轿车品牌体验对品牌关系影响的实证研究
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摘要
国内轿车市场的竞争模式正在从价格、车型、广告的竞争转向品牌和价值的竞争,品牌差别成为消费者区别轿车产品和服务的最重要的因素。企业需要通过产品、服务以及营销推广等整合营销手段为消费者提供独特的品牌体验和服务体验,所以,应用新的品牌体验营销模式建立持续稳固的品牌关系成为轿车企业最重要的营销任务。本文结合国内轿车市场的情况,提出一个关系模型,研究品牌体验对品牌关系的影响。
经过文献回顾,本研究将品牌体验界定为顾客在购买和消费过程中的心理感受,并将品牌体验划分为感官,情感,思考,行动和关联五个维度。对于品牌关系,本文采纳广义品牌关系的内涵界定,即品牌关系包括消费者、生产者、产品、品牌四个利益主体间的关系,并用承诺/相关度,归属/关注度,熟悉/了解度,信任/尊重度,联想/再认度五个指标来进行衡量。之后,本文通过回归分析研究了品牌体验的各个维度对广义品牌关系的影响,得出了品牌体验的五个维度均对品牌关系有显著正向影响的结论。并发现,其中情感体验影响最大,行动体验和思考体验次之,影响最小的是关联体验和感官体验。这说明消费者已经从产品消费转移到了情感消费,所以,要想建立稳固良好的广义品牌关系,应该加强情感体验策略的实施。
The sedan industry in China has now entered into a long and stable period of rapid growth together with the vigorous development of China's economic. Because the domestic car market is becoming more international, the increasing technology and competition makes product homogenization, the models of competition in market such as low price, new vehicle type and advertising have changed into the competition of brand and values, and the difference in brand has become the most important factor for the passenger to distinguish the product and service. So provide unique brand experience and service experience for the consumer is more important than just product high quality products. And make brand experience a new marking model to get a continue stably brand relation with the consumer because the most important task for car companies. General Brand Relationship is a conception includes consumer, producer, product and brand. Have a deep study on this conception can get a better balance between various stakeholders, and so the company could be more initiative in the market. This article is to explore the relationship between Brand Experience and stable Brand Relationship.
This study attempts to find out the impact of Brand Experience on Brand Relationship by empirical method. Before empirical studies, this paper make a systematic review on the past literatures about Brand Experience and Brand Relationship. Through summarizing the previous literatures about Brand Experience and Brand Relationship, and then combine with the reality situation of China, I hope I can find a adequate theoretical basis for this study. When review on the literatures about Brand Experience, the focus is conception, classification, dimension, etc. After that, this article defines Brand Experience as the psychological experience of the customer through the process more than just emphasis on the activities or things that the customer experienced. On this basis, after further review on the literatures, this article defines Brand Experience into five dimensions: Sensation, Emotion, Thinking, Action and Relation. To Brand Relationship, the paper focuses on the significance of its general conception. For General Brand Relationship is a conception includes consumer, producer, product and brand four respects,and covering commitments / relevance, ownership / attention, familiar / understanding, degree of trust / degree of respect, association / recognition degree five indexes, so deeply research on this conception could explain the relationship between different stakeholders in the complex market environment more clearly.
ON the basis of extensive literatures’review, the paper further creates a theoretical framework, and then gives out related assumptions, at last, layout the questionnaire paper and research methods that needed in this paper. The main object of the questionnaire is the car buyer in Changchun. After a diligent work, a total of 288 valid questionnaires are collected, which is a good support for the paper's data analysis.
To the data that gotten during research, this paper will use SPSS17 to analysis. The research Characteristic is Quantitative Analysis, and the statistical analysis methods are: (1) descriptive statistics (2) reliability analysis (3) construct validity analysis (4) correlation analysis (5) regression analysis.
Through the empirical test, after the analysis to the causal relationship between variables with a combination of the specific context in the sedan industry, this paper gives an important conclusion, namely: The impact of the five dimensions included in Brand Experience on the Brand Relationship are all significant positive.
Finally, in view of this paper may provide a good advice for the sedan industry to build a good brand relationship and ultimately achieve to form a certain customer loyalty, this article further elaborates the guide significance to the sedan industry combined with the empirical conclusions of this article . Wishes this will help car companies in selecting the appropriate blended types of brand experience methods in marketing, not only have a full attention to the brand experience methods in marketing in order to produce a good performance, but also build a consumer-cored Brand Relationship to benefit the long-term development of the company, further more, the car company should build and maintain a long-term stable brand relationship by the way of brand experience to make itself more initiative and competitive in the fierce market competition.
经过文献回顾,本研究将品牌体验界定为顾客在购买和消费过程中的心理感受,并将品牌体验划分为感官,情感,思考,行动和关联五个维度。对于品牌关系,本文采纳广义品牌关系的内涵界定,即品牌关系包括消费者、生产者、产品、品牌四个利益主体间的关系,并用承诺/相关度,归属/关注度,熟悉/了解度,信任/尊重度,联想/再认度五个指标来进行衡量。之后,本文通过回归分析研究了品牌体验的各个维度对广义品牌关系的影响,得出了品牌体验的五个维度均对品牌关系有显著正向影响的结论。并发现,其中情感体验影响最大,行动体验和思考体验次之,影响最小的是关联体验和感官体验。这说明消费者已经从产品消费转移到了情感消费,所以,要想建立稳固良好的广义品牌关系,应该加强情感体验策略的实施。
The sedan industry in China has now entered into a long and stable period of rapid growth together with the vigorous development of China's economic. Because the domestic car market is becoming more international, the increasing technology and competition makes product homogenization, the models of competition in market such as low price, new vehicle type and advertising have changed into the competition of brand and values, and the difference in brand has become the most important factor for the passenger to distinguish the product and service. So provide unique brand experience and service experience for the consumer is more important than just product high quality products. And make brand experience a new marking model to get a continue stably brand relation with the consumer because the most important task for car companies. General Brand Relationship is a conception includes consumer, producer, product and brand. Have a deep study on this conception can get a better balance between various stakeholders, and so the company could be more initiative in the market. This article is to explore the relationship between Brand Experience and stable Brand Relationship.
This study attempts to find out the impact of Brand Experience on Brand Relationship by empirical method. Before empirical studies, this paper make a systematic review on the past literatures about Brand Experience and Brand Relationship. Through summarizing the previous literatures about Brand Experience and Brand Relationship, and then combine with the reality situation of China, I hope I can find a adequate theoretical basis for this study. When review on the literatures about Brand Experience, the focus is conception, classification, dimension, etc. After that, this article defines Brand Experience as the psychological experience of the customer through the process more than just emphasis on the activities or things that the customer experienced. On this basis, after further review on the literatures, this article defines Brand Experience into five dimensions: Sensation, Emotion, Thinking, Action and Relation. To Brand Relationship, the paper focuses on the significance of its general conception. For General Brand Relationship is a conception includes consumer, producer, product and brand four respects,and covering commitments / relevance, ownership / attention, familiar / understanding, degree of trust / degree of respect, association / recognition degree five indexes, so deeply research on this conception could explain the relationship between different stakeholders in the complex market environment more clearly.
ON the basis of extensive literatures’review, the paper further creates a theoretical framework, and then gives out related assumptions, at last, layout the questionnaire paper and research methods that needed in this paper. The main object of the questionnaire is the car buyer in Changchun. After a diligent work, a total of 288 valid questionnaires are collected, which is a good support for the paper's data analysis.
To the data that gotten during research, this paper will use SPSS17 to analysis. The research Characteristic is Quantitative Analysis, and the statistical analysis methods are: (1) descriptive statistics (2) reliability analysis (3) construct validity analysis (4) correlation analysis (5) regression analysis.
Through the empirical test, after the analysis to the causal relationship between variables with a combination of the specific context in the sedan industry, this paper gives an important conclusion, namely: The impact of the five dimensions included in Brand Experience on the Brand Relationship are all significant positive.
Finally, in view of this paper may provide a good advice for the sedan industry to build a good brand relationship and ultimately achieve to form a certain customer loyalty, this article further elaborates the guide significance to the sedan industry combined with the empirical conclusions of this article . Wishes this will help car companies in selecting the appropriate blended types of brand experience methods in marketing, not only have a full attention to the brand experience methods in marketing in order to produce a good performance, but also build a consumer-cored Brand Relationship to benefit the long-term development of the company, further more, the car company should build and maintain a long-term stable brand relationship by the way of brand experience to make itself more initiative and competitive in the fierce market competition.
引文
[1] Albert M.Muniz,Jr.,Thomas C O’Guinn.Brand Community[J].Journal of Consumer Research,2001,27,(4):412-430.
[2] Alexander L.Biel.How Brand Image drives Brand Equity[J].Journal of Advertising Research,1993,(6):RC6-RC12.
[3] Alice A.Wright,John G.Lynch,Jr.Communication Effects of Advertising versus Direct Experience When Both Search and Experience Attributes Are Present[J].Journal of Consumer Research,1995,21,(4):708-718.
[4] Annamma Joy,John F.Sherry Jr.Speaking of Art as Embodied Imagination:A Multisensory Approach to Understanding Aesthetic Experience[J].Journal of Consumer Research,2003,30,(2):259-282.
[5] Arjun Chaudhuri,MorrisB.Holbrook.The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty[J].Journal of Marketing,2001,65,(2):81-93.
[6] Aron O’Cass,Debra Grace.Exploring Consumer Experiences with a Service Brand[J].The Journal of Product and Brand Management,2004,13,(4/5):257-268.
[7] Bolton,R.B.,Kannan,P.K.&Bramlett,M.D..Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value[J].Journal of the Academy of Marketing Science,2000,(28),1:95-108.
[8] Changjo Yoo,Jonghee Park,Deborah J.Maclnnis.Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude[J].Journal of Business Research,1998,(42):253-263.
[9] Charla Mathwick,Edward Rigdon.Play,Flow,and the Online Search Experience[J].Journal of Consumer Research,2004,(9):324-332.
[10] Dan Padgett,Douglas Allen,Communicating Experiences:A Narrative Approach to Creating Service Brand Image[J].Journal of Advertising,1997,26,(4):49-62.
[11] Daniel A.Sheinin.The Effects of Experience with Brand Extensions on Parent Brand Knowledge[J].Journal of Business Research,2000,(49):47-55.
[12] Debra Grace,Aron O’Cass.Examining Service Experiences and Post-Consumption Evaluations[J].The Journal of Services Marketing,2004,18,(6/7):450-461.
[13] Deirdre O’Loughlin , Isabelle Szmigin , Peter Turnbull . From Relationships to Experiences in Retail Financial Services[J].The Intenational Journal of Bank Marketing,2004,22,(6/7):522-539.
[14] Eric J.Arnould,Linda L.Price.River Magic:Extraordinary Experience and the Extended Service Encounter[J] . Journal of Consumer Research,1993,20,(1):24-45.
[15] Hong-Youl Ha,Helen Perks.Effects of Consumer Perceptions of Brand Experience on the Web:Brand Familiarity,Satisfaction and Brand Trust[J].Journal of Consumer Behaviour,2005,4,(6):438-452.
[16] Josko Brakus.A Theory of Consumer Experiences[D].Bell&Howell Information and Learning Company,2002.
[17] Julie Baker,A.Parasuraman,Dhruv Grewal、Glenn B.Voss.The influence of multiple store environment cues on perceived merchandise value and patronage intentions[J].Journal of Marketing,2002,66(2):120-141.
[18] Julie E Otto , J R Brent Ritchie . The Service Experience in Tourism[J].Tourism Management,1996,Vol.17,(3):165-174.
[19] Karen A.Machleit,Sevgin A.Eroglu.Describing and Measuring Emotional Response to Shopping Experience[J].Journal of Business Research,2000,(49):101-111.
[20] Kathryn A.Braun.Postexperience Advertising Effects on Consumer Memory [J].Journal of Consumer Research,1999,25,(4):319-334.
[21] Blackston,Max.Observations:Building Equity by Managing the Brand'sRelationships.Journal of Advertising Research,1996,32(May/Jun):79-83.
[22] Fournier,Susan.Consumer and Their Brands:Developing Relationship Theory in Consume Research..Journal of Consumer Research,1998,24(March):343~373.
[23] Aaker,J,Susan Fournier.and S.Adam Brasel.Charting the Development of Consumer-Brand Relationships.Research Paper Series,Graduate School of Business Stanford University,2001.
[24] Bernd Sehmitt.Experiential Marketing[J].Journal of Marketing Management,1999,15,53一67.
[25] Mano,oliver.Assessing the Dinebsionality and Structure of the Consumption Experience : Enalution , Feeling , and Satisfaction[J〕.Journal of Consumer Research,1993,20,3,P451
[26] Fournier Susan . Dimensioning Brand Relationships Using Brand Relationship Quality[C].Paper presented at the Association for Consumer Research annual conference,Salt Late City,UT,2000.
[27] Dwyer F Robert,Paul H Schurr,Sejo Oh.Developing Buyer-Seller Relationships[J].Journal of Marketing,1987,51(4):11-27.
[28] Fournier Susan . A Consumer-Brand Relationship Framework For Strategic Brand Management.University of Florida,1994.
[29] Sweeney Jillian C,Chew Macy.Consumer-brand Relationships:An Exploratory Study in the Services Context[C].Australia-New Zealand Marketing Academy(ANZMAC) Conference,Gold Coast,Australia,2000.
[30] Muhammad F Ibrahim,Ng C Wee.The Importance of Entertainment in the Shopping Center Experience:Evidence from Singapore[J].Journal of Real Estate Portfolio Management,2002,8,(3):239-254.
[31]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报,2006(3):100-106.
[32]范秀成.顾客体验驱动的服务品牌建设[J].南开管理评论,2001,(6):16-20.
[33]李海廷.基于体验层次的品牌竞争策略.当代财经,2003(11).
[34]周志明,卢泰宏.广义品牌关系结构研究.中国工业经济,2004(11).
[35]周兰.品牌体验对消费者一品牌关系的影响研究.湖南师范大学,硕士论文,2008.
[36]钟财帮,左仁淑.试论体验营销模型.经济管理,2003.
[37]陈鼎藩,张吉军.品牌关系:塑造强势品牌的新范式.经济与管理,2004(2).
[38]范秀成等.体验营销:企业赢得顾客的新思维.经济管理·新管理,2002(22).
[39]朱世平.体验营销及其模型构造.商业经济与管理,2003(5).
[40]卢政营.星巴克:品牌价值超速增长的神话.经济周刊,2003(5).
[41]南山.用环境体验品牌.中国户外广告,2004(2).
[42]周志民.品牌关系指数模型研究:一个量表开发的视角.中山大学管理学院博士论文,2003.
[43]卢泰宏,周志民.基于品牌关系的品牌理论:研究模型及展望.商业经济与管理,2003(2).
[44]马永生.品牌关系管理:品牌管理的未来趋势.经济管理,2001(22).
[45]陆启杰,马永生.品牌关系管理的一个新视觉:品牌体验管理.经济管理,2002年(4).
[46]周志民.品牌关系三维结构的实证研究[J].深圳大学学报(人文社会科学版),2004(5).
[47]王利军.品牌体验对顾客品牌关系的影响研究.武汉大学,硕士论文,2005.
[48]卢泰宏.品牌资产的评估模型与方法.中山大学学报(社会科学版),2002(3),88-96.
[49]周志民.品牌关系评估研究范畴、视角探讨与展望.外国经济与管理,2005(1),34-40.
[50]约瑟夫派思,詹姆斯.H.吉尔摩(美).体验经济.机械工业出版社,2002
[51]伯恩德·斯密特.体验式营销.中国三峡出版社,2001
[2] Alexander L.Biel.How Brand Image drives Brand Equity[J].Journal of Advertising Research,1993,(6):RC6-RC12.
[3] Alice A.Wright,John G.Lynch,Jr.Communication Effects of Advertising versus Direct Experience When Both Search and Experience Attributes Are Present[J].Journal of Consumer Research,1995,21,(4):708-718.
[4] Annamma Joy,John F.Sherry Jr.Speaking of Art as Embodied Imagination:A Multisensory Approach to Understanding Aesthetic Experience[J].Journal of Consumer Research,2003,30,(2):259-282.
[5] Arjun Chaudhuri,MorrisB.Holbrook.The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty[J].Journal of Marketing,2001,65,(2):81-93.
[6] Aron O’Cass,Debra Grace.Exploring Consumer Experiences with a Service Brand[J].The Journal of Product and Brand Management,2004,13,(4/5):257-268.
[7] Bolton,R.B.,Kannan,P.K.&Bramlett,M.D..Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value[J].Journal of the Academy of Marketing Science,2000,(28),1:95-108.
[8] Changjo Yoo,Jonghee Park,Deborah J.Maclnnis.Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude[J].Journal of Business Research,1998,(42):253-263.
[9] Charla Mathwick,Edward Rigdon.Play,Flow,and the Online Search Experience[J].Journal of Consumer Research,2004,(9):324-332.
[10] Dan Padgett,Douglas Allen,Communicating Experiences:A Narrative Approach to Creating Service Brand Image[J].Journal of Advertising,1997,26,(4):49-62.
[11] Daniel A.Sheinin.The Effects of Experience with Brand Extensions on Parent Brand Knowledge[J].Journal of Business Research,2000,(49):47-55.
[12] Debra Grace,Aron O’Cass.Examining Service Experiences and Post-Consumption Evaluations[J].The Journal of Services Marketing,2004,18,(6/7):450-461.
[13] Deirdre O’Loughlin , Isabelle Szmigin , Peter Turnbull . From Relationships to Experiences in Retail Financial Services[J].The Intenational Journal of Bank Marketing,2004,22,(6/7):522-539.
[14] Eric J.Arnould,Linda L.Price.River Magic:Extraordinary Experience and the Extended Service Encounter[J] . Journal of Consumer Research,1993,20,(1):24-45.
[15] Hong-Youl Ha,Helen Perks.Effects of Consumer Perceptions of Brand Experience on the Web:Brand Familiarity,Satisfaction and Brand Trust[J].Journal of Consumer Behaviour,2005,4,(6):438-452.
[16] Josko Brakus.A Theory of Consumer Experiences[D].Bell&Howell Information and Learning Company,2002.
[17] Julie Baker,A.Parasuraman,Dhruv Grewal、Glenn B.Voss.The influence of multiple store environment cues on perceived merchandise value and patronage intentions[J].Journal of Marketing,2002,66(2):120-141.
[18] Julie E Otto , J R Brent Ritchie . The Service Experience in Tourism[J].Tourism Management,1996,Vol.17,(3):165-174.
[19] Karen A.Machleit,Sevgin A.Eroglu.Describing and Measuring Emotional Response to Shopping Experience[J].Journal of Business Research,2000,(49):101-111.
[20] Kathryn A.Braun.Postexperience Advertising Effects on Consumer Memory [J].Journal of Consumer Research,1999,25,(4):319-334.
[21] Blackston,Max.Observations:Building Equity by Managing the Brand'sRelationships.Journal of Advertising Research,1996,32(May/Jun):79-83.
[22] Fournier,Susan.Consumer and Their Brands:Developing Relationship Theory in Consume Research..Journal of Consumer Research,1998,24(March):343~373.
[23] Aaker,J,Susan Fournier.and S.Adam Brasel.Charting the Development of Consumer-Brand Relationships.Research Paper Series,Graduate School of Business Stanford University,2001.
[24] Bernd Sehmitt.Experiential Marketing[J].Journal of Marketing Management,1999,15,53一67.
[25] Mano,oliver.Assessing the Dinebsionality and Structure of the Consumption Experience : Enalution , Feeling , and Satisfaction[J〕.Journal of Consumer Research,1993,20,3,P451
[26] Fournier Susan . Dimensioning Brand Relationships Using Brand Relationship Quality[C].Paper presented at the Association for Consumer Research annual conference,Salt Late City,UT,2000.
[27] Dwyer F Robert,Paul H Schurr,Sejo Oh.Developing Buyer-Seller Relationships[J].Journal of Marketing,1987,51(4):11-27.
[28] Fournier Susan . A Consumer-Brand Relationship Framework For Strategic Brand Management.University of Florida,1994.
[29] Sweeney Jillian C,Chew Macy.Consumer-brand Relationships:An Exploratory Study in the Services Context[C].Australia-New Zealand Marketing Academy(ANZMAC) Conference,Gold Coast,Australia,2000.
[30] Muhammad F Ibrahim,Ng C Wee.The Importance of Entertainment in the Shopping Center Experience:Evidence from Singapore[J].Journal of Real Estate Portfolio Management,2002,8,(3):239-254.
[31]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报,2006(3):100-106.
[32]范秀成.顾客体验驱动的服务品牌建设[J].南开管理评论,2001,(6):16-20.
[33]李海廷.基于体验层次的品牌竞争策略.当代财经,2003(11).
[34]周志明,卢泰宏.广义品牌关系结构研究.中国工业经济,2004(11).
[35]周兰.品牌体验对消费者一品牌关系的影响研究.湖南师范大学,硕士论文,2008.
[36]钟财帮,左仁淑.试论体验营销模型.经济管理,2003.
[37]陈鼎藩,张吉军.品牌关系:塑造强势品牌的新范式.经济与管理,2004(2).
[38]范秀成等.体验营销:企业赢得顾客的新思维.经济管理·新管理,2002(22).
[39]朱世平.体验营销及其模型构造.商业经济与管理,2003(5).
[40]卢政营.星巴克:品牌价值超速增长的神话.经济周刊,2003(5).
[41]南山.用环境体验品牌.中国户外广告,2004(2).
[42]周志民.品牌关系指数模型研究:一个量表开发的视角.中山大学管理学院博士论文,2003.
[43]卢泰宏,周志民.基于品牌关系的品牌理论:研究模型及展望.商业经济与管理,2003(2).
[44]马永生.品牌关系管理:品牌管理的未来趋势.经济管理,2001(22).
[45]陆启杰,马永生.品牌关系管理的一个新视觉:品牌体验管理.经济管理,2002年(4).
[46]周志民.品牌关系三维结构的实证研究[J].深圳大学学报(人文社会科学版),2004(5).
[47]王利军.品牌体验对顾客品牌关系的影响研究.武汉大学,硕士论文,2005.
[48]卢泰宏.品牌资产的评估模型与方法.中山大学学报(社会科学版),2002(3),88-96.
[49]周志民.品牌关系评估研究范畴、视角探讨与展望.外国经济与管理,2005(1),34-40.
[50]约瑟夫派思,詹姆斯.H.吉尔摩(美).体验经济.机械工业出版社,2002
[51]伯恩德·斯密特.体验式营销.中国三峡出版社,2001