An empirical study of brand concept recall as a predictor of brand loyalty for Dyson
An empirical study of brand concept recall as a predictor of brand loyalty for Dyson
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品牌概念回忆作为戴森品牌忠诚度预测指标的实证研究
DOI：
10.1007/978-3-031-04126-6_7
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发表时间：
2022
期刊：
影响因子：
--
通讯作者：
Takumi Kato
中科院分区：
文献类型：
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作者：
Yoshizawa Daisuke;Nakamoto Yuya;and Kagawa Shigemi;Takumi Kato
品牌忠诚度因素通常由产品/服务特征（如设计和可用性）来解释。然而，消费者可能会被表面的功能和设计所吸引，但当另一家公司的产品/服务具有更高的功能和更时尚的设计时，他们很容易转换品牌。如果消费者对一个品牌保持忠诚，那是因为他们理解，同情和重视品牌的概念。因此，本研究假设，消费者回忆品牌概念更有可能表现出忠诚度比消费者回忆特定功能，如设计。根据对日本市场上使用戴森吸尘器的消费者进行的在线调查结果，使用结构方程模型对品牌忠诚度的因素进行了评估。因此，该设计没有明显的效果，通常声称在该品牌中得到了高度评价。相比之下，在这项研究中声称的品牌概念被证实有显着的积极影响。企业首先应该重申品牌理念的重要性。还有很多产品/服务品牌，功能和设计都有配备，而品牌概念仍然模糊不清。因此，在品牌管理中应重视概念回忆指数。
Brand loyalty factors are generally explained by product/service features like design and usability. However, consumers may be attracted to superficial functionality and design, but easily switch brands when another company’s product/service with higher functionality and a more fashionable design appears. If a consumer remains loyal to a brand, it is because they understand, sympathize with, and value the brand’s concept. Accordingly, the present study hypothesized that consumers who recall a brand concept are more likely to exhibit loyalty than consumers who recall specific features, such as design. From the results of an online survey of consumers with Dyson vacuum cleaners in the Japanese market, the factors of brand loyalty were evaluated using structural equation modeling. As a result, no significant effect was confirmed for the design, which is generally claimed to be highly evaluated in this brand. In contrast, the brand concept claimed in this study was confirmed to have a significant positive effect. Companies should first reaffirm the importance of brand concepts. There are still many product/service brands that are equipped with functions and designs, while the brand concept remains ambiguous. Hence, the concept recall index should be emphasized in brand management.