消费者品牌钟爱与品牌忠诚:以品牌敏感为中介

Consumers' Brand Love and Brand Loyalty:The Mediating Effect of Brand Sensitivity

文章通过文献研究和访谈提炼消费者品牌钟爱的维度,在品牌钟爱对品牌忠诚总体性直接作用研究的基础上,进一步探索品牌钟爱与品牌忠诚的维度间关系,同时引入品牌敏感作为中介变量,构建了包含品牌钟爱对品牌忠诚直接作用与间接作用的关系模型。基于消费者运动鞋品牌的实证研究发现:品牌钟爱包含品牌满意与信任、品牌激情、品牌依恋三个维度;品牌激情对品牌行为忠诚有直接的正向作用,品牌依恋对品牌行为忠诚和品牌态度忠诚均有直接的正向作用;品牌满意与信任、品牌依恋对品牌敏感均有正向作用,并以品牌敏感为中介,对品牌行为忠诚和品牌态度忠诚产生间接的正向作用。

This paper refines dimensions of consumers＇ brand love through literature review and interview, further seeks the relationship between dimensions of brand love and brand loyalty based on research of brand love＇s overall direct effect on brand loyalty, takes mediating effect of brand sensitivity into account and proposes a relationship model containing direct and indirect effect of brand love on brand loyalty. The empirical study based on sports shoes brands shows： brand love has three dimensions named brand satisfaction and trust, brand passion and brand attachment; brand passion has direct and positive effect on behavioral brand loyalty, brand attachment has direct and positive effect on both behavioral and attitudinal brand loyalty; brand satisfaction and trust and brand attachment both have positive effect on brand sensitivity, they also have indirect and positive effect on both behavioral and attitudinal brand loyalty with brand sensitivity as an intermediary variable.