中外日用品品牌关系质量对顾客购买行为的影响——基于产品危机情境的研究

The Impacts of Domestic and Foreign Commodity's BRQ on Customer Purchase——An Research on Product Crisis

本文以日用品产品危机为研究情景,以品牌关系质量作为衡量品牌关系性质的重要变量,进而探讨品牌关系质量对消费者购买行为的影响,同时进行中外品牌的比较。研究发现,在危机情境下,品牌关系是影响消费者购买行为的一个重要心理变量,对顾客满意与购后行为倾向有强烈的正向影响;国外品牌与国产品牌相比,明显地具有更高的"社会价值表达"、"自我概念联结"及"相互依赖"评价,其中"社会价值表达"对顾客满意具有最大的影响力;而在"承诺"、"真有与应有之情"及"信任"三个构面,国产品牌较国外品牌具有显著优势。结论在很大程度上解释了目前多数情况下,中国消费者仍推崇国外品牌的原因。同时,本文对本土企业如何在危机情境下提升品牌竞争力提出了管理建议。

After the relationship marketing paradigm was introduced into the brand marketing theory, brand relationship, as a frontier research, has caught the related scholars＇ attention quickly. However, there has been little research on the relationship between BR and Customer Purchase, especially in crisis environment. Based on Prod- uct Crisis Circumstances, this paper researches the influence of BR on Customer Purchase, as BRQ is a main construct to measure the nature of BQ. In addition, this study find out the differences between local and foreign brands. It hopes that the results can supply useful experience for mainland brand of china.