品牌认知的双轨驱动机制与市场细分取向
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摘要
从消费者品牌效应驱动源的视角进行了两项研究,研究1通过因子分析探索性勾勒出消费者品牌知识结构,并基于此提出了消费者品牌认知的双轨驱动机制;研究2通过聚类分析,提出了基于品牌认知驱动的4类基本细分市场,并回答了不同细分市场的消费者特征。研究结果表明:消费者品牌知识具有品牌经验和品牌期望的二维结构;消费者品牌认知存在经验驱动和期望驱动的双轨机制;基于不同的驱动机制,可将市场细分为双驱市场、经验驱动市场、期望驱动市场和零驱市场。
Two studies are conducted from the perspective of consumers' brand effect drivers.Study 1explores the structure of consumers' brand knowledge through factor analysis,and proposes a double-track driving mechanism for consumers' brand recognition.Study 2proposes four basic market segments based on brand recognition drivers through cluster analysis,and answered the consumer characteristics of different market segments.The results show that:Consumer brand knowledge has a two-dimensional structure of brand experience and brand expectation;consumer brand recognition has a double-track mechanism driven by brand experience and brand expectation;based on different driving mechanisms,the market can be divided into double-driving market,experience-driving market,expectation-driving market and zero-driving market.
Two studies are conducted from the perspective of consumers' brand effect drivers.Study 1explores the structure of consumers' brand knowledge through factor analysis,and proposes a double-track driving mechanism for consumers' brand recognition.Study 2proposes four basic market segments based on brand recognition drivers through cluster analysis,and answered the consumer characteristics of different market segments.The results show that:Consumer brand knowledge has a two-dimensional structure of brand experience and brand expectation;consumer brand recognition has a double-track mechanism driven by brand experience and brand expectation;based on different driving mechanisms,the market can be divided into double-driving market,experience-driving market,expectation-driving market and zero-driving market.
引文
[1]何佳讯.品牌与品牌化研究的取向、格局及趋势[J].品牌研究,2016(2):4-25.
[2]KELLER K L.Conceptualizing,Measuring and Managing Customer-Based Brand Equity[J].Journal of Marketing,1993,57(1):1-22.
[3]班杜拉A.思想和行动的社会基础:社会认知论[M].林颖,译.上海:华东师范大学出版社,2001.
[4]蒋廉雄,冯睿,朱辉煌,等.利用产品塑造品牌:品牌的产品意义及其理论发展[J].管理世界,2012(5):88-108.
[5]ROSA J A,PORAC J F,SPANJOL J,et al.Sociocognitive Dynamics in a Product Market[J].Journal of Marketing,1999,63(4):64-77.
[6]KELLER K L.Brand Synthesis:The Multidimensionality of Brand Knowledge[J].Journal of Consumer Research,2003,29(4):595-600.
[7]BRAKUS J J,SCHMITT B H,ZARANTONELLOL.Brand Experience:What Is It?How Is It Measured?Does It Affect Loyalty?[J].Journal of Marketing,2009,73(3):52-68.
[8]金玉芳,董大海,刘瑞明.消费者品牌信任机制建立及影响因素的实证研究[J].南开管理评论,2006,9(5):28-35.
[9]ZEITHAML V A.Consumer Perception of Price,Quality,and Value:A Means-End Model Synthesis of Evidence[J].Journal of Marketing,1998,52(1):2-22.
[10]SHARMA S,NIEDRIH R W,DOBBINS G.AFramework for Monitoring Customer Value:An Empirical Illustration[J].Industrial Marketing Management,1999,28(1):231-243.
[11]王海忠,于春玲,赵平.品牌资产的消费者模式与产品市场产出模式的关系[J].管理世界,2006(1):106-119.
[12]徐正良,古安伟.基于关系视角的品牌资产驱动模型研究[J].中国工业经济,2011(10):109-118.
[13]吴波,李冬进.基于刻板印象内容模型的品牌感知研究评介[J].外国经济与管理,2013,35(3):57-63.
[14]蒋廉雄,朱辉煌.品牌认知模式与品牌效应发生机制:超越“认知-属性”范式的理论建构[J].管理世界,2010(9):95-115.
[15]FISKE S T,CUDDY A J C,GLICK P.A Model of(often mixed)Stereotype Content:Competence and Warmth Respectively Follow from Perceived Status and Competition[J].Journal of Personality and Social Psychology,2002,82(6):878-902.
[16]SUJAN M.Consumer Knowledge:Effects on Evaluation Strategies Mediating Consumer Judgments[J].Journal of Consumer Research,1985,12(1):31-46.
[17]何佳讯.中国文化背景下品牌情感的结构及对中外品牌资产的影响效用[J].管理世界,2008(6):95-108.
[18]杜建刚,陈昱润.基于功能/象征要素的品牌资产评价研究[J].品牌研究,2017(3):11-18.
[19]王海忠,胡桂梅,欧阳建颖.时间导向的概念内涵及营销学术研究评析与前瞻[J].外国经济与管理,2017,39(5):3-18.
[20]黄希庭.心理学导论[M].北京:人民教育出版社,2007.
[21]WYER R S,STRULL T K.Category Accessibility:Some Theoretical and Empirical Issues Concerning the Processing of Social Stimulus Information[J].Social Cognition:The Ontario Symposium,1981,1(1):97-161.
[22]袁登华,罗嗣明,唐春燕,等.品牌信任的前因后果驱动机制研究[J].心理科学,2008,(6):1 334-1 338.
[23]WOLFE M B,PENNINGTON N.Memory and Judgment:Availability versus Explanation-Based Accounts[J].Memory and Cognition,2000,28(4):624-634.
[24]KOMATSU L.Recent Views Conceptual Structure[J].Psychology Bulletin,1992,112(3):500-526.
[25]魏屹东,管云波.知识表征的社会认识论意义[J].理论探索,2016(1):38-43.
[26]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报:哲学社会科学版,2006,38(3):100-106.
[27]PARK C W,SANDRA M,ROBER L.Evaluation of Brand Extensions:The Role of Product Feature[J].Journal of Consumer Research,1991,18(2):185-193.
[28]蒋廉雄,吴水龙.整体视角下的复合-层级品牌知识模型研究[J].管理学报,2014,11(5):720-732.
[29]王海忠.中国消费者品牌知识结构图及其营销管理内涵[J].财经问题研究,2006(12):59-66.
[30]FORNELL C,LAREKER D F.Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J].Journal of Marketing Research,1981,18(1):39-50.
[2]KELLER K L.Conceptualizing,Measuring and Managing Customer-Based Brand Equity[J].Journal of Marketing,1993,57(1):1-22.
[3]班杜拉A.思想和行动的社会基础:社会认知论[M].林颖,译.上海:华东师范大学出版社,2001.
[4]蒋廉雄,冯睿,朱辉煌,等.利用产品塑造品牌:品牌的产品意义及其理论发展[J].管理世界,2012(5):88-108.
[5]ROSA J A,PORAC J F,SPANJOL J,et al.Sociocognitive Dynamics in a Product Market[J].Journal of Marketing,1999,63(4):64-77.
[6]KELLER K L.Brand Synthesis:The Multidimensionality of Brand Knowledge[J].Journal of Consumer Research,2003,29(4):595-600.
[7]BRAKUS J J,SCHMITT B H,ZARANTONELLOL.Brand Experience:What Is It?How Is It Measured?Does It Affect Loyalty?[J].Journal of Marketing,2009,73(3):52-68.
[8]金玉芳,董大海,刘瑞明.消费者品牌信任机制建立及影响因素的实证研究[J].南开管理评论,2006,9(5):28-35.
[9]ZEITHAML V A.Consumer Perception of Price,Quality,and Value:A Means-End Model Synthesis of Evidence[J].Journal of Marketing,1998,52(1):2-22.
[10]SHARMA S,NIEDRIH R W,DOBBINS G.AFramework for Monitoring Customer Value:An Empirical Illustration[J].Industrial Marketing Management,1999,28(1):231-243.
[11]王海忠,于春玲,赵平.品牌资产的消费者模式与产品市场产出模式的关系[J].管理世界,2006(1):106-119.
[12]徐正良,古安伟.基于关系视角的品牌资产驱动模型研究[J].中国工业经济,2011(10):109-118.
[13]吴波,李冬进.基于刻板印象内容模型的品牌感知研究评介[J].外国经济与管理,2013,35(3):57-63.
[14]蒋廉雄,朱辉煌.品牌认知模式与品牌效应发生机制:超越“认知-属性”范式的理论建构[J].管理世界,2010(9):95-115.
[15]FISKE S T,CUDDY A J C,GLICK P.A Model of(often mixed)Stereotype Content:Competence and Warmth Respectively Follow from Perceived Status and Competition[J].Journal of Personality and Social Psychology,2002,82(6):878-902.
[16]SUJAN M.Consumer Knowledge:Effects on Evaluation Strategies Mediating Consumer Judgments[J].Journal of Consumer Research,1985,12(1):31-46.
[17]何佳讯.中国文化背景下品牌情感的结构及对中外品牌资产的影响效用[J].管理世界,2008(6):95-108.
[18]杜建刚,陈昱润.基于功能/象征要素的品牌资产评价研究[J].品牌研究,2017(3):11-18.
[19]王海忠,胡桂梅,欧阳建颖.时间导向的概念内涵及营销学术研究评析与前瞻[J].外国经济与管理,2017,39(5):3-18.
[20]黄希庭.心理学导论[M].北京:人民教育出版社,2007.
[21]WYER R S,STRULL T K.Category Accessibility:Some Theoretical and Empirical Issues Concerning the Processing of Social Stimulus Information[J].Social Cognition:The Ontario Symposium,1981,1(1):97-161.
[22]袁登华,罗嗣明,唐春燕,等.品牌信任的前因后果驱动机制研究[J].心理科学,2008,(6):1 334-1 338.
[23]WOLFE M B,PENNINGTON N.Memory and Judgment:Availability versus Explanation-Based Accounts[J].Memory and Cognition,2000,28(4):624-634.
[24]KOMATSU L.Recent Views Conceptual Structure[J].Psychology Bulletin,1992,112(3):500-526.
[25]魏屹东,管云波.知识表征的社会认识论意义[J].理论探索,2016(1):38-43.
[26]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报:哲学社会科学版,2006,38(3):100-106.
[27]PARK C W,SANDRA M,ROBER L.Evaluation of Brand Extensions:The Role of Product Feature[J].Journal of Consumer Research,1991,18(2):185-193.
[28]蒋廉雄,吴水龙.整体视角下的复合-层级品牌知识模型研究[J].管理学报,2014,11(5):720-732.
[29]王海忠.中国消费者品牌知识结构图及其营销管理内涵[J].财经问题研究,2006(12):59-66.
[30]FORNELL C,LAREKER D F.Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J].Journal of Marketing Research,1981,18(1):39-50.
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