品牌关系驱动因素研究——以年轻人样本为例

The Exploratory Study on Driving Factors of Brand Relationships——The Sample of Young People

基于既有工具关系、既有情感关系、交往工具关系和交往情感关系4类品牌关系型态,开发了4个分量表;以年轻人为样本,分别利用探索性因子和验证性因子分析提炼了每种品牌关系型态的驱动因素。结果表明:既有工具关系由群体压力、条件限制和节约限制3个因子驱动;既有情感关系由公司声誉、地理认同、权威认可和口碑信任4个因子驱动;交往工具关系由成本价格、品牌同质和尝试新品3个因子驱动;交往情感关系由品牌内涵、员工服务、营销推广、外观设计、产品价值和品牌要素6个因子驱动。最后讨论了结论的营销应用与研究局限性。

In consideration of four brand relationship types, which include assumed instrumental relationship, assumed emotional relationship, exchanged instrumental relationship and exchanged emotional relationship, four secondary scales are exploited correspondingly. Young people are chosen as sample because it is an exploratory study. Exploratory Factor Analysis and Confirmatory Factor Analysis are used in turn to abstract the driving factors of every brand relationship type. The conclusion is that the assumed instrumental relationship is driven by three factors which are community pressure, condition restriction and saving restriction; the assumed emotional relationship is driven by four factors which are company reputation, geographical approval, authority approval and word of mouth; the exchanged instrumental relationship is driven by three factors which are cost, brand homogeneity and attempt to new products; the exchanged emotional relationship is driven by six factors which are brand meaning, service, marketing promotion, appearance design, product value and brand element. The application in marketing and limitations of the conclusion are discussed in the end.