【摘要】 随着全球经济一体化程度的不断提高,产品同质化日益严重,关系营销成为企业竞争制胜的法宝,消费者与品牌的关系逐渐引起学术界和企业界的关注,这种关注源于关系营销理论在企业运营过程中的广泛运用以及企业界对关系利益存在的认可。企业只有成功地向目标顾客传递卓越的关系利益,才能使消费者愿意维持与品牌的长期关系。将关系利益理论引入品牌关系的研究,以大众消费品牌为研究背景,在社会交换理论的基础上运用结构方程模型深入探讨关系利益的影响因素和产出结果。基于消费者-品牌关系的关系利益必然会受到消费者和品牌个性特征的影响,从品牌形象和消费者心理特质出发,分析影响消费者对关系利益感知的关键因素,并将品牌依恋作为研究模型的结果变量。在回顾和梳理品牌关系、关系利益研究的基础上,融合社会学、消费者心理学等学科的理论,识别出消费者与品牌关系中存在信任利益、情感利益、身份象征利益和自我表达利益4个维度。通过定量分析发现,品牌形象(品牌声誉和品牌个性)对基于消费者品牌关系的关系利益有积极的显著影响,与品牌声誉相比,品牌个性对关系利益各维度的影响更为明显;关系利益对品牌依恋也表现出积极的显著影响,尤其是感知到的自我表达利益影响最为显著;消费者心理特质(社会归属感)在品牌声誉对关系利益的影响中起显著的调节作用,但对品牌个性与关系利益的调节作用却不显著。研究结果为企业的品牌管理和关系营销实践提供理论指导,丰富和发展了关系营销和品牌关系理论。消费者能够从长期的品牌关系中获得核心产品或服务以外的关系利益,这些利益会使消费者继续维持与品牌的紧密关系,它为消费者转换品牌树立了一道无形的障碍,因此企业在品牌管理过程中应注重关系利益的重要性,并充分考虑消费者的心理特质,针对目标顾客的不同需要设计品牌形象以及品牌产品和服务。更多还原

【Abstract】 With the development of economic globalization and the increased product homogeneity and demand diversity,relationship marketing is the key to long-term success in the fierce market competition,so customer-brand relationship has gradually aroused the interest and concern of researchers and practitioners. The enterprises could retain customer in the brand relationship through delivering superior relationship benefits successfully. In the context of popular consumer brands,this paper introducesrelationship benefits to the brand relationship research. Then,based on the social exchange theory,the paper explores the antecedences and outcomes of relationship benefits in depth by the structural equation model. Relationship benefits based on customer-brand relationship is bound to be affected by the traits of customer and brand. After considering brand images and customer psychological traits,this paper finds the key factors that impact on the relationship benefits perceived by customer,and covers brand attachment as a result variable.Based on the review of domestic and foreign existing research on brand relationship theory and relationship benefits,the paper uses sociology,customer psychology and other disciplines to identify four dimensions of relationship benefits in customer-brand relationship,including confidence benefits,emotional benefits,identity-symbol benefits and self-expression benefits. Through quantitative analysis,this study finds that brand images and customer psychological traits have the significant impact on customer’s perceived relationship benefits. Brand images,namely brand reputation and brand personality,have a positive significant effect on relationship benefits based on customer-brand relationship,and the influence of brand personality on relationship benefits is more obvious compared to brand reputation. And relationship benefits also show a positive significant impact on brand attachment,especially perceived self-expression benefits. In addition,customer psychological characteristic plays a significant moderating role in the impact of brand reputation on relationship benefits,but the moderating effect between the relationship of brand personality and relationship benefits is not significant.On the basis of brand relationship theory and relationship benefits theory,the manuscript provides theoretical guidance for brand management and relationship marketing,and enriched the theory of relationship marketing and brand relationship. Customer can perceive the relationship benefits in addition to the core interests of product or service from the long-term brand relationship,which set up an invisible barrier of switching to other brands,thus facilitating customer to continue to maintain the close relationship between the brand and its customer. Therefore,enterprises should pay attention to the importance of brand relationship benefits in the brand management process. In addition,the results also confirm that customer’s psychological traits have a significant moderating effect on the perception of relationship benefits,so enterprises should fully consider the psychological characteristics of customer in the process of brand management,and design the brand image and products or service according to the different needs of target customer.更多还原