功能性价值和象征性价值对品牌忠诚的影响:性别差异和品牌差异的调节作用  

The Impact of Functional Value and Symbolic Value on Brand Loyalty: Gender Difference and the Moderating Role of Perceived Difference

作　　者：邹德强[1] 王高[1] 赵平[1] 王燕[1] 

机构地区：[1]清华大学经济管理学院市场营销系

出　　处：《南开管理评论》2007年第3期4-12,18,共10页Nankai Business Review

基　　金：国家自然科学基金项目(70302001)资助

摘　　要：根据品牌资产、品牌关系和目标理论,本文从理论上阐释了价值作为品牌忠诚直接前置变量的作用,功能性、象征性价值对品牌忠诚的影响在实证研究中得到支持,而且这种影响存在非线性的特征。本研究进一步考察了性别差异和品牌差异对上述影响的调节作用,结果表明:(1)象征性价值对品牌忠诚的影响存在性别差异,其作用女性强于男性;(2)随着品牌差异的提高,功能性、象征性价值对品牌忠诚的影响增强。Drawing upon brand equity, brand relationship and goal theory, this study conceptualizes the role of value as the direct antecedent of brand loyalty. Empirical support is provided to the impact of functional and symbolic value on brand loyalty, and its curvilinear effects are also explored. The moderating effects of gender difference and perceived difference between brands are further investigated. The results suggest that gender difference functions concerning the influence of symbolic value over brand loyalty. Its effect is stronger among females than for that of males. In addition, with the increase of brand difference, the links between functional, symbolic value and brand loyalty tend to be strengthened.

关 键 词：品牌忠诚 功能性价值 象征性价值 性别差异 品牌差异 

分 类 号：F273.2[经济管理—企业管理]