品牌拥护的概念架构研究

@126.com1.[1-3]2.[4][1,5,6]BlackstonMax2000[7]2.1BillDoyle2004[8][9][10,11]UrbanGlenL.2005[10]31/232.2DonE.Schultz200025%35%[12]BrianHadfieldBrianHadfield[13]WraggTim[1]/2.3(Anderson)[3]LawerChris[9][14]ROI41111BtoBCross&Smith[15]Urban&GlenL.[10]2.4JohnMartin[14]buzzJohnMartin[6]1.2.3.1.2.3.[16][17][18]DonE.Schultz2000[12]1.2.3.4.5.WraggTim2004[1]1.2.3.4.HarleyDavidsonAppleGoogleWraggTimHa[19,20]5.1156339366125.21271740038061.6%38.4%28.84087.9%43.4%56.6%380SPSS11.5LISREL8.545.31272.665.241.612.170.5Nunally1978[21]5.1Q2Q720.5[22]Q2Q7EFAQ6Q11Q1235.278.44%*Q3.82Q4.85Q5.79Q6.61Q7.40*Q8.69Q9.79Q10.77Q11.76Q12.7012AlphaQ3.855.848Q4.832.811Q1.671.795Q5.772.731.903Q8.768.840Q10.745.799Q9.827.743.8515.4EFA7SPSS11.55.22Cronbachalpha0.900.850.7[23]5.20.5[24][25]0.756LISREL8.545.35.30.5TNomologicalValidity3[1]AndersonE..Customersatisfactionandwordofmouth.JournalofServiceResearch,1998,1(1),5-17.[2]RanaweeraChatura,PrabhuJaideep.Ontherelativeimportanceofcustomersatisfactionandtrustasdeterminantsofcustomerretentionandpositivewordofmouth.JournalofTargeting,Measurement&AnalysisforMarketing,Sep2003,v.12.[s.l.]:82-90.[3]FullertonGordon.TheImpactofBrandCommitmentonLoyaltytoRetailServiceBrands.CanadianJournalofAdministrativeSciences,Jun2005,v.22.[s.2.]:97-110.[4]WraggTim.NurturingBrandAdvocatesBrandStrategy,Nov200418736-37.[5]Harrison-Walker,J.Themeasurementofword-ofmouthcommunicationandaninvestigationofservicequalityandcustomercommitmentaspotentialantecedents.JournalofServiceResearch,4(l),2001,60-75.[6]Fullerton,G.&Taylor,S.Mediating,interactiveandnon-lineareffectsinservicequalityandsatisfactionwithservicesresearch.CanadianJournalofAdministrativeSciences,19(2),2002,124-136.[7]BlackstonMax.OBSERVATIONS:BUILDINGBRANDEQUITYBYMANAGINGTHEBRAND'SRELATIONSHIPS.JournalofAdvertisingResearch,Nov/Dec2000,v.40,[s.6]:101-105.[8]DoyleBill,RonShevlin,TomWatson.WhatSatisfiesFinancialServicesConsumers.Thisisthefirstdocument“CustomerAdvocacy”series.June2,2004.[9]LawerChris.Buildingtrustandrelationshipsthroughcustomeradvocacy.AnOMCGroupwhitepaper,2005.[10]UrbanGlenL..CustomerAdvocacy:ANewErainMarketing?JournalofPublicPolicy&Marketing,Spring2005,v.24.[s.1.]:155-159.[11]UrbanGlenL..TheEmergingEraofCustomerAdvocacy.MITSloanManagementReview.Winter2004,Vol.45(2).[12]DonE.Schultz.Valuingabrand’sadvocates.MarketingManagement.Winter2000:8-9.[13]GarrettAlexander.ServiceExcellenceAwards2004.ManagementToday.Supplement.Preceding,2004:1-1.[14]JohnMartin.HarnessingandLeveragingthePowerofReferrals:IncreaseSalesandImproveyourMarketingROIthroughCustomerAdvocacy.SecondAnnualSymposiumatBentleyTheme:CustomerAdvocacy,2005.[15],.:.,2003(02):4-9.[16]EtzelMichaelJ.,SilvermanBernardI..AManagerialPerspectiveonDirectionsforRetailCustomerDissatisfactionResearch.JournalofRetailing,Fall1981,v.57,[s.3.]:124-136.[17].(2.:,2004.[18]R..5.:,2003.6.[19]ChurchillG.A.AParadigmfordevelopingbettermeasuresofmarketingconstructs.JournalofMarketingResearch,1979:64-73.[20]PaulJ.Peter.Constructvalidity:Areviewofbasicissuesandmarketingpractices.JournalofMarketingResearch,1981:133-145.[21]Nunally,J.(1978),Psychometrictheory,2ndEdition,NY:McGraw-Hill.from245.[22]Zaichkowsky,JudithLynne(1985),Measuringtheinvolvementconstruct,JournalofConsumerResearch,12(December),341-352.[23]Churchill,G.A.(1979)AParadigmfordevelopingbettermeasuresofmarketingconstructs.JournalofMarketingResearch,16(February),pp.64–73.[24]Fornell,C.&Larcker,D.F.(1981)Evaluatingstructuralequationmodelswithunobservablevariablesandmeasurementerror.JournalofMarketingResearch,27(February),pp.39–50.[25].:().:,2005.ThestudiesontheconceptofbrandsadvocacyFangfangHAO,YufangJIN,DahaiDONGSchoolofManagement,DalianUniversityofTechnology,Dalian,PRC,116024AbstractAdvocacyismarketing'snewbuzzword.Increasingly,researchersarepayingattentiontocustomeradvocacyasanimportantvariableinrelationshipmarketing.Butfewpeoplestudytheconceptofadvocacywhichisbaseandimportant.Inempiricalresearchmethod,conceptanditsmeasurementarethebasementofresearch.Accordingtoliteratureandresultsofsurvey,thepaperthinksthatadvocacyisasupportingattitudeofcustomerstooneorseveralbrandsamongallthebrands.Thepaperdevelopsscaleforconceptofbrandadvocacybyfactoranalysis,correlationanalysis,reliabilityanalysis,varianceanalysisandregressionanalysis.Theauthorcheckupthescaleandtheresultshowthatitisreliableandeffective.Keywords:BrandAdvocacyScale