线上-线下品牌形象一致性对零售品牌关系质量的影响——基于品牌体验的中介作用

Impact of Online-offline Brand Image Consistency on Retail Brand Relationship Quality

随着线上零售额增长及消费的多元化,零售品牌如何通过线上延伸,提升零售品牌关系质量是亟待解决的问题。本研究基于“图式理论”引入线上-线下品牌形象一致性这一新构念,探究其对零售品牌关系质量的影响效应。实证结果表明:线上-线下品牌形象一致性显著正向影响品牌体验,进而正向影响品牌信任、口碑和价值共创意愿等零售品牌关系质量,品牌体验起到关键的中介作用。因此,企业可以将线上-线下品牌形象一致性纳入公司品牌战略中,零售品牌在向线上延伸时,从一开始就树立强大的品牌战略目标,而不仅仅将线上作为一种销售渠道。未来零售企业发展需要注重的是线上线下的协同发展及深度融合。

With the growth of online retail sales and the diversification of consumption,how to extend retail brands online and improve the quality of retail brand relationship is an urgent problem to be solved.Based on the"schematic theory",this paper introduces the new concept of online-offline brand image consistency to explore its effect on the quality of retail brand relationship.The empirical results show that the consistency of online and offline brand image has a significantly positive impact on brand experience,which in turn positively influences the quality of retail brand relationships such as brand trust,word-of-mouth and value co-creation,and brand experience plays a key intermediary role.Therefore,enterprises can incorporate online-offline brand image consistency into the company's brand strategy.When retail brands extend online,enterprises should establish a strong brand strategic goal from the very beginning,rather than just using online as a sales channel.It is necessary for the enterprise to focus on the coordinated development and deep integration of online and offline brand images for the future development of retail industry.