品牌契合对品牌关系质量和重购意向的影响  

The Influence of Brand Engagement on Brand Relationship Quality and Repurchase Intention

作　　者：张辉[1] 陈晔[2] 

机构地区：[1]中山大学旅游学院,广东珠海519082 [2]南开大学旅游与服务学院,天津300350

出　　处：《旅游学刊》2017年第4期43-53,共11页Tourism Tribune

基　　金：国家自然科学基金"服务企业员工品牌内化量表构建与作用机制:基于组织和员工两层面领导的视角"(71602194);中央高校科研业务费专项基金项目"基于内部品牌化的服务企业品牌资产提升研究"(14WKPY66)资助~~

摘　　要：随着市场环境和技术的发展,品牌沟通已从"打扰时代"进入"契合时代"。顾客不仅可以与旅游品牌进行互动和共创价值,而且在品牌推荐、共享体验等非交易性行为方面发挥了重要作用。在此背景下,品牌契合成为旅游企业提升品牌绩效和获取竞争优势所必需的战略要求。该研究以酒店和旅行社两类旅游品牌为例,探讨旅游品牌契合的结构及其对品牌关系质量和重购意向的影响。实证研究发现,旅游品牌契合是一个包括认同、关注、激情、专注和互动5个维度的二阶构念,品牌契合对品牌关系质量各维度均具有显著的正向影响,并通过影响品牌关系质量正向影响重购意向。最后,对旅游企业如何更好地进行品牌契合管理提出了管理建议,并就未来研究方向进行了展望。With the evolution of the marketing environment and development of information technology, social media has radically changed the way consumers interact with tourism brands. Brand communication has evolved from an ＂age of interruption＂ to an ＂age of engagement＂. Consumers can easily use social media to interact with tourism brands and other customers, and can co-create value alongside tourism brands through activities such as blogging, writing reviews, providing feedback, and participating in service innovation. Consumers＇ non-transactional behaviors are becoming more and more important, and are an important influence on both tourism brands and consumers themselves. Taking into consideration this development and background, tourism brands must now redefine themselves. Brand engagement represents a strategic imperative for generating enhanced brand performance, including sales growth, and superior competitive advantage. This interest in the brand engagement concept observed in business practice discourse, coupled with the recent, increasing use of brand engagement by marketing academics, have led many academic institutions to list brand engagement as a key research priority for sthe future. Despite the growing popularity of brand engagement, few researchers have attempted to study it empirically, especially in the tourism industry. This study uses tourism as an example to study the dimensionality of brand engagement and its influences on consumer- brand relationship quality and repurchase intention. Tourism was selected in this study for several reasons. First, the service provided by tourism firms is a type of high-contact service, in that consumers are familiar with tourism brands, and interact with them frequently both online and offiine. These characteristics make tourism suitable for brand engagement. Second, in the tourism industry, the focal brand is the corporate brand, thus confounding effects can be ruled out. Third, as Chinese people＇ s passion for traveling steadily increases, ＂tourism�

关 键 词：旅游品牌 品牌契合 关系质量 重购意向 

分 类 号：F592.6[经济管理—旅游管理]