Contribution of concept recall to brand loyalty: An empirical analysis of design and performance
Contribution of concept recall to brand loyalty: An empirical analysis of design and performance
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DOI：
10.1002/cb.1983
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发表时间：
2021-08
影响因子：
4.3
通讯作者：
Takumi Kato
中科院分区：
文献类型：
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作者：
Takumi Kato
随着工业技术的进步，竞争力的来源已从性能和耐用性等功能价值转向设计和舒适性等情感价值。为了创造情感价值，品牌的概念应该始终如一地体现在产品或服务中，以增强其吸引力。在产品和服务的品牌管理中，虽然性能和设计被调查为重购或推荐意向的因素，但这一概念仍然没有得到使用。本研究假设“考虑到产品/服务的再购买意愿背后的原因，回忆产品概念的消费者比回忆产品设计和性能等具体特征的消费者更有可能再购买。目标产品包括苹果MacBook Pro、戴森Canister吸尘器和任天堂Switch，服务包括Facebook、星巴克和迪士尼。多元回归结果显示，概念的贡献大于设计、舒适性、性能、价格和口碑。因此，所提出的假设得到支持。作为一个实际的含义，一个新的指标称为概念回忆可以作为一个因素的品牌忠诚度在品牌管理。虽然该指数很简单，但很少有研究声称该指标具有科学依据。同理心，沿着概念，在获得消费者品牌忠诚度方面至关重要;设计/UX只是体现概念的一种手段。拟议的指数应成为决策的基础，而不应成为“达到目的的手段”。
With industries becoming technologically advanced, the source of competitiveness has shifted from a functional value, such as performance and durability, to an emotional value, such as design and comfort. To create an emotional value, the concept of a brand should be consistently embodied in a product or service to enhance its appeal. In the brand management of products and services, although performance and design are surveyed as factors of the repurchase or recommendation intention, the concept remains unused. This study hypothesized that “considering reasons behind the repurchase intention of products/services, consumers who recall the concept of the product are more likely to repurchase than consumers who recall the specific characteristics, such as design and performance.” The target products included Apple MacBook Pro, Dyson Canister Vacuum Cleaner, and Nintendo Switch, and services included Facebook, Starbucks, and Disney. The multiple regression results show that concept contributed more than design, comfort, performance, price, and word of mouth. Therefore, the proposed hypothesis was supported. As a practical implication, a new index known as concept recall can be adopted as a factor of brand loyalty in brand management. Although the index is simple, few studies have claimed the effectiveness of the indicator based on scientific grounds. Empathy, along with the concept, is paramount in acquiring consumer brand loyalty; design/UX is merely a means to embody the concept. The proposed index should be the basis of decision‐making and should not turn into “a means to an end.”