品牌体验对感知价值、品牌忠诚度的影响研究——以香港化妆品行业为例  

The Impact of Brand Experience on Perceptual Value and Brand Loyalty: A Case Study of the Cosmetics Industry in Hong Kong

作　　者：欧霞[1] 陆定光[2] 

机构地区：[1]武汉大学新闻与传播学院,湖北武汉430070 [2]南京财经大学营销与物流管理学院,江苏南京210003

出　　处：《新闻大学》2016年第3期133-139,152-153,共7页Journalism Research

基　　金：教育部人文社会科学重点研究基地重大项目(10JJD860002);香港理工大学Areas of Excellence研究基金资助项目

摘　　要：本研究的主要目的是探索品牌体验在零售服务业中的重要作用,从五个关键元素:广告、促销、产品、服务、价格入手,对品牌体验中的感知价值、品牌偏好度以及品牌忠诚度进行价值评估。本研究结合零售服务业的特点,采用问卷调查法,以香港化妆品行业消费者为研究样本进行实证研究。研究结果显示:促销正向影响感知价值以及品牌偏好度;广告正向影响品牌偏好度;服务、产品、价格正向影响感知价值;感知价值与品牌偏好度正向影响品牌忠诚度,路径分析的结果显示广告会透过自我一致性之中介正向影响品牌偏好度。文章最后探讨了此结论在管理实务过程中的意义,同时对品牌体验未来的研究方向提出建议。This study explores five key experience elements of retail brands- advertisement, sales promotion, product, service and price-and their impact on perceived value, brand preference and brand loyalty. We employed interviews to collect data from a sample of 479 respondents in Hong Kong's cosmetic retail service market. The results of structural equation model show that both advertisement and sales promotion have positive influence on perceived value and brand preference, b) service, product experience and price contribute positively to perceived value, and c) perceived value and brand preference have positive effect on brand loyalty. In addition, the effect of advertisements on brand preference can be mediated by congruence with the consumer's selfconcept. Finally, managerial and research implications are discussed.

关 键 词：品牌权益 品牌体验 感知价值 自我一致性 

分 类 号：F713.82[经济管理—广告]