摘要
本文将委托-代理理论和关系营销理论相结合发展了一个顾客-品牌关系形成过程的概念化模型以探讨品牌忠诚的生成机理。根据逆向选择和道德风险的委托代理问题,品牌信号和品牌溢价可以作为解决上述问题的策略。然而,上述策略本身并没有减轻消费者对品牌所提供利益的不确定性和对企业采取机会主义的担心。因此,文章认为顾客对品牌的信任机制才是减少不确定性和机会主义的核心构件。
The article developed a conceptional model to explain how the customer-brand relationships were formed based on Entrust - agency theory and Relationship-Marketing theory. Applying the way of overcoming adverse selection problem and moral hazard , brand signals and brand price premiums can solve these problems in some degree, but theses strategies may not alleviate customer＇s worries of uncertainty of their benefits and probability of corporate taking opportunism. So, the authors propose the brand trust mechanism is the key component to overcome adverse selection problem and moral hazard.
出处
《上海管理科学》
2007年第3期20-23,共4页
Shanghai Management Science
关键词
品牌忠诚
逆向选择
道德风险
品牌信任
Customer loyalty
Adverse selection problem
Moral hazard
Brand trust
