零售商品牌资产影响因素及其作用机制的实证研究

An Empirical Study on the Influencing Factors and Operation Mechanism of Retailer Brand Equity

零售商品牌资产建设是决定零售企业规模化和持续化发展的一项战略议题,对零售企业长期竞争优势的建立有重要意义。本文从顾客视角出发,构建了零售商品牌资产影响因素及其作用机制研究模型。通过对济南和南昌两地百货商店和超级市场的消费者进行调研发现,商店形象属性通过顾客情绪、感知价值、顾客满意和顾客信任的作用对零售商品牌资产产生影响。其中,商店形象属性对顾客情绪的影响在不同的零售业态和地区表现出了一定的差异性。研究结论对零售企业品牌管理实践有重要启示作用。

Building retailer brand equity is a strategic issue to determine the scale and sustainable development of retailer enterprise,which is of great significance to the long-term competitive advantage in retail business.This paper builds a research model on the influencing factors and operation mechanism of retailer brand equity from customer＇s perspective.The authors have made a survey in Jinan,Shandong and Nanchang,Jiangxi,and use the consumers of department stores and supermarkets as samples.The study finds that store image attributes have a positive effect on retailer brand equity through customer emotion,perceived value,customer satisfaction and customer trust.Store image attributes have different effect on customer emotion in different retail formats and areas.These research conclusions have important implications for the brand management practice in retail enterprises.