| 从品牌社群认同到品牌忠诚的形成路径研究——中介与调节效应检验 |
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| 引用本文： | 周志民,郑雅琴.从品牌社群认同到品牌忠诚的形成路径研究——中介与调节效应检验[J].深圳大学学报(人文社会科学版),2011,28(6):84-90. |
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| 作者姓名： | 周志民 郑雅琴 |
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| 作者单位： | 深圳大学管理学院,广东深圳,518060 |
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| 基金项目： | 国家自然科学基金青年科学基金项目 |
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| 摘 要： | 现有文献已指出品牌社群认同会促进品牌忠诚,但二者之间的中介和调节机制尚未探讨。基于类别化和关系化理论,我们提出从品牌社群认同到品牌忠诚的两条间接路径,以及品牌认同和品牌社群承诺的中介作用;基于学习迁移理论,提出感知社群—品牌相似度的调节效应。偏最小二乘法(PLS)的实证结果表明:品牌社群承诺和品牌认同在品牌社群认同和品牌忠诚之间均起到完全中介作用,感知社群—品牌相似度在品牌社群认同与品牌认同之间起到调节作用,而在品牌社群承诺与品牌忠诚之间没有调节作用。研究结论完善了品牌社群理论,并对企业的品牌社群营销有指导意义。
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| 关 键 词： | 品牌社群认同 品牌忠诚 中介效应 调节效应 |
From Brand Community Identification to Brand Loyalty: A Study on Mediating and Moderating Effects |
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| ZHOU Zhi-min,ZHENG Ya-qin.From Brand Community Identification to Brand Loyalty: A Study on Mediating and Moderating Effects[J].Journal of Shenzhen University(Humanities & Social Sciences),2011,28(6):84-90. |
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| Authors: | ZHOU Zhi-min ZHENG Ya-qin |
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| Institution: | ZHOU Zhi-min,ZHENG Ya-qin(College of Management,Shenzhen University,Shenzhen,Guangdong 518060,China) |
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| Abstract: | Most present studies point out that brand community identification will lead to brand loyalty,but the mediating and moderating mechanism between the two have not been sufficiently explored.Based on the theory of categorization and guanxilization,this study discusses two indirect paths from brand community identification to brand loyalty,and mediating effects of brand identification and brand community commitment;relying on the Learning Transfer Theory,this article explores the moderating effects of perceive... |
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| Keywords: | brand Community identification brand loyalty mediating effects moderating effects |
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