经销商忠诚与品牌忠诚:联合还是分裂?

IF 0.7 Journal of Marketing Channels Pub Date : 2020-10-01 DOI:10.1080/1046669x.2020.1844839

Gary R. Holmes, Charles E. Pettijohn, Subhro Mitra

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引用次数: 5

摘要

摘要本研究旨在揭示经销商忠诚度与品牌忠诚度之间的关系。本研究提出的研究问题是：经销商忠诚度和品牌忠诚度对消费者品牌转换意愿有什么影响？消费者是更忠于经销商还是更忠于他们在经销商处购买的实际品牌？位于美国中西部的一家汽车经销集团允许研究人员对其客户进行调查。这项研究的结果表明，消费者的品牌忠诚度越高，更换品牌的可能性就越低。消费者对经销商的忠诚度越高，更换品牌的可能性就越高。品牌忠诚度似乎比经销商忠诚度更重要。品牌忠诚度和经销商忠诚度在更换品牌的可能性较低时是互补的，而在更换品牌可能性中等至较高时则不那么互补。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Dealer loyalty and brand loyalty: United or divided?

Abstract This study is an effort to shed light on the relationship between dealership loyalty and brand loyalty. The research questions posed in this study: What effect do dealership loyalty and brand loyalty have on consumer’s intention to switch brands? Are consumers more loyal to the dealer or to the actual brand they purchase at the dealership? An automotive dealership group located in the Midwestern US allowed the researchers to survey its customers. Findings of this study demonstrated the higher the brand loyalty of the consumer, the lower the likelihood to switch brands. The higher the dealership loyalty of the consumer the higher the likelihood to switch brands. Brand loyalty appears to be more important than dealer loyalty. Brand loyalty and dealer loyalty are complementary at lower levels of likelihood to switch brands and are less complementary at medium to high levels of likelihood to switch brands.

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Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.