题名

行銷溝通與品牌忠誠：品牌關係的中介模型

并列篇名

Marketing Communication and Brand Loyalty: A Mediating Model of Consumer-Brand Relationship

作者

黃延聰(Huang, Yen-Tsung)；沈欣宜(Shen, Shin-Yi)

关键词

行銷溝通 ； 品牌關係品質 ； 品牌忠誠 ； 關係行銷 ； Marketing communication ； Brand relationship quality ； Brand loyalty ； Relationship marketing

期刊名称

東海管理評論

卷期/出版年月

18卷1期（2016 / 07 / 01）

页次

49 - 97

内容语文

繁體中文
中文摘要

行銷溝通（或行銷傳播）是企業建立品牌重要的方法之一，企業可以利用整合行銷溝通(Integrated Marketing Communication)建立品牌忠誠。從關係行銷的觀點來看，品牌忠誠是基於消費者與品牌之間的關係而發展出來。在探討行銷溝通對於品牌忠誠的影響上，過去研究較少探討消費者與品牌關係的中介角色。基於此研究缺口，本研究提出一個「行銷溝通－消費者與品牌關係－品牌忠誠」的中介模型，主張行銷溝通的互動性、訊息一致性、及個人化會藉由消費者與品牌之間的關係（親密、自我連結、品牌夥伴品質）對於品牌忠誠（行為忠誠、態度忠誠）產生影響。本研究以臺灣手機消費者做為研究對象，藉由問卷調查法蒐集301個臺灣手機消費者樣本，利用結構方程模式進行實證分析，研究結果發現：行銷溝通的互動性對於消費者與品牌之間的親密及自我連結有正向影響；行銷溝通訊息的一致性對於消費者與品牌之間的親密、自我連結及夥伴品質均有正向影響；行銷溝通的個人化對於自我連結有正向影響。而消費者與品牌之間的關係品質（親密、自我連結、品牌夥伴品質）對於品牌忠誠（行為忠誠、態度忠誠）也有顯著正向影響。整體而言，本研究實證結果顯示，在利用行銷溝通建立品牌忠誠的過程中，消費者與品牌間關係扮演中介的角色。
英文摘要

Marketing communication is an important method for building brand. From the perspective of relationship marketing, brand loyalty can be developed from the relationship between consumers and brand. Previous researches seldom investigated the mediating role of consumer-brand relation between marketing communication and brand loyalty. Based on this gap, this study proposes a mediating model of marketing communication-brand relationship quality-brand loyalty, which argues interactivity, message consistency, and personalization of marketing communication contribute to brand loyalty (behavioral and attitudinal loyalty) mediated by the relationship between consumers and brand (intimacy, self-connection and brand partner quality). This study takes Taiwanese mobile phone users as research subject, collects 301 valid samples by the questionnaire survey and analyzes with the structural equations modeling. The research results are as follows. The interactivity of marketing communication positively influences intimacy and self-connection; the message consistency of marketing communication positively affects intimacy, self-connection and brand partner quality; the personalization of marketing communication positively influences self-connection. The consumer-brand relationships (intimacy, self-connection and brand partner quality) result in brand loyalty of consumers. On the whole, this study empirically shows consumer-brand relationship play an important role during the process of forming brand loyalty by means of marketing communication.
主题分类 社會科學 > 管理學
参考文献
  1. 方世榮(2001)。從關係管理的觀點探討整合行銷傳播。管理評論，20(4)，29-64。
    連結：
  2. Aaker, D. A.(1996).Building Strong Brands.New York:Free Press.
  3. Aaker, J.,Fournier, S.,Brasel, S. A.(2004).When Good Brands Do Bad.Journal of Consumer Research,31(1),1-16.
  4. Algesheimer, R.,Dholakia, U.,Herrmann, A.(2005).The Social Influence of Brand Community: Evidence from European Car Clubs.Journal of Marketing,69(3),19-34.
  5. Andersen, P. H.(2001).Relationship Development and Marketing Communication: An Integrative Model.Journal of Business & Industrial Marketing,16(3),167-182.
  6. Assael, H.(1987).Consumer Behavior and Marketing Action.Boston:PWS-Kent.
  7. Bivainienė, L.(2007).Brand Image Conceptualization: The Role of Marketing Communication.Economics & Management,304-310.
  8. Blackston, M.(2000).Observations: Building Brand Equity by Managing the Brand's Relationship.Journal of Advertising Research,40(6),101-105.
  9. Blattberg, R. C.,Deighton, J.(1991).Interactive Marketing: Exploiting the Age of Addressability.Sloan Management Review,33(1),5-14.
  10. Bucy, E.(2004).Interactivity in Society: Locating an Elusive Concept.Information Society,20(5),373-383.
  11. Chang, P.,Chieng, M.(2006).Building Consumer-Brand Relationship: A Cross-Cultural Experiential View.Psychology & Marketing,23(11),927-959.
  12. Charon, J. M.(1989).Symbolic Interactionism -An Introduction, an Interpretation, an Integration.Englewood Cliffs, NJ:Prentice Hall.
  13. Chaudhuri, A.,Holbrook, M.(2001).The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.Journal of Marketing,65(2),81-93.
  14. de Pelsmacker, P.,Geuens, M.,van den Bergh, J.(2001).Marketing Communications: Cornerstones, Instruments and Applications.New York:Financial Times/Prentice Hall.
  15. de Wulf, K.,Odekerken-Schröder, G.,Iacobucci, D.(2001).Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration.Journal of Marketing,65(4),33-50.
  16. Dick, A.,Basu, K.(1994).Customer loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22(2),99-113.
  17. Druckman, D.(1998).Social Exchange Theory: Premises and Prospects.International Negotiation,3(2),253-266.
  18. Duncan, T.(2002).IMC: Using Advertising and Promotion to Build Brands.New York:McGraw-Hill.
  19. Duncan, T.,Moriarty, S.(1999).Brand Relationships Key to Agency of the Future.Advertising Age,70(10),44.
  20. Duncan, T.,Moriarty, S.(1998).A Communication-Based Marketing Model for Managing Relationships.Journal of Marketing,62(2),1-13.
  21. Farr, A.,Hollis, N.(1997).What Do You Want Your Brand to Be when It Grows Up? Big and Strong?.Journal of Advertising Research,37(6),23-36.
  22. Finne, Å.,Grönroos, C(2009).Rethinking Marketing Communication: From Integrated Marketing Communication to Relationship Communication.Journal of Marketing Communications,15(2/3),179-195.
  23. Fitzgibbon, C.,White, L.(2005).The Role of Attitudinal Loyalty in the Development of Customer Relationship Management Strategy within Service Firms.Journal of Financial Services Marketing,9(3),214-230.
  24. Fournier, S.(1998).Consumers and Their Brands: Developing Relationship Theory in Consumer Research.Journal of Consumer Research,24(4),343-373.
  25. Francis, P.(2001).Effects of Service and Communication Initiatives on Retail Grocery Consumers’ Loyalty.Singapore Management Review,23(2),45-60.
  26. Franzen, G.(1999).Brands & Advertising: How Advertising Effectiveness Influences Brand Equity.Oxfordshire, UK:Admap Publication.
  27. Glazer, R.(1999).Winning in Smart Markets.Sloan Management Review,40(4),59-69.
  28. Hair, J. F., Jr.,Black, W. C.,Babin, B. J.,Anderson, R. E.(2010).Multivariate Data Analysis.Upper Saddle River, NJ:Person Education International.
  29. Hoffman, D. L.,Novak, T. P.(1996).Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations.Journal of Marketing,60(3),50-68.
  30. Jacoby, J.,Chestnut, R. W.(1978).Brand Loyalty, Measurement and Management.New York:John Wiley & Sons.
  31. Keller, K.(2001).Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs.Journal of Marketing Management,17(7/8),819-847.
  32. Keller, K. L.(2009).Building Strong Brands in a Modern Marketing Communications Environment.Journal of Marketing Communications,15(2/3),139-155.
  33. Keller, L. K.(2001).Building Customer-Based Brand Equity.Marketing Management,10(2),15-19.
  34. Killian, G.,McManus, K.(2015).A Marketing Communications Approach for the Digital Era: Managerial Guidelines for Social Media Integration.Business Horizons,58(5),539-549.
  35. Lee, J.,Lee, J.,Feick, L.(2001).The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France.Journal of Services Marketing,15(1),35-48.
  36. Liu, Y.(2003).Developing a Scale to Measure the Interactivity of Websites.Journal of Advertising Research,43(2),207-216.
  37. Liu, Y.,Shrum, L.(2002).What is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness.Journal of Advertising,31(4),53-64.
  38. Logman, M.(1997).Marketing Mix Customization and Customizability.Business Horizons,40(6),39-44.
  39. Luxton, S.,Reid, M.,Mavondo, F.(2015).Integrated Marketing Communication Capability and Brand Performance.Journal of Advertising,44(1),37-46.
  40. Malär, L.,Krohmer, H.,Hoyer, W. H.,Nyffenegger, B.(2011).Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self.Journal of Marketing,75(4),35-52.
  41. Morgan, R.,Hunt, S.(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58(3),20-38.
  42. Oliver, R.(1999).Whence Consumer Loyalty?.Journal of Marketing,63(4),33-44.
  43. Oliver, R. L.,Rust, R. T.,Varki, S.(1997).Customer Delight: Foundations, Findings, and Managerial Insight.Journal of Retailing,73(3),311-336.
  44. Park, J.,Kim, K.,Kim, J.(2002).Acceptance of Brand Extensions: Interactive Influences of Product Category Similarity, Typicality of Claimed Benefits, and Brand Relationship Quality.Advances in Consumer Research,29(1),190-198.
  45. Payne, D.(2006).Payne, D. (2006). The Future of Direct Mail. Campaign (UK), p. 19. Retrieved August 25, 2014, from Business Source Complete, EBSCOhost..
  46. Peltier, J.,Schibrowsky, J.,Schultz, D.(2002).Leveraging Customer Information to Develop Sequential Communication Strategies: A Case Study of Charitable-Giving Behavior.Journal of Advertising Research,42(4),23-41.
  47. Peppers, D.,Roger, M.(1993).The One to One Future: Building Relationships One Customer at a Time.New York:Doubleday.
  48. Podsakoff, P. M.,Organ, D. W.(1986).Self-Reports in Organizational Research: Problems and Prospects.Journal of Management,12(4),531-544.
  49. Reid, M.(2005).Performance Auditing of Integrated Marketing Communication (IMC) Actions and Outcomes.Journal of Advertising,34(4),41-54.
  50. Reid, M.,Luxton, S.,Mavondo, F.(2005).The Relationship between Integrated Marketing Communication, Market Orientation, and Brand Orientation.Journal of Advertising,34(4),11-23.
  51. Schultz, D. E.,Schultz, H. F.(2004).IMC, the Next Generation.New York:McGraw-Hill.
  52. Sirgy, M. J.,Danes, J. E.(1982).Self-Image/Product-Image Congruence Models: Testing Selected Models.Advances in Consumer Research,9(1),556-561.
  53. Stone, B.,Jacobs, R.(2001).Successful Direct Marketing Methods.New York:McGraw-Hill.
  54. Surprenant, C.,Solomon, M.(1987).Predictability and Personalization in the Service Encounter.Journal of Marketing,51(2),86-96.
  55. Vargo, S.,Lusch, R.(2004).Evolving to a New Dominant Logic for Marketing.Journal of Marketing,68(1),1-17.
  56. Vlasic, G.,Kesic, T.(2007).Analysis of Consumers’ Attitudes toward Interactivity and Relationship Personalization as Contemporary Developments in Interactive Marketing Communication.Journal of Marketing Communications,13(2),109-129.
  57. Zeithaml, V.,Berry, L.,Parasuraman, A.(1996).The Behavioral Consequences of Service Quality.Journal of Marketing,60(2),31-46.
  58. Zikienė, K.,Bakanauskas, A.(2007).Problems and Difficulties in Loyalty Measurement: Theoretical Substantiation.Management Horizons: Visions & Challenges
  59. 方世榮,張文賢(2006)。品牌關係之研究－前置因素、結果及干擾變項。朝陽商管評論，5(2)，53-88。
被引用次数
  1. (2022)。天然氣導管工程公司關係品質、忠誠度受前置因素影響之研究。朝陽商管評論，18(2)，19-44。
print cancel