复杂购买行为模式下的品牌忠诚研究

A Study of Brand Loyalty under the Complex Background of Buying Behavior

迄今为止,品牌忠诚的概念在学术界尚未得到统一。消费市场上的品牌忠诚被区分为态度驱动的忠诚、对品牌的行为忠诚以及低忠诚或无忠诚三种形式。在复杂购买行为模式下,品牌忠诚实际表现为态度驱动的忠诚。根据Oliver的"认知-情感-意动-行为"的分析框架,态度驱动的品牌忠诚本质上是一种心理现象,是顾客产生深度品牌承诺的一个心理过程。其驱动因素可以被归结为四个变量:品牌感知价值、品牌满意、品牌信任以及品牌承诺。在结论部分针对上述理论分析提出相应的营销建议。

There is no universally agreed definition of brand loyalty till today. This article introduces three popular modes of brand loyalty： loyalty driven by attitude; loyalty of behaviour towards the brand; weak loyalty or no loyalty. The brand loyalty under the pattern of complex buying behavior is in accord with the loyalty driven by attitudes. According to Oliver＇s framework of the four stages of loyalty that is ＂ Cognitive-Affective-Conative-Action＂, we think the loyalty driven by attitude is a psychological process of a deeply commitment to brand, the driven factors can be summed up as four varieties： perceived brand value; brand satisfaction; brand trust and brand commitment. The findings provide theoretical guidance for marketing practices.