基于顾客心智模型的营销组合策略对中国林果干品牌品牌资产提升的影响

Q1 Arts and Humanities ABAC Journal Pub Date : 2023-10-06 DOI:10.59865/abacj.2023.53
Yue Huang, Chanchai Bunchapattanasakda
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引用次数: 1

摘要

本研究旨在研究1)营销组合策略对中国林果干果品牌品牌资产提升(品牌忠诚)的影响,2)品牌效用在营销组合与品牌资产提升(品牌意识、品牌联想、感知质量和感知价值)之间的关系中起中介作用,以及3)品牌资产维度对消费者支付溢价意愿的影响。本研究采用定量方法,利用在线问卷调查的方式,对购买了三个知名品牌林果干果产品的中国消费者进行了调查:三只松鼠、Be &Cheery, qiqiia和Bestore。采用滚雪球抽样法收集480名消费者的反馈,并采用结构方程模型(SEM)对数据进行分析。结果显示,产品、促销和地点对品牌效用和品牌资产维度均有正向影响。特别是,产品和地点被发现有相当大的相关性与品牌资产增强在森林干果的背景下。研究还发现,品牌效用对品牌价值维度和品牌忠诚都有正向影响,并在营销组合(产品、地点)与品牌忠诚之间起中介作用。最后,研究证实,品牌资产维度和品牌资产提升都对消费者支付溢价的意愿有正向影响。
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Influence of Marketing Mix Strategy on Brand Equity Enhancement of Chinese Dried Forest Fruit Brands Based on Customer Mind Model
This research aimed to study 1) the influence of a marketing mix strategy on brand equity enhancement (brand loyalty) among Chinese dried forest fruit brands, 2) brand utility as a mediator of the relationship between the marketing mix and brand equity enhancement (brand awareness, brand association, perceived quality and perceived value), and 3) the effect of brand equity dimensions on the willingness of customers to pay a price premium. The study employed a quantitative approach utilizing online questionnaires to survey Chinese consumers who purchased dried forest fruit products from four well-known brands: Three Squirrels, Be & Cheery, Qiaqia, and Bestore. A snowball sampling method was utilized to gather responses from a sample of 480 consumers, with Structural Equation Modeling (SEM) being employed to analyze the data. The results showed that product, promotion, and place had positive impacts on both brand utility and brand equity dimensions. In particular, product and place were found to have a considerable correlation with brand equity enhancement in the context of dried forest fruits. The research also revealed that brand utility positively impacts both brand value dimensions and brand loyalty, serving as an intermediary for the association between the marketing mix (product, place) and brand loyalty. Finally, the study confirmed that both brand equity dimensions and brand equity enhancement positively influence customers’ willingness to pay a price premium.
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来源期刊
ABAC Journal
ABAC Journal Arts and Humanities-Literature and Literary Theory
CiteScore
2.20
自引率
0.00%
发文量
54
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