brand attachment, brand passion. Brand satisfaction and trust is a rational dimension reflecting consumers'fundamental demand to brands; Brand passion is a perceptual dimension reflecting consumers'peak emotional brand experience; Brand attachment is also a perceptual dimension reflecting consumers'willingness to treat brands as their partners and build long term relationship with them.
Second, brand experience and congruence between brand and consumers' self-concept are two factors influencing brand love. Brand experience has positive effects on each dimension of brand love, Congruence between brand and consumers' self-concept has positive effects on brand passion and brand attachment but has no positive effect on brand satisfaction and trust.
Third, each dimension of brand love has direct effect on brand loyalty, different dimension has different effect strength and significance on brand loyalty. Brand satisfaction and trust has direct and positive effect on brand attitude loyalty, brand passion has direct and positive effect on brand behavior loyalty, brand attachment has direct and positive effect on both brand attitude loyalty and brand behavior loyalty.
Forth, brand sensitivity is a mediating variable in the effect mechanism of brand love to brand loyalty. Brand satisfaction and trust has indirect and positive effect on brand attitude loyalty and brand behavior loyalty by positive effect on brand sensitivity. Brand attachment has indirect and positive effect on brand attitude loyalty and brand behavior loyalty by positive effect on brand sensitivity.
Fifth, hedonic consumption value is a moderating variable in the effect mechanism of brand love to brand loyalty. High degree of consumers'hedonic consumption value significantly strengthens brand satisfaction and trust's effect on brand attitude loyalty, significantly strengthens brand attachment's effect on brand sensitivity, significantly strengthens brand attachment's effect on brand behavior loyalty.
Sixth, product price is a moderating variable in the effect mechanism of brand love to brand loyalty. High price significantly weakens brand passion's effect on brand behavior loyalty, significantly strengthens brand attachment's effect on brand behavior loyalty, significantly strengthens brand attachment's effect on brand attitude loyalty.
The concept of brand love was proposed only several years ago, A deep study of brand love in marketing has just started, The work of this thesis steps further from the performance already got in previous brand love study and get makes some theoretic progress. The value of this thesis lies in the aspects as follows:
First, this thesis carries out brand love structural dimension research based on consumers' brand love concept connotation, this research method is much deeper than simply apply the studies of human love dimensions in psychology. The work of this thesis lays a foundation for further and systematic study on brand love.
Second, this thesis develops a research framework of brand love influential factors including static and dynamic factors, this framework provides reference for subsequent studies.
Third, this thesis is different from previous general studies on relationship of brand love and other variables, the work of this thesis studies the influential factors of brand love and mechanism of brand love's effect on brand loyalty to a dimensional level with the analysis of brand love structural dimensions. The research conclusions are much more available in marketing practice than previous research results.
Fourth, this thesis discusses indirect effects of each brand love dimension on brand loyalty, makes clear the mediating effect of brand sensitivity on these indirect effects and acquires a integrated model explaining direct and indirect effects of brand love on brand loyalty. This model better explains the relationship of brand love and brand loyalty and provides a new way for subsequent studies aiming at relationship of brand love and brand loyalty.
Fifth, this thesis considers the features of both consumers and products and verifies the moderating effect of hedonic consumption value and product price. The work of this thesis provides a new direction for subsequent studies concerning moderating variable in relationship of brand love and brand loyalty.
Taking sports shoes brand as the research object, the result of this thesis can not be directly applied to other product or service context. This thesis can not control all other variables effecting brand love and all other mediating variables and moderating variables in the effect mechanism of brand love on brand loyalty because of the complexity of brand love,the limitation of sample data and the limitation of statistical analysis technique. Subsequent research can carry out more empirical studies in other product and service context and can also try to find other mediating variables and moderating variables different from variables in the models in this thesis to improve and enrich the work of this thesis.
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