品牌价值观与共情对品牌忠诚的影响  

Research on the Influences of Brand Values and Empathy on Brand Loyalty

作　　者：陈为年[1] 史驰宇 CHEN Weinian;SHI Chiyu(Faculty of Business,City University of Macao,Macao 999078,China)

机构地区：[1]澳门城市大学商学院,中国澳门999078

出　　处：《华东经济管理》2023年第4期120-128,共9页East China Economic Management

摘　　要：伴随着中国市场进入品牌经济时代,消费者内在需求转向为价值观表达,品牌对于价值观的定位成为消费者关注的重点。文章以ERKE为例,将郑州市销量前三名的店铺顾客作为调研对象,通过问卷调查法,以共情为中介,探讨品牌价值观与共情对品牌忠诚的影响。研究结果表明:品牌价值观的自我超越及保守对提高品牌忠诚有重要影响;品牌价值观的自我提升不能引起消费者的共情;品牌价值观对品牌忠诚的影响大部分来自直接效应,共情起部分中介作用。With the Chinese market entering the era of brand economy,the internal needs of consumers have shifted to the expression of values,and brand positioning related to values has become the focus of consumers′attention.Taking ERKE as an example,this paper takes the top three shop customers in Zhengzhou as the research object,and through the ques⁃tionnaire method,with empathy as the mediator,discusses the influence of brand values and empathy on brand loyalty.The results show that self-transcendence and conservatism of brand values have an important impact on improving brand loyalty;self-improvement of brand values cannot arouse the empathy of consumers;most of the influence of brand values on brand loyalty comes from the direct effect,and empathy plays a partial mediating role.

关 键 词：品牌价值观 共情 品牌忠诚 ERKE 

分 类 号：F273.2[经济管理—企业管理] F426.86[经济管理—国民经济]