Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features
Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features
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DOI：
10.1057/s41270-021-00115-w
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发表时间：
2021-06-09
影响因子：
3
通讯作者：
Kato T
中科院分区：
文献类型：
--
作者：
Kato T
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，他们很容易切换品牌。如果消费者对一个品牌保持忠诚，那是因为他们理解、同情并重视这个品牌的理念。然而，很少有研究将品牌概念作为忠诚度的影响因素。因此，本研究验证了品牌概念对再购买意愿的影响。通过对日本Apple MacBook Pro、Dyson Big Ball、Nintendo Switch、Facebook、星巴克和东京迪士尼度假区用户的多元回归分析，第一个假设得到了支持——当被问及品牌吸引力时，回忆品牌概念的消费者比回忆特定功能的消费者更有可能有再购买意愿。此外，Fisher的精确检验支持了第二个假设，即高忠诚度的消费者即使经常使用一个品牌，并把这个概念作为品牌的吸引力，也保持着高水平的解释，这与解释水平理论相反。通过引入品牌忠诚度的观点，揭示了解释水平理论不符合的条件。本研究鼓励重申品牌概念的重要性，并建议概念回忆指数有效地利用管理资源。
Consumers may be attracted to superficial functionality and design, but they may easily switch brands when another company’s product/service with higher functionality and a more fashionable design appears. If consumers remain loyal to a brand, it is because they understand, sympathize with, and value the brand’s concept. However, few studies have focused on brand concept as a factor of loyalty. Therefore, this study verified the influence of the brand concept on repurchase intention. Through multiple regression analysis of Apple MacBook Pro, Dyson Big Ball, Nintendo Switch, Facebook, Starbucks, and Tokyo Disney Resort users in Japan, the first hypothesis—consumers who recall a brand concept are more likely to have repurchase intention than those who recall specific features when asked about brand attractiveness—was supported. Furthermore, Fisher’s exact test supported a second hypothesis—consumers with high loyalty maintain high-level construal, even if they use a brand frequently and recall the concept as the brand’s attractiveness, contrary to construal level theory. By introducing the viewpoint of brand loyalty, the conditions under which construal level theory does not conform were shown. The present study encourages reaffirmation of the importance of brand concept and suggests the concept recall index to effectively use management resources.