服务主导逻辑下品牌关系互动对品牌忠诚的影响

The Influence of Brand Relationship Interaction on Brand Loyalty Based on Service-Dominant Logic

从服务主导逻辑出发,以大众消费品牌为背景,分析了品牌关系互动对品牌忠诚中行为忠诚、品牌承诺和品牌依恋3个维度的影响。同时,运用结构方程模型验证了品牌关系互动能够通过消费者从品牌关系中感知的身份象征利益、信任利益和社会利益,间接提升消费者的品牌忠诚。进一步深入分析了品牌敏感对品牌关系互动、关系利益与品牌忠诚关系的调节效应。研究结果表明,身份象征利益对行为忠诚的积极影响最为显著;信任利益对品牌承诺的积极影响最为显著;而社会利益对品牌依恋的积极影响最为显著。

From a service-dominant logic perspective, this paper proposes a conceptual framework that utilizes the construct of relational benefits to explain the link between brand relationship interaction and brand loyalty in popular consumer brands context. The framework posits that brand relationship interaction has indirect impact on brand loyalty through identity-related benefits, confidence benefits and social benefits derived from the long-term relationship between consumers and brands. The results show that the role of the identity- related benefits on repurchase is the most significant, the role of the confidence benefits on brand commitment is the most obvious and the social benefits has the most obvious influence on brand attachment. Moreover, brand sensitivity plays a moderating role on the mediating process that brand relationship interaction has indirect impact on brand loyalty via relationship benefits.