消费者品牌忠诚的影响_基于品牌信任和品牌象征价值的实证研究

20083223(99):2007-09-18:(1963-),,,,;(1981-),,,,,(,410083):,,:;;;:F27314;F713155:A:1001-8409(2008)03-0063-05BrandExtension’simpactonConsumer’sBrandLoyaltyTheEmpiricalResearchBasedonBrandTrustandBrandSymbolicValueGONGYan2ping,FANShu2li(CentralSouthUniversity,ChangSha410083)Abstract:Thispaperstudiesbrandextension’impacttobrandtrust,brandsymbolicvalueandbrandloyaltywhenthefitishighandlowrespectively.Theempiricalresultsshowthatthenegativeimpactdoesexits,especiallythelowfit’sbrandextensions.Asthemediatorvariables,brandtrustandbrandsymbolicvalue,affecttherelationshipbetweenbrandextensionandbrandloyalty,whichistestedwithStructuralEquationModel.Keywords:brandextension;brandtrust;brandsymbolicvalue;brandloyalty,,,,,,,,:;,EvaMartinez&Jose[1]Loken&John,,[2],20,,,,,;,()(brandextension),(fit)[3]Aaker&Keller,(complement)(substitute)(transfer),3620083223(99);;,,,[4]Bhat&Reddy:(productcategoryfit)(brandimagefit),;[5](),,[6]Spekman,[7],Del2gado.Ballester&Munuera.Aleman,;:(reliability)(intentions),;(welfare),,[8]Chaudhuri&Holbrook[9]:,[10](),,Thomas&Matthew,,,,[11],;,,[12],,[13]:,,,,,()brandloyalty,brandcommitment,,,,Dick&Basu,[14][15]Oliver,,[16]Swaminathan,,;,[17],,,,EvaMartinez&Jose,;,;,[1],Tsai,[18],,[9],,,,,,,,;,,,,,,,,,:H1:,H2:,H3:4620083223(99),H4:H5:,,1()4:,Aaker&Keller(1990)Sober&Reddy(2001);Chaudhuri&Holbrook(2002)(2005);SubodhBhat(1998)S1Tsai(2005);DelgadoBallester,MunueraAleman,YagueGuillen(2003)Oh(1999)()1,NOKIAIBM,,NOKIA;IBMNOKIA,NOKIA;IBM,IBM2,Cronbach’s01897,T,NOKIANOKIAIBMIBM,NOKIAIBM,NOKIAIBM()3,7,NOKIAIBM;(1)NOKIA,NOKIA;IBM,IBM(2)NOKIA,NOKIA;IBM,IBM,,480,359,75%,126:NOKIA126,IBM97(,NOKIA,IBM,IBM,NOKIAIBM,,),[19],223(126+97)1119:NOKIA119,IBM98;2114:NOKIA114,IBM96,215(119+96),212(98+114),,(),650AMOS610SPSS1115Cronbach’s(ConstructReliability,CR),Cronbach’s017,CR016,,,AMOS610,1,Cronbach’sCR018,3017(P01000),AVE015,AVE2,AVE,1Cronbach’sCRAVE0189001866015630183601836015600186501906016585620083223(99)2AVE017500147901748014320147301811:AVE,()T,H1H3T34113416915411323412493413237319547319888T317651187021794P(2-tailed)01000105010620105010050105,;214416915411323412493313038312134312557T14197591817101543P(2-tailed)010001050100010501000105,,,,H1H3,H2()H5,,,,2Amos710,5,,352/dfRMRGFIAGFINFICFIRMSEA116601045019730196201973019890103234p=01001,0138,H46620083223(99),,,,,(r=01412)(r=0118)66011800141201129011940108901592,(4),734,,,,01590118,572/dfGFIAGFIRMSEACFINFI113350198901976010280199601983,,,,;,;,,,,,,,,,:11,,,,,,2.,,,,3.,,,,,,,,,,,,,,,:[1]EvaMartinea,JoseMP.TheNegativeImpactofBrandExtensionsonParentBrandImage[J].TheJournalofProductandBrandManage2ment,2003,12(6/7):432-448.[2]LokenB,JohnDeborahRoedder.DilutingBrandBeliefs:WhendoBrandExtensionshaveaNegativeImpact[J].JournalofMarketing,1993,57(3):71-84.[3]Tauber,EM.BrandLeverage:StrategyforGrowthinaCost-controlWorld[J].JournalofAdvertisingResearch,1988,28:26-30.[4]AakerDA,KellerKL.ConsumerEvaluationsofBrandExtensions[J].JournalofMarketing,1990,54(1):27-41.[5]SobodhBhat,SrinivasKReddy.TheImpactofParentBrandAttrib2uteAssociationsandAffectonBrandExtension[J].JournalofBusi2nessResearch,2001,53:111-122.[6]HiscockJ.MostTrustedBrands[J].Marketing,2001,3(1):32-33.[7]SpekmanRE.StrategicSupplierSelection:UnderstandingLong-TermRelationships[J].BusinessHorizons,1998,31(2):75-81.[8]ElenaDelgado-Ballester,JoseLuisMunuera-Aleman.DoesBrandTrustMattertoBrandEquity?[J].TheJournalofProductandBrandManagement,2005,14(2/3):187-196.[9]ChaudhuriA,HolbrookMB.Product-ClassEffectsonBrandCom2mitmentandBrandOutcomes:TheRoleofBrandTrustandBrandAffect[J].JournalofBrandManagement,2002,10(1):33-58.[10],,.[J].,2006,9(5):28-35.(72)7620083223(99),,,,,,,110119,(),,[10]:xi=dQdxixiQ(i=1,2,,n)(2)xixi0,,Q,xi;xi0,,Q,,,(3),xi0,max{xi}|xi1xi,,,;max{xi}|0xi1xi,,;,xi0,5,,,,;;,,,:[1]GwyndafWilliams,StuartBatho,LynneRussell1RespondingtoUr2banCrisis-TheEmergencyPlanningResponsetotheBombingofManchesterCityCentre[J]1Cities,2000,17(4):293-304.[2]ElorantaE,LehtonenA,TanskanenK.Fast,FlexileandCoopera2tiveSupplyChains-KeyIssuesfortheSurvivalofEuropeanIndus2try[J].ProductionPlanningandControl,1995,6(3):238-243.[3].[J].,2007(5):63-68.[4],.[J].,2004,30(4):85-86.[5].[J].,2005,6(2):6-8.[6],.[J].,2003,3(5):62-69.[7],,.-[J].,1998,1(1):22-25.[8],.[J].,1995,(1):33-34.[9],.[J].,2005,15(3):21-25.[10].[J].,2001,10(1):71-74.(:)(67)[11]ThomasTanTW,MatthewChuaHM.LeveragingonSymbolicVal2ueandMeaningsinBranding[J].JournalofBrandManagement,2003,10(3):208-218.[12].[J].,2006,2:115-119.[13]BelkRW.PossessionsandtheExtendedSelf[J].JournalofCon2sumerResearch,1988,15:139-168.[14]DickAS,BasuK.CustomerLoyalty:TowardanIntegratedConcep2tualFramework[J].JournaloftheAcademyofMarketingScience,1994,22:99-113.[15],.:[J].,2004,7(5):84-90.[16]Oliver,RichardL.WhenceConsumerLoyalty[J].JournalofMar2keting,1999,63(4):33-34.[17]VanithaSwaminathan,RichardJF,ReddySK.TheImpactofBrandExtensionIntroductiononChoice[J].JournalofMarketing,2001,65(4):1-15.[18]Shu-peiTsai.Utility,CulturalSymbolismandEmotion:ACom2prehensiveModelofBrandPurchaseValue[J].InternationalJour2na