品牌情感依恋与品牌信任:基于品牌熟悉度的调节作用  

Brand Emotional Attachment and Brand Trust:Base on Moderation Effect of Brand Familiarity

作　　者：范丽先[1] 李昕璐 FAN Li-xian;LI Xin-lu(School of Management,Shanghai University,Shanghai 200444,China)

机构地区：[1]上海大学管理学院

出　　处：《工业工程与管理》2018年第4期186-193,共8页Industrial Engineering and Management

基　　金：国家自然科学基金面上项目(71673181)

摘　　要：企业品牌是顾客对特定企业形成的差异化认知，品牌信任则是连接顾客与企业的关键因素。以物流品牌为研究对象，探讨品牌感知因素、品牌情感依恋、品牌熟悉度和品牌信任的关系，将品牌感知因素归结于品牌质量感知、品牌价值感知和品牌声誉感知三个方面，并建立了各因素之间的结构方程模型。通过实证研究，发现顾客对品牌的价值感知等品牌感知因素既可以对品牌信任产生直接影响，也可以通过品牌情感依恋间接影响顾客对品牌的信任。此外，顾客的品牌熟悉度会调节品牌价值感知和品牌声誉感知对品牌情感依恋的影响。因此，从顾客对品牌的质量感知、价值感知和声誉感知等方面加强服务以提高顾客对品牌的情感依恋是增加顾客信任的必然途径。Brand is the differentiated awareness of customers towards a specific enterprise, while brand trust is the key factor connecting customers and enterprises. The relationship between brand perceived factors, brand emotional attachment, brand familiarity and brand trust for logistics companies were revealed. Brand perceived quality, brand perceived value and brand perceived reputation were included in brand perceived factors. A structural equation model （SEM） was then developed to describe those correlations and effects. The results show that brand perceived value and brand perceived reputation have direct impacts on brand trust. They also indirectly affect the brand trust through brand emotional attachment. In addition, customer＇s brand familiarity adjusts the relationship between brand perceived value, brand perceived reputation and brand emotional attachment. Therefore, increasing customer＇ s brand perceived quality, brand perceived value and brand perceived reputation to increase the brand emotional attachment is the inevitable way to increase customers＇trust.

关 键 词：品牌情感依恋 品牌熟悉度 物流品牌 品牌信任 

分 类 号：F270[经济管理—企业管理]