摘要
本文以关系质量理论为基础,按照品牌关系的形成—品牌关系质量—品牌关系绩效的研究框架,构建了一个消费者品牌关系模型。用手机购买和手机卡选择代表制造业和服务业,以及品牌竞争程度和品牌转换障碍的不同情境,并利用来自同一样本的手机购买和手机卡选择的两组调查数据,分别对这个模型进行了实证。研究结果表明,制造业和服务业之间品牌关系的基本结构相同,但品牌关系的作用机制存在明显的差异。研究结果的启示方面,提示管理实践中应当正确处理交易营销与关系营销的关系,以及要根据服务业消费的特点获取有效的竞争优势。
This paper constructs a consumer brand relationship model, based on relationship quality theory and a framework of the formation of brand relationship, brand relationship quality and brand relationship performance. In the study, a questionnaire is used to collect data, in which the purchase of mobile phones stands for manufacture, and the choice of mobile phone cards stands for service industry. Brand competition and brand shift obstacles are analyzed. The study suggests that the basic structures of brand relationships in manufacture and service are the same, while the striking differences of brand relationship functioning mechanism in manufacture and service industry are displayed. The major implications of this study are that managements should properly deal with trade marketing and relationship marketing, and that the service industry should earn competition advantages by analyzing the characteristics of the consumption in service.
出处
《经济管理》
CSSCI
北大核心
2011年第7期89-99,共11页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"基于印象形成理论的品牌印象管理研究"(70971058)
关键词
品牌关系
品牌形象
品牌属性
转换成本
关系绩效
brand relationship
brand image
brand function
brand shift cost
relationship performance
