平面广告投入对女装品牌资产的影响
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摘要
品牌资产的建设是品牌理论的重要组成部分,品牌资产和营销组合策略之间的关系已经成为品牌资产研究的重要内容。在服装品牌研究领域中,关于品牌资产和营销策略组合之间关系的研究还相对较少。本文在现有的品牌资产以及广告投入相关文献整理的基础上,结合服装品牌自身的特点,构建了平面广告投入与女装品牌资产的关系模型,并提出了相关假设。
本文采用实证研究的方法,以问卷和量表研究的形式,从消费者角度探索平面广告投入和女装品牌资产核心维度之间的关系,进而研究广告投入如何影响品牌资产及其维度。本文在对研究假设进行一一验证后,得出的主要研究结论如下: 1、品牌意识/联想、感知质量、感知价值和品牌忠诚这四个维度与品牌资产有较强的正相关关系;2、平面广告投入频度和投入强度对女装品牌资产及其维度有较强的正面影响;3、平面广告投入强度对女装品牌资产的影响要强于平面广告投入频度对女装品牌资产的影响。并在此基础上,指出了本研究所具有的局限性和未来需要研究的问题。
The construction of brand equity is an important part of brand theory. In the competitive market environment, building and managing brand equity is an essential company strategy for achieve superiority and success. In the clothing brand research area, the research which relates about the brand property and between the marketing strategy combination relatively are also few. This paper based on the existing brand equity and advertisement investment theory, combined characteristic of clothing brand, established the model between graphic advertisement investment and female attire brand equity, and put forward relevant assumptions.
This paper based on the consumer angle to exploration the relations of graphic advertisement investment and the female attire brand equity core dimension's, and how the research advertisement invest affects the brand equity with empirical study method and questionnaire and meter research form. After the assumptions certificated one by one, the main conclusions of the study are work out as follows:1.Four dimensions of brand equity, the brand consciousness/association, the sensation quality, the sensation value and the brand loyal, have the strong co relational dependence to the brand equity; 2. The graphic advertisement investment frequency and the investment intensity have the strong positive influence to the female attire brand equity and the dimension of it; 3. The graphic advertisement investment intensity to the female attire brand equity's influence is stronger then graphic advertisement investment frequency to the female attire brand equity’s influence. Based on this, this paper had pointed out the limitation of this research and the future question which needs to study.
本文采用实证研究的方法,以问卷和量表研究的形式,从消费者角度探索平面广告投入和女装品牌资产核心维度之间的关系,进而研究广告投入如何影响品牌资产及其维度。本文在对研究假设进行一一验证后,得出的主要研究结论如下: 1、品牌意识/联想、感知质量、感知价值和品牌忠诚这四个维度与品牌资产有较强的正相关关系;2、平面广告投入频度和投入强度对女装品牌资产及其维度有较强的正面影响;3、平面广告投入强度对女装品牌资产的影响要强于平面广告投入频度对女装品牌资产的影响。并在此基础上,指出了本研究所具有的局限性和未来需要研究的问题。
The construction of brand equity is an important part of brand theory. In the competitive market environment, building and managing brand equity is an essential company strategy for achieve superiority and success. In the clothing brand research area, the research which relates about the brand property and between the marketing strategy combination relatively are also few. This paper based on the existing brand equity and advertisement investment theory, combined characteristic of clothing brand, established the model between graphic advertisement investment and female attire brand equity, and put forward relevant assumptions.
This paper based on the consumer angle to exploration the relations of graphic advertisement investment and the female attire brand equity core dimension's, and how the research advertisement invest affects the brand equity with empirical study method and questionnaire and meter research form. After the assumptions certificated one by one, the main conclusions of the study are work out as follows:1.Four dimensions of brand equity, the brand consciousness/association, the sensation quality, the sensation value and the brand loyal, have the strong co relational dependence to the brand equity; 2. The graphic advertisement investment frequency and the investment intensity have the strong positive influence to the female attire brand equity and the dimension of it; 3. The graphic advertisement investment intensity to the female attire brand equity's influence is stronger then graphic advertisement investment frequency to the female attire brand equity’s influence. Based on this, this paper had pointed out the limitation of this research and the future question which needs to study.
引文
[1] Philip Kotler.营销管理[M] .第10版.梅汝和等译.北京:中国人民大学出版社,2001:485-693 .
[2]陈耀.广告投入、品牌资产与金融市场产出的关系研究[D] .上海:华东师范大学,2007.
[3]罗云平.广告投入影响品牌资产的实证研究[D].长春:吉林大学,2004.
[4]糜丽琼.价格促销对于服装品牌资产的影响.北京:北京服装学院,2006.
[5]杨以雄.服装品牌资产评估方法的应用与研究[J].东华大学学报,2006.
[6]赵平,姜蕾.服装品牌资产研究:理论与案例[M].北京:中国纺织出版社,2008.
[7]Chay,R.F.How marketing researchers can harness the power of brand Equity[J].Journal of Markting Research, 1991,12:30-37.
[8] Kevin Lane Keller .Building customer-based brand equity.[J]Marketing Manafement,2001, 6-8.
[9]屈云波.品牌营销[M].北京.企业管理出版社,1996:34.
[10] Cobb-Walgren, C.J., Ruble C.A. and Donthu N. Brand equity, brand preference and purchase intent [J].Journal of Advertising,1995,3:25-41.
[11]Keller,K.L.Conceptualizing, measuring, and managing customer-based brand equity[J]. Journal of Marketing, January1993:1-22.
[12]范秀成.基于顾客的品牌权益测评的品牌联想结构分析法[J].南开管理评论,2000,6:9-13.
[13]Kevin Lane Keller. Building customer-based brand equity.[J]Marketing Manafement,2001, 14-20.
[14]黄合水.品牌与广告的实证研究[M].北京:北京大学出版社,2006.
[15]沈航.赞助营销影响品牌资产的实证研究[D] .长春:吉林大学,2007.
[16]Aaker,D.A.Measuring brand equity across products and markets[J].California Management Review,1996,6: 15-20.
[17]Keller,K.L.The brand report card[J].Harvard Business Review,2000,1:35-38.
[18] Farquhar,P.H.Managing brand equity[J].Marketing Research,1989,1:24-33.
[19] Oliver,R.L.. Whence customer loyalty[J].Journal of Marketing,1999,3:p33-44.
[20]Martin Fishbein, Icek Ajzen. Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research[M]. Addison-Wesley, 1975
[21]Margaret W. Matlin. Response Competition, Recognition and Affect[J]. Journal of Personality and Social Psychology,1971, 19(3): 295-300
[22]S.A. Ahmed, A. d'Astous, M. El-Adraoui. Country-of-Origin Effects on Purchasing Managers' Product Perceptions[J]. Industrial Marketing Management,1994, 23(4): 323-332.
[23]Chao P. Partitioning country-of-origin effects: consumer evaluations of a Hybrid product[J]. Journal of international business studies 1993,24(1):291-306.
[24]Robert D. Schooler. Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S[J]. Journal of International Business Studies,1971, 2(1): 71-80
[25]W. Thomas Anderson, William H. Cunningham[J].Gauging Foreign Product Promotion Journal of Advertising Research,1972, 12(1): 29-34
[26]Anja Schaefer. Do Demographics Have an Impact on Country of Origin Effects? [J]. Journal of Marketing Management,1997, 13: 813-834
[27]Leisa Reinecke Flynn, Ronald E. Goldsmith. A short, Reliable Measure of Subjective Knowledge[J]. Journal of Business Research,1999, 46(1): 57-66
[28]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报,2000(4):17-22.
[29]江明华,董伟民.价格促销的价格折扣量影响品牌资产的实证研究[J].北京大学学报(哲学社会科学版),2003(40):48-56.
[30] Nora J, Rifon.Congruence effects in sponsorship[J].Journal of Advertising,2004, 33(1):29–421.
[31]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报(社会科学版),2000(4):17-22.
[32]Martin S. Roth, Jean B. Romeo- Matching Product Category and Country Image Perceptions:A Framework for Managing Country-of-Origin Effects[J].Journal of International Business Studies,1992, 23(3): 477-497.
[33]Lee C W, Suh Y G, Moon B J.Product country images: The roles of country-of-origin and country-of-target in consumers' prototype product evaluations[J]. Journal of International Consumer Marketing, 2001, 13(3): 47-62.
[34]Hong S T, Toner J F. Are there gender differences in the use of country-of-origin information in the evaluation of products[J]? Advances in Consumer Research, 1989, 16: 468-476.
[35]Johansson J K.Determinants and effects of the use of‘Made in’labels[J]. International Marketing Review, 1989, 6(I): 47-58.
[36]Cattin P, Jolibert A, Lohnes C. A cross-cultural study of 'Made In' concepts[J]. Journal ofInternational Business Studies, 1982, 13:131-41.
[37]S.A. Ahmed, A. d'Astous, M. El-Adraoui. Country-of-Origin Effects on Purchasing Managers' Product Perceptions[J]. Industrial Marketing Management,1994, 23(4): 323-332.
[38]于春玲,赵平.品牌资产及其测量中的概念解析[J].南开管理评论,2003(1):10-25.
[2]陈耀.广告投入、品牌资产与金融市场产出的关系研究[D] .上海:华东师范大学,2007.
[3]罗云平.广告投入影响品牌资产的实证研究[D].长春:吉林大学,2004.
[4]糜丽琼.价格促销对于服装品牌资产的影响.北京:北京服装学院,2006.
[5]杨以雄.服装品牌资产评估方法的应用与研究[J].东华大学学报,2006.
[6]赵平,姜蕾.服装品牌资产研究:理论与案例[M].北京:中国纺织出版社,2008.
[7]Chay,R.F.How marketing researchers can harness the power of brand Equity[J].Journal of Markting Research, 1991,12:30-37.
[8] Kevin Lane Keller .Building customer-based brand equity.[J]Marketing Manafement,2001, 6-8.
[9]屈云波.品牌营销[M].北京.企业管理出版社,1996:34.
[10] Cobb-Walgren, C.J., Ruble C.A. and Donthu N. Brand equity, brand preference and purchase intent [J].Journal of Advertising,1995,3:25-41.
[11]Keller,K.L.Conceptualizing, measuring, and managing customer-based brand equity[J]. Journal of Marketing, January1993:1-22.
[12]范秀成.基于顾客的品牌权益测评的品牌联想结构分析法[J].南开管理评论,2000,6:9-13.
[13]Kevin Lane Keller. Building customer-based brand equity.[J]Marketing Manafement,2001, 14-20.
[14]黄合水.品牌与广告的实证研究[M].北京:北京大学出版社,2006.
[15]沈航.赞助营销影响品牌资产的实证研究[D] .长春:吉林大学,2007.
[16]Aaker,D.A.Measuring brand equity across products and markets[J].California Management Review,1996,6: 15-20.
[17]Keller,K.L.The brand report card[J].Harvard Business Review,2000,1:35-38.
[18] Farquhar,P.H.Managing brand equity[J].Marketing Research,1989,1:24-33.
[19] Oliver,R.L.. Whence customer loyalty[J].Journal of Marketing,1999,3:p33-44.
[20]Martin Fishbein, Icek Ajzen. Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research[M]. Addison-Wesley, 1975
[21]Margaret W. Matlin. Response Competition, Recognition and Affect[J]. Journal of Personality and Social Psychology,1971, 19(3): 295-300
[22]S.A. Ahmed, A. d'Astous, M. El-Adraoui. Country-of-Origin Effects on Purchasing Managers' Product Perceptions[J]. Industrial Marketing Management,1994, 23(4): 323-332.
[23]Chao P. Partitioning country-of-origin effects: consumer evaluations of a Hybrid product[J]. Journal of international business studies 1993,24(1):291-306.
[24]Robert D. Schooler. Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S[J]. Journal of International Business Studies,1971, 2(1): 71-80
[25]W. Thomas Anderson, William H. Cunningham[J].Gauging Foreign Product Promotion Journal of Advertising Research,1972, 12(1): 29-34
[26]Anja Schaefer. Do Demographics Have an Impact on Country of Origin Effects? [J]. Journal of Marketing Management,1997, 13: 813-834
[27]Leisa Reinecke Flynn, Ronald E. Goldsmith. A short, Reliable Measure of Subjective Knowledge[J]. Journal of Business Research,1999, 46(1): 57-66
[28]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报,2000(4):17-22.
[29]江明华,董伟民.价格促销的价格折扣量影响品牌资产的实证研究[J].北京大学学报(哲学社会科学版),2003(40):48-56.
[30] Nora J, Rifon.Congruence effects in sponsorship[J].Journal of Advertising,2004, 33(1):29–421.
[31]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报(社会科学版),2000(4):17-22.
[32]Martin S. Roth, Jean B. Romeo- Matching Product Category and Country Image Perceptions:A Framework for Managing Country-of-Origin Effects[J].Journal of International Business Studies,1992, 23(3): 477-497.
[33]Lee C W, Suh Y G, Moon B J.Product country images: The roles of country-of-origin and country-of-target in consumers' prototype product evaluations[J]. Journal of International Consumer Marketing, 2001, 13(3): 47-62.
[34]Hong S T, Toner J F. Are there gender differences in the use of country-of-origin information in the evaluation of products[J]? Advances in Consumer Research, 1989, 16: 468-476.
[35]Johansson J K.Determinants and effects of the use of‘Made in’labels[J]. International Marketing Review, 1989, 6(I): 47-58.
[36]Cattin P, Jolibert A, Lohnes C. A cross-cultural study of 'Made In' concepts[J]. Journal ofInternational Business Studies, 1982, 13:131-41.
[37]S.A. Ahmed, A. d'Astous, M. El-Adraoui. Country-of-Origin Effects on Purchasing Managers' Product Perceptions[J]. Industrial Marketing Management,1994, 23(4): 323-332.
[38]于春玲,赵平.品牌资产及其测量中的概念解析[J].南开管理评论,2003(1):10-25.