消费者_品牌关系的影响因素_一项探索性研究

©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:1001-148X(2008)01-0001-07-:,(,100871):,-,,,-,-,-,-,:;;-:F01415:AAnAnalysisontheFactorsInfluencingConsumer-BrandRelationshipXIEYi,PENGSi-qing(GuanghuaSchoolofManagement,PekingUniversity,Beijing100871,China)Abstract:Thispaperprovidesacomprehensiveliteraturereviewoncustomer-brandrelationshipresearch.Toad2dressthelimitationsintheexistingresearchesontheoperatingmechanismofcustomer-brandrelationship,itdicussesfivefactorsinfluencingconsumer-brandrelationshipbyusinganopen-endedsurvey.Thepaperprovidesalistofcorporatebehaviorsthatmayenhanceordestroyconsumer-brandrelationship,andclassifiesthemaccordingtothefactorsofcorporatecapabilityandenterprisesocialaccountebility.Keywords:relationshiptheory;relationshipmarketing;consumer-brandrelationship:2007-04-08:(1981-),,,,:;(1965-),,,,::,:705720221983Berry,[1]MorganHunt(1994)[2],,,,,[3],Jackson(1985)[4]2090,,,,,,Palmer(1996),[5],,,,,Fournier(1998),BrandRelationshipQuality(BRQ),,©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[6],,,[7],,,,[8][9],-,--,()--,,,Olive(1999)[10],,[11],[12],,,/[13],,Fajer(1995)[14]Levinger(1983),Fournier(2001)[15],,,-:,,;,,,,,;,,-[16]()-,-,-,Keller(2001)(intensity)(activity),:(behavioralloyalty)(attitudinalattachment)(senseofcommunity)(activeengagement)[17]Gallup()Markinor(BrandRelationshipScore,BRS),,Aggarwal(2004)ClarkMills,:(exchangerelationship)(communalrelationship)[18],Fournier(1998)(BrandRelationshipQuality,BRQ),Fournier-,45,:(BRQ)-,Fournier(1998),,Fournier2001BRQ6,BRQ(Cronbach019),[19],BRQ,,Thorbjornsen,BreivikSupphellenBRQ-[20]-;,,(),BRQ,,,:BRQ22008/01©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(2003)[21],,,2003()[22],AakerFournier(2001)(),200412,[23]2006,(),[24],-(2006a),-(CBRQ)[25]-,FournierBRQ,,,(2006b),CBRQ[26],(-)(,-),,()--,,-,Blackston(1992),[27],Ag2garwal(2004)[28]Aaker,FournierBrasel(2004)BRQ[29],,(),,(2006)[30](FIRO),,:,,-,,-,,,,,--(),,-,,()(corporateassociations)[31],,(CA:corporateabilityassociations)(CSR:corporatesocialresponsibilityassociations)[32],-,,[33],-,-,-3369:-:©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.()65MBA,,:(1)-,(2)55-,MBA,,,-,65,5,60,(),-,,,,,-,()-5-:(1);(2);(3);(4);(5),95,(29,,)/(10)(10)(9)(8)(7)(7)(6)(6,,),,104,58(),22(),10/,6,2,(,)(),96,9(),3-1()---(),,,-1.(CA):(1)31,:(),,,,10,:,,,,(2):,,,,,20;(,),12;,,,,,(),7(3):,,,,,18;,,,,16(4),2742008/01©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(110)(9+20)(9)(10)(6)(4)/(10);(10);(9);(8);(7);(7);(6);(6);(4);(4);(3);(2);(2);(1);(1);(1)(114)(103)/(2+56)(18)(13)(10)(10)(3)/(1)(10+12)(12)/(10)(6)(2)(4);(3);(2);(1);(1)(39)(9);(6);(4);(4);(3);(3);(3);(2);(2);(2);(1)(9)(3)(5),,,,,26(6),,,,,17/(7),,,102.(CSR)(,),(,),,,,25,-1.(CA)(1):,,,,,,,18;,,,65369:-:©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(2):,,,,20;,,,,,,15;,,,,15;,,9;,7;,,6(3),,35(4),,,,28(5),(),,,16(6),,,,,13(7):,,,112.(CSR),,,(),,(),(),,,,,,,,48,MBA,-,,,-,-,,(,)(),--,-,,,-,:(1),,-(2),-(,),,(3),,,-(4)-,,-,(5),,-,,,,,-(6)-,,62008/01©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(7)-,:[1]BerryLL.Relationshipmarketinginemergingper2spectivesonservicesmarketing[M].L.Berry,G.L.Shostack,andG.D.Upah,eds.Chicago:A2mericanMarketingAssociation,1983,25-28.[2]MorganRM,HuntSD.Thecommitment-trusttheoryofrelationshipmarketing[J].JournalofMarketing,1994,58(3):20-38.[3]DeightonJ.Thefutureofinteractivemarketing[J].HarvardBusinessReview,1996,74(November-December):151-166.[4]JacksonBB.Winningandkeepingindustrialcus2tomers[M].Lexington,KY:LexingtonBooks,1985[5]PalmerAJ.Integratingbranddevelopmentandrela2tionshipmarketing[J].JournalofRetailingandConsumerServices,3(4):251-257.[6]FournierS.Consumerandtheirbrands:developingrelationshiptheoryinconsumerResearch[J].Jour2nalofConsumerResearch,1998,24(March):343-373.[7]BengtssonA.Towardsacritiqueofbrandrelation2ships[J].AdvancesinConsumerResearch,2003,30,154-158.[8].:[J].,2006,2(2):24-40.[9].CBRQ[J].,2006(8):100-108.[10]OliverR.Whenceconsumerloyalty?[J].JournalofMarketing,1999,63:33-44.[11]BelkRW,WallendorfMandSherryJF.Thesa2credandtheprofaneinconsumerbehavior:theodicyontheodyssey[J].JournalofConsumerResearch,1989,16(June):1-38.[12].[J].,2006(11).[13][6][14]FajerMT.Breakdownanddissolutionofperson-brandrelationships[J].AdvancesinConsumerRe2search,1995,22:663-667.[15]AakerJ,FournierSandBraselS.Chartingthede2velopmentofconsumer-brandrelationships[M].ResearchPaperSeries,GraduateSchoolofBusinessStanfordUniversity,2001.[16]FournierS,YaoJL.Revivingbrandloyalty:are2conceptualizationwithintheframeworkofconsumer-brandrelationships[J].InternationalJournalofResearchinMarketing,1997,14:451-472.[17]KellerKL.Buildingcustomer-basedbrandequi2ty[J].MarketingManagement,2001,10(Jul/Aug):14-19.[18]Ag