品牌幸福感对顾客忠诚行为的影响研究

Research on the Mechanism of Brand Happiness Affecting Customer Loyalty Behavior

品牌幸福感是新时代中国企业肩负的历史责任,它不仅有利于企业建立强势品牌资产,更重要的是实现人民的美好生活。本文通过质性研究,挖掘品牌幸福感是由积极情感体验、独特意义感知和自我价值实现三个子维度构成,实证分析品牌幸福感对溢价重复购买和收藏式重复购买行为的正向作用,揭示品牌信念和品牌至爱的中介机制,检验调节定向的边界作用。其结果为中国企业的品牌幸福感营销提供重要启示。

Brand happiness is the historical respon sibility of Chinese enterprises in the new era.It is not only conducive to the establishment of strong brand assets,but also more important to the realization of a better life for the people.Through qualitative research,this paper explores that brand happiness consists of three subdimensions:positive emotional experience,unique sense perception and self-value realization.It also empirically analyses the positive effects of brand happiness on premium repeat purchase and collection repeat purchase,and reveals the intermediary mechanism between brand belief and brand beloved.The boundary effect of orientation adjustment was tested.The results provide important enlightenment for brand happiness marketing of Chinese enterprises.