基于品牌知晓度的内容营销与品牌忠诚研究

Content Marketing and Brand loyalty based on Brand Awareness

随着互联网影响力的增强,消费者更加趋向于在网上搜索有关产品的相关信息,而能否创造出激发消费者主动分享和传播的促销内容成为新的营销挑战。根据信息双重加工理论和SOR理论建立内容营销、品牌认同、品牌知晓度和品牌忠诚之间关系的理论模型,通过对广西部分企业发放问卷的方式收集样本数据,进行信效度的分析、相关性分析、模型的修正与拟合优度检验,发现内容营销对品牌认同有积极的正向作用,品牌认同对品牌忠诚(行为忠诚和态度忠诚)有积极的正向作用,品牌知晓度在内容营销和品牌认同之间发挥正向的调节作用。因此,组织管理者应有效运用内容营销策略,从加深消费者对品牌知晓度的角度营造有利于消费者品牌认同的环境氛围,进一步增强消费者的品牌忠诚。

With the increasing influence of the Internet,consumers tend to search the relevant information about products on the Internet.Whether enterprises can create promotional contents that inspire consumers to actively share and spread has become a new marketing challenge.Based on the information dual processing theory and SOR theory,this paper collects sample data by issuing questionnaires to some enterprises in Guangxi and establishes a theoretical model of the relationship among content marketing,brand identity,brand awareness and brand loyalty.Through reliability and validity analysis,correlation analysis,model modification and goodness of fit test,it is found that content marketing has positive effect on brand identity,and brand identity has positive effect on brand loyalty(behavioral loyalty and attitude loyalty).With the same time,brand awareness plays a positive role between content marketing and brand identity.Therefore,organization managers should effectively use content marketing strategies to create an environment conducive to consumer brand identity,so as to deepen consumers′awareness of the brand and further enhance consumer brand loyalty.