产品品牌重塑后会发生什么:了解品牌依恋、品牌独特性和消费者态度对品牌忠诚度的相互关系效应

Isaac Mensah, Yaw Brew
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引用次数: 0

摘要

产品重塑品牌越来越受欢迎,但品牌经理对其对品牌忠诚度(BL)的影响持怀疑态度。鉴于这一主题的实证文献有限,本研究考察了品牌依恋(BA)、品牌独特性(BD)和消费者对产品重塑的态度(CA)对品牌忠诚度(BL)的相互关系影响。设计/方法/方法本研究采用定量调查设计,采用问卷调查的方式,对349名饮用更名水、酒精饮料和非酒精饮料的消费者进行数据收集。采用结构方程模型对数据进行分析。本研究将心理学理论融入品牌管理研究,提出并检验一个整体模型。研究发现,品牌行为对产品品牌再造行为的影响显著,品牌行为对产品品牌再造行为的影响充分中介了品牌行为对品牌行为的影响,而品牌行为对品牌行为的影响显著,并进一步调节了品牌行为对品牌行为的影响。概念清晰度和理解重塑特定品牌元素如何影响与品牌有情感联系的消费者的态度和BL。本文对产品品牌重塑对CA、BD和BL的影响提供了实际的见解。它为品牌经理提供了一个全面的指导,告诉他们如何利用他们对消费者的独特了解来创造独特的品牌,以及与品牌的情感、激情和联系。
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What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty
Purpose Product rebranding is increasingly popular, but brand managers are sceptical about its implications on brand loyalty (BL). Given the limited empirical literature on the subject, this study examines the interrelational effect of brand attachment (BA), brand distinctiveness (BD) and consumer attitudes (CA) towards product rebranding on brand loyalty (BL). Design/methodology/approach The study adopted the quantitative survey design and used questionnaire to gather data from 349 consumers of rebranded water, alcoholic and non-alcoholic beverages. Structural equation modelling was used to analyse the data. This study integrates psychology theories into brand management research to propose and test a holistic model. Findings The study found a significant effect of BA on CA toward product rebranding, and CA toward product rebranding fully mediates the relationship between BA and BL. Furthermore, BD has a significant effect on BL, and further moderates the relationship between BA and BL. Originality/value This study offers a fresh theoretical foundation, conceptual clarity and understanding of how rebranding specific brand elements affect the attitudes and BL of consumers who are emotionally connected to a brand. This paper offers practical insights into the implication of product rebranding on CA, BD and BL. It reveals a holistic guidance to brand managers on how to use their unique knowledge about their consumers to create distinctive brands and emotional affection, passion and connections to their brands.
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来源期刊
CiteScore
3.20
自引率
7.70%
发文量
41
期刊介绍: African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.
期刊最新文献
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