品牌联合对主品牌忠诚度的溢出效应研究.docx

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品牌联合对主品牌忠诚度的溢出效应研究

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柴寿升庄晓程

[摘要]品牌联合战略可为企业效益带来短期快速提升，因此，有必要对品牌联合效应及其后续作用机制进行研究。在Simonin和Ruth模型的基础上，引入消费者体验变量，将其与联合匹配度作为前置变量，联合前后主品牌忠诚度的变化作为溢出效应的测量指标，构建品牌联合评价的理论模型。选择优衣库为研究主品牌，对它与合作品牌KAWS和精灵宝可梦的真实联合进行实证分析，探讨品牌联合的溢出效应通过品牌联合评价对主品牌忠诚度的影响。结果表明：联合匹配度（产品匹配度、品牌匹配度）、消费者体验、联合前主品牌忠诚度对品牌联合评价产生显著正向影响;品牌联合评价对联合后主品牌忠诚度产生显著正向影响，起中介作用;经过品牌联合，主品牌忠诚度产生显著的负面溢出效应。

[关键词]品牌联合;品牌忠诚度;溢出效应;消费者体验;联合匹配度

[]F272[]A[]1671-8372（2021）02-0044-09

Thespillovereffectofbrandallianceonmainbrandloyalty

—fromtheperspectiveofthedegreeofjointmatchingandtheimpactofconsumerexperience

CHAIShou-sheng，ZHUANGXiao-cheng

（CollegeofManagement，OceanUniversityofChina，Qingdao266100，China）

Abstract：Brandjointstrategycanbringshort-termandrapidimprovementtoenterprisebenefits.Therefore，itisnecessarytostudythebrandallianceeffectanditssubsequentmechanism.?BasedonthemodelofSimoninandRuth，atheoreticalmodelofbrandjointevaluationwasconstructedbyintroducingthevariableofconsumerexperience，makingitandthejointmatchingdegreeasthefrontvariables，andjoiningthechangeofbackandforemainbrandloyaltyasthemeasurementindexofthespillovereffect.ThisstudyselectsUNIQLOasthemainbrand，conductsanempiricallyanalysisonitsrealcombinationwiththecooperativebrandsKAWSandPokemonGo，anddiscussestheinfluenceofthespillovereffectofbrandassociationontheloyaltyofmainbrandthroughbrandassociationevaluation.Theresultsshowthatjointmatchingdegree（productmatchingdegree，brandmatchingdegree），consumerexperience，themainbrandloyaltybeforethejointhasasignificantpositiveimpactonthebrandjointevaluation;brandjointevaluationhasasignificantpositiveeffectontheloyaltyofthemainbrandafterthejoint，whichplaysamediatingrole;throughbrandassociation，themainbrandloyaltyhassignificantnegativespillovereffect.

Keywords：co-branding;brandloyaltydegree;spillover