【摘要】： 品牌關系是將關系營銷理論嵌入品牌背景而形成的較前沿品牌理論研究領域,顧客購后行為對企業(yè)留住顧客、培育忠誠顧客有巨大的價值,而良好的品牌關系又有助于留住忠誠的顧客、減少顧客抱怨等,因此,研究品牌關系與顧客購后行為的關系對企業(yè)營銷就顯得尤為重要。本文在總結(jié)前人研究的基礎上,將顧客購后行為分為積極購后行為和消極購后行為,并以手機品牌為例,采用實證的研究方法來探討品牌關系型態(tài)、品牌關系質(zhì)量對積極購后行為和消極購后行為的影響機制,并驗證品牌關系質(zhì)量的中介作用。研究結(jié)果表明:情感型關系對品牌關系質(zhì)量有顯著正向影響,工具型關系對品牌關系質(zhì)量影響不顯著,品牌關系質(zhì)量對積極和消極購后行為有顯著影響,工具型關系對積極和消極購后行為有直接的顯著影響,情感型關系通過品牌關系質(zhì)量間接影響積極和消極購后行為。因為顧客對品牌有好感,并不代表會長期持續(xù)的重復購買,顧客購后行為是高質(zhì)量關系的后果。企業(yè)應盡量使品牌能展現(xiàn)出消費者的形象品位,表達其個性的訴求,更好的把握品牌關系對顧客購后行為影響方向、水平及方式,把培養(yǎng)品牌關系當作是企業(yè)有效提高經(jīng)營效益,改善營銷策略針對性的重要手段,實現(xiàn)雙方的互利共贏。
[Abstract]:Brand relationship is the research field of brand theory which is formed by embedding the relationship marketing theory into the brand background. The behavior of customer after purchase has great value for enterprises to retain customers and cultivate loyal customers. Good brand relationship can help to keep loyal customers and reduce customer complaints. Therefore, it is very important to study the relationship between brand relationship and customer behavior after purchase. On the basis of summarizing the previous studies, this paper divides the post-purchase behavior of customers into positive post-purchase behavior and negative post-purchase behavior. Taking the mobile phone brand as an example, this paper uses empirical research methods to explore the brand relationship type. The influence mechanism of brand relationship quality on positive post-purchase behavior and negative post-purchase behavior, and to verify the intermediary role of brand relationship quality. The results show that affective relationship has a significant positive effect on brand relationship quality, instrumental relationship has no significant effect on brand relationship quality, and brand relationship quality has significant influence on positive and negative post-purchase behavior. Instrumental relationship has a direct and significant effect on positive and negative post-purchase behavior, while affective relationship indirectly affects positive and negative post-purchase behavior through brand relationship quality. Because customers have a good impression on the brand, it does not mean that they will continue to buy repeatedly for a long time. The behavior of customers after purchase is the consequence of high quality relationship. The enterprise should try its best to make the brand show the consumer's image grade, express its individuality demand, better grasp the influence direction, level and way of the brand relation to the customer's behavior after purchase. The cultivation of brand relationship is regarded as an important means for enterprises to effectively improve their operating efficiency and improve the pertinence of marketing strategies in order to achieve mutual benefit and win-win situation.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F273.2

【引證文獻】

相關碩士學位論文 前3條

1 王倩;品牌聯(lián)合對品牌關系質(zhì)量影響的實證研究[D];吉林大學;2012年

2 陸艷梅;公司社會責任感和服務品牌：品牌認同的中介作用以及品牌關系的調(diào)節(jié)作用研究[D];湖南師范大學;2012年

3 尚大吉;明星代言人丑聞如何影響消費者態(tài)度？[D];華中農(nóng)業(yè)大學;2012年

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本文編號：2172891