老字号品牌创新的前因后果:基于消费者感知视角
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摘要
基于消费者感知视角,研究老字号品牌创新的前因与后果,有助于提升顾客对老字号品牌的满意度和忠诚度,增强老字号品牌的竞争力。在相关文献梳理基础上,构建研究理论模型,设计调研问卷,收集461份有效调研数据,实证分析结果表明:企业层面的品牌声誉、环境层面的媒介和参照群体、消费者层面的怀旧倾向显著影响消费者感知老字号品牌创新,其中媒介和参照群体对消费者感知老字号品牌创新的影响最显著;消费者感知老字号品牌创新显著影响购买意愿;文化认同在消费者感知老字号品牌创新和购买意愿之间起部分中介作用。
The time-honored brand has a profound cultural connotation and a long history and is considered to have high commercial value. Studying the causes and consequences of time-honored brand innovation based on consumer perception is helpful to improve customer satisfaction and loyalty to the time-honored brand and enhance the competitiveness of the time-honored brand. Based on the relevant literature review,this paper constructs a theoretical model,designs a questionnaire,and collects 461 valid survey data. The empirical analysis shows that brand reputation at the enterprise level,media and reference groups at the environmental level,and nostalgic tendencies at the consumer level significantly affect consumer perveived time-honored brand innovativeness,while media and reference groups have the most significant impact on consumer perveived time-honored brand innovativeness. The consumer perveived time-honored brand innovativeness significantly affects the purchase intention,and cultural identity plays a partial intermediary role between consumer perveived time-honored brand innovativeness and purchase intention.
The time-honored brand has a profound cultural connotation and a long history and is considered to have high commercial value. Studying the causes and consequences of time-honored brand innovation based on consumer perception is helpful to improve customer satisfaction and loyalty to the time-honored brand and enhance the competitiveness of the time-honored brand. Based on the relevant literature review,this paper constructs a theoretical model,designs a questionnaire,and collects 461 valid survey data. The empirical analysis shows that brand reputation at the enterprise level,media and reference groups at the environmental level,and nostalgic tendencies at the consumer level significantly affect consumer perveived time-honored brand innovativeness,while media and reference groups have the most significant impact on consumer perveived time-honored brand innovativeness. The consumer perveived time-honored brand innovativeness significantly affects the purchase intention,and cultural identity plays a partial intermediary role between consumer perveived time-honored brand innovativeness and purchase intention.
引文
(1)许衍凤、范秀成、朱千林:《基于文化契合度的老字号品牌延伸对品牌忠诚的影响研究》,《北京工商大学学报(社会科学版)》2018年第2期,第62-72页。
(2)徐伟、王平、宋思根、冯林燕:《老字号真实性与品牌权益:自我一致性与品牌体验的作用》,《财贸研究》2017年第3期,第95-103页。
(1)O’Cass A,Carlson J.An e-retailing assessment of perceived website-service innovativeness:Implications for website quality evaluations,trust,loyalty and word of mouth.Australasian Marketing Journal,2012,20(1),pp.28-36.
(2)Kunz W,Schmitt B,Meyer A.How does perceived firm innovativeness affect the consumer?.Journal of Business Research,2011,64(8),pp.816-822.
(3)Aaker D.Innovation:Brand it or lose it.Califonia Management Review,2007,2010,50(1),pp.8-24.
(4)Shams R,Alpert F,Brown M.Consumer perceived brand innovativeness:Conceptualization and operationalization.European Journal of Marketing,2015,49(9/10),pp.1589-1615.
(5)Pappu R,Quester P G.How does brand innovativeness affect brand loyalty?.European Journal of Marketing,2016,50(1/2),pp.1-43.
(1)Boisvert J,Ashill N J.How brand innovativeness and quality impact attitude toward new service line extensions:the moderating role of consumer involvement.Journal of Services Marketing,2011,25(7),pp.517-527.
(2)Barone M J,Jewell R D.How brand innovativeness creates advertising flexibility.Journal of the Academy of Marketing Science,2014,42(3),pp.309-321.
(3)江红艳、王宇、吉峰、孙配贞:《社会排斥对老字号品牌激活策略效果的影响---时间取向的中介作用》,《管理评论》2016年第11期,第95-105页。
(4)吴振全:《新媒介驱动下的视觉传达与品牌策划创新》,《华南师范大学学报(社会科学版)》2017年第4期,第183-188,192页。
(5)杜伟强、于春玲、赵平:《参照群体类型与自我---品牌联系》,《心理学报》2009年第2期,第156-166页。
(6)Brown A D,Humphreys M.Nostalgia and the narrativization of identity:A Turkish case study.British Journal of Management,2002,13(2),pp.141-159.
(7)Boisvert J.The reciprocal impact of vertical service line extensions on parent brand attitude:The roles of innovativeness,quality and involvement.Journal of Service Theory&Practice,2012,22(6),pp.546-564.
(8)Hubert M,Florack A,Gattringer R,et al.Flag up!-Flagship products as important drivers of perceived brand innovativeness.Journal of Business Research,2017,71(3),pp.154-163.
(9)胥兴安、孙凤芝、王立磊:《居民感知公平对社区参与旅游发展的影响研究---基于社区认同的视角》,《中国人口·资源与环境》2015年第12期,第113-120页。
(10)韩小芸、田甜、孙本纶:《旅游虚拟社区成员“感知-认同-契合行为”模式的实证研究》,《旅游学刊》2016年第8期,第61-70页。
(1)彭丽徽、李贺、张艳丰、陈远方:《基于品牌声誉感知差异的在线评论有用性影响因素实证研究》,《情报科学》2017年第9期,第159-164页。
(2)Chaudhuri A,Holbrook M B.The chain of effects from brand trust and brand affect to brand performance:The role of brand loyalty.Journal of Marketing,2001,65(2),pp.81-93.
(3)陶红、卫海英:《抢雷策略对品牌危机修复效果的影响研究---品牌危机类型、品牌声誉的调节作用》,《南开管理评论》2016年第3期,第77-88页。
(4)Johnson T J,Kaye B.K.Cruising is believing?:Comparing internet and traditional sources on media credibility measures.Journalism&Mass Communication Quarterly,1998,75(2),pp.325-340.
(5)王爽、余明阳、薛可:《社会化媒介对品牌资产的影响---基于品牌成熟度的调节效应》,《财经论丛》2014年第4期,第86-90页。
(1)Park C W,Lessig V P.Students and housewives:Differences in susceptibility to reference group influence.Journal of Consumer Research,1977,4(2),pp.102-110.
(2)宫秀双、徐磊、李志兰、卢健飞、江林、张雅丹:《参照群体影响类型与居民消费意愿的关系研究》,《管理学报》2017年第12期,第1829-1839页。
(3)李先国、杨晶、刘雪敬:《时间压力和参照群体对消费者网络团购意愿的影响》,《中国软科学》2012年第4期,第117-124页。
(4)何佳讯:《我们如何怀念过去?中国文化背景下消费者怀旧倾向量表的开发与比较验证》,《营销科学学报》2010年第3期,第30-50页。
(5)Phau I,Marchegiani C.The value of historical nostalgia for marketing management.Marketing Intelligence&Planning,2011,29(2),pp.108-122.
(6)王秀宏、杨立娟、马向阳:《怀旧倾向对老字号真实性与品牌承诺、购买意愿关系的调节作用》,《沈阳工业大学学报(社会科学版)》2017年第1期,第50-57页。
(7)Hubert M,Florack A,Gattringer R,et al.Flag up!-Flagship products as important drivers of perceived brand innovativeness.Journal of Business Research,2017,71(3),pp.154-163.
(1)O’Cass A,Carlson J.An e-retailing assessment of perceived website-service innovativeness:Implications for website quality evaluations,trust,loyalty and word of mouth.Australasian Marketing Journal,2012,20(1),pp.28-36.
(2)Boisvert J,Ashill N J.How brand innovativeness and quality impact attitude toward new service line extensions:the moderating role of consumer involvement.Journal of Services Marketing,2011,25(7),pp.517-527.
(3)薛哲、杨建辉、张中英:《共创信号、产品创新感知与品牌认同---基于共创观察者的研究》,《财经论丛》2018年第3期,第77-85页。
(4)陈姝、王正斌、刘伟、于富春:《感知产品创新性对品牌资产的影响机制研究》,《预测》2015年第3期,第21-27页。
(5)宁昌会、薛哲:《顾客感知支持、共创体验与品牌认同》,《财经问题研究》2016年第12期,第138-143页。
(6)Mael F,Ashforth B E.Alumni and their alma mater:A partial test of the reformulated model of organizational identification.Journal of Organizational Behavior,1992,13(2),pp.103-123.
(7)姬志恒、王兴元:《老字号品牌文化属性与企业价值关联性研究---以我国51家老字号上市公司为样本》,《山东社会科学》2014年第8期,第137-141页。
(8)郭晓凌:《消费者全球认同与全球品牌态度---针对发展中国家的研究》,《上海经济研究》2011年第11期,第83-90页。
(9)李先国、陈宁颉、张新圣:《虚拟品牌社区感知价值对新产品购买意愿的影响机制---基于群体认同和品牌认同的双中介视角》,《中国流通经济》2017年第2期,第93-100页。
(1)Chaudhuri A,Holbrook M B.The chain of effects from brand trust and brand affect to brand performance:The role of brand loyalty.Journal of Marketing,2001,65(2),pp.81-93.
(2)Johnson T J,Kaye B K.Cruising is believing?:Comparing internet and traditional sources on media credibility measures.Journalism&Mass Communication Quarterly,1998,75(2),pp.325-340.
(3)Park C W,Lessig V P.Students and housewives:Differences in susceptibility to reference group influence.Journal of Consumer Research,1977,4(2),pp.102-110.
(4)何佳讯:《我们如何怀念过去?中国文化背景下消费者怀旧倾向量表的开发与比较验证》,《营销科学学报》2010年第3期,第30-50页。
(5)Shams R,Alpert F,Brown M.Consumer perceived brand innovativeness:Conceptualization and operationalization.European Journal of Marketing,2015,49(9/10),pp.1589-1615.
(6)Hubert M,Florack A,Gattringer R,et al.Flag up!-Flagship products as important drivers of perceived brand innovativeness.Journal of Business Research,2017,71(3),pp.154-163.
(7)Mael F,Ashforth B E.Alumni and their alma mater:A partial test of the reformulated model of organizational identification.Journal of Organizational Behavior,1992,13(2),pp.103-123.
(8)姬志恒、王兴元:《老字号品牌文化属性与企业价值关联性研究---以我国51家老字号上市公司为样本》,《山东社会科学》2014年第8期,第137-141页。
(9)Sierra J J,Mcquitty S.Attitudes and emotions as determinants of nostalgia purchases:An application of social identity theory.Journal of Marketing Theory&Practice,2007,15(2),pp.99-112.
(1)温忠麟、刘红云、侯杰泰:《调节效应和中介效应分析》,北京:教育科学出版社,2012年,第70-72页。
(2)徐伟、王平、宋思根、冯林燕:《老字号真实性与品牌权益:自我一致性与品牌体验的作用》,《财贸研究》2017年第3期,第95-103页。
(1)O’Cass A,Carlson J.An e-retailing assessment of perceived website-service innovativeness:Implications for website quality evaluations,trust,loyalty and word of mouth.Australasian Marketing Journal,2012,20(1),pp.28-36.
(2)Kunz W,Schmitt B,Meyer A.How does perceived firm innovativeness affect the consumer?.Journal of Business Research,2011,64(8),pp.816-822.
(3)Aaker D.Innovation:Brand it or lose it.Califonia Management Review,2007,2010,50(1),pp.8-24.
(4)Shams R,Alpert F,Brown M.Consumer perceived brand innovativeness:Conceptualization and operationalization.European Journal of Marketing,2015,49(9/10),pp.1589-1615.
(5)Pappu R,Quester P G.How does brand innovativeness affect brand loyalty?.European Journal of Marketing,2016,50(1/2),pp.1-43.
(1)Boisvert J,Ashill N J.How brand innovativeness and quality impact attitude toward new service line extensions:the moderating role of consumer involvement.Journal of Services Marketing,2011,25(7),pp.517-527.
(2)Barone M J,Jewell R D.How brand innovativeness creates advertising flexibility.Journal of the Academy of Marketing Science,2014,42(3),pp.309-321.
(3)江红艳、王宇、吉峰、孙配贞:《社会排斥对老字号品牌激活策略效果的影响---时间取向的中介作用》,《管理评论》2016年第11期,第95-105页。
(4)吴振全:《新媒介驱动下的视觉传达与品牌策划创新》,《华南师范大学学报(社会科学版)》2017年第4期,第183-188,192页。
(5)杜伟强、于春玲、赵平:《参照群体类型与自我---品牌联系》,《心理学报》2009年第2期,第156-166页。
(6)Brown A D,Humphreys M.Nostalgia and the narrativization of identity:A Turkish case study.British Journal of Management,2002,13(2),pp.141-159.
(7)Boisvert J.The reciprocal impact of vertical service line extensions on parent brand attitude:The roles of innovativeness,quality and involvement.Journal of Service Theory&Practice,2012,22(6),pp.546-564.
(8)Hubert M,Florack A,Gattringer R,et al.Flag up!-Flagship products as important drivers of perceived brand innovativeness.Journal of Business Research,2017,71(3),pp.154-163.
(9)胥兴安、孙凤芝、王立磊:《居民感知公平对社区参与旅游发展的影响研究---基于社区认同的视角》,《中国人口·资源与环境》2015年第12期,第113-120页。
(10)韩小芸、田甜、孙本纶:《旅游虚拟社区成员“感知-认同-契合行为”模式的实证研究》,《旅游学刊》2016年第8期,第61-70页。
(1)彭丽徽、李贺、张艳丰、陈远方:《基于品牌声誉感知差异的在线评论有用性影响因素实证研究》,《情报科学》2017年第9期,第159-164页。
(2)Chaudhuri A,Holbrook M B.The chain of effects from brand trust and brand affect to brand performance:The role of brand loyalty.Journal of Marketing,2001,65(2),pp.81-93.
(3)陶红、卫海英:《抢雷策略对品牌危机修复效果的影响研究---品牌危机类型、品牌声誉的调节作用》,《南开管理评论》2016年第3期,第77-88页。
(4)Johnson T J,Kaye B.K.Cruising is believing?:Comparing internet and traditional sources on media credibility measures.Journalism&Mass Communication Quarterly,1998,75(2),pp.325-340.
(5)王爽、余明阳、薛可:《社会化媒介对品牌资产的影响---基于品牌成熟度的调节效应》,《财经论丛》2014年第4期,第86-90页。
(1)Park C W,Lessig V P.Students and housewives:Differences in susceptibility to reference group influence.Journal of Consumer Research,1977,4(2),pp.102-110.
(2)宫秀双、徐磊、李志兰、卢健飞、江林、张雅丹:《参照群体影响类型与居民消费意愿的关系研究》,《管理学报》2017年第12期,第1829-1839页。
(3)李先国、杨晶、刘雪敬:《时间压力和参照群体对消费者网络团购意愿的影响》,《中国软科学》2012年第4期,第117-124页。
(4)何佳讯:《我们如何怀念过去?中国文化背景下消费者怀旧倾向量表的开发与比较验证》,《营销科学学报》2010年第3期,第30-50页。
(5)Phau I,Marchegiani C.The value of historical nostalgia for marketing management.Marketing Intelligence&Planning,2011,29(2),pp.108-122.
(6)王秀宏、杨立娟、马向阳:《怀旧倾向对老字号真实性与品牌承诺、购买意愿关系的调节作用》,《沈阳工业大学学报(社会科学版)》2017年第1期,第50-57页。
(7)Hubert M,Florack A,Gattringer R,et al.Flag up!-Flagship products as important drivers of perceived brand innovativeness.Journal of Business Research,2017,71(3),pp.154-163.
(1)O’Cass A,Carlson J.An e-retailing assessment of perceived website-service innovativeness:Implications for website quality evaluations,trust,loyalty and word of mouth.Australasian Marketing Journal,2012,20(1),pp.28-36.
(2)Boisvert J,Ashill N J.How brand innovativeness and quality impact attitude toward new service line extensions:the moderating role of consumer involvement.Journal of Services Marketing,2011,25(7),pp.517-527.
(3)薛哲、杨建辉、张中英:《共创信号、产品创新感知与品牌认同---基于共创观察者的研究》,《财经论丛》2018年第3期,第77-85页。
(4)陈姝、王正斌、刘伟、于富春:《感知产品创新性对品牌资产的影响机制研究》,《预测》2015年第3期,第21-27页。
(5)宁昌会、薛哲:《顾客感知支持、共创体验与品牌认同》,《财经问题研究》2016年第12期,第138-143页。
(6)Mael F,Ashforth B E.Alumni and their alma mater:A partial test of the reformulated model of organizational identification.Journal of Organizational Behavior,1992,13(2),pp.103-123.
(7)姬志恒、王兴元:《老字号品牌文化属性与企业价值关联性研究---以我国51家老字号上市公司为样本》,《山东社会科学》2014年第8期,第137-141页。
(8)郭晓凌:《消费者全球认同与全球品牌态度---针对发展中国家的研究》,《上海经济研究》2011年第11期,第83-90页。
(9)李先国、陈宁颉、张新圣:《虚拟品牌社区感知价值对新产品购买意愿的影响机制---基于群体认同和品牌认同的双中介视角》,《中国流通经济》2017年第2期,第93-100页。
(1)Chaudhuri A,Holbrook M B.The chain of effects from brand trust and brand affect to brand performance:The role of brand loyalty.Journal of Marketing,2001,65(2),pp.81-93.
(2)Johnson T J,Kaye B K.Cruising is believing?:Comparing internet and traditional sources on media credibility measures.Journalism&Mass Communication Quarterly,1998,75(2),pp.325-340.
(3)Park C W,Lessig V P.Students and housewives:Differences in susceptibility to reference group influence.Journal of Consumer Research,1977,4(2),pp.102-110.
(4)何佳讯:《我们如何怀念过去?中国文化背景下消费者怀旧倾向量表的开发与比较验证》,《营销科学学报》2010年第3期,第30-50页。
(5)Shams R,Alpert F,Brown M.Consumer perceived brand innovativeness:Conceptualization and operationalization.European Journal of Marketing,2015,49(9/10),pp.1589-1615.
(6)Hubert M,Florack A,Gattringer R,et al.Flag up!-Flagship products as important drivers of perceived brand innovativeness.Journal of Business Research,2017,71(3),pp.154-163.
(7)Mael F,Ashforth B E.Alumni and their alma mater:A partial test of the reformulated model of organizational identification.Journal of Organizational Behavior,1992,13(2),pp.103-123.
(8)姬志恒、王兴元:《老字号品牌文化属性与企业价值关联性研究---以我国51家老字号上市公司为样本》,《山东社会科学》2014年第8期,第137-141页。
(9)Sierra J J,Mcquitty S.Attitudes and emotions as determinants of nostalgia purchases:An application of social identity theory.Journal of Marketing Theory&Practice,2007,15(2),pp.99-112.
(1)温忠麟、刘红云、侯杰泰:《调节效应和中介效应分析》,北京:教育科学出版社,2012年,第70-72页。