联系我们

论文查询结果	返回搜索

论文编号：	13183
作者编号：	2120192880
上传时间：	2022/6/7 10:45:54
中文题目：	品牌联合紧密度对购买意愿影响研究——以联合产品感知价值为中介
英文题目：	Research on the Influence of Co-branding Closeness on Purchase Intention through Perceived Value of Joint Products as Mediator
指导老师：	李桂华
中文关键字：	品牌联合紧密度；感知价值；感知质量；感知独特性；购买意愿；品牌熟悉度
英文关键字：	Co-branding Closeness; Perceived Value; Perceived Quality; Perceived Uniqueness; Purchase Intention; Brand Familiarity
中文摘要：	面对激烈的市场竞争，比起孤军奋战，更多企业选择与其他品牌相互借势，实行品牌联合战略，通过企业双方共同投入资源，联合经营实现商业共赢。这也使得品牌联合在零售、餐饮、科技、制造、互联网等多个行业得以实践和发展，成为企业营销战略中的不二之选。以往经典案例中，可口可乐通过与太平鸟、KITH、Free shop 等品牌跨界合作，成功将“可口可乐”打造成超级品牌。通过在生产环节引入英特尔这样的知名品牌，电脑制造商联想迅速在市场上打开局面，形成差异化竞争。其中，品牌联合随着企业双方资源投入的增加，从简单的联合促销到联合生产，联合企业的关系紧密度逐渐加深。 基于以上背景，本研究探究品牌联合紧密度对消费者购买意愿的影响，并引入消费者联合产品感知价值（包括感知质量和感知独特性）作为在品牌联合紧密度对消费者购买意愿影响间的中介变量；合伙企业属性中的品牌熟悉度作为在品牌联合紧密度对联合产品感知价值（感知质量和感知独特性）影响间调节变量。研究设置 2（高品牌联合紧密度 vs.低品牌联合紧密度）x2（高品牌熟悉度 vs.低品牌熟悉度）的调研情景，通过问卷测量不同情景下消费者的联合产品感知价值和购买意愿。针对调研数据，本研究利用描述性分析了解样本基本情况；再基于 SPSS21.0 和 Amos26.0 进行可靠性检验和验证性因子分析，检验量表信效度；最后再基于 SPSS21.0 和 Amos S26.0 进行主效应检验和有调节的中介作用检验。 分析结果表明：（1）品牌联合紧密度正向影响消费者购买意愿，即品牌联合紧密度越高，消费者购买意愿越高；（2）联合产品感知价值包括联合产品感知质量和联合产品感知独特性，在品牌联合紧密度对消费者购买意愿影响间有中介作用；（3）相较于低品牌熟悉度，在高品牌熟悉度下，品牌联合紧密度对联合产品感知独特性的影响更加显著，此外，无论在何种水平的品牌熟悉度下，品牌联合紧密度对联合产品感知质量的影响程度无差异。
英文摘要：	In the face of fierce market competition, the brand co-branding strategy allows companies to leverage on each other's strengths with other brands to achieve a win-win situation. This enables brand co-branding to be practiced and developed in retail, catering, technology, manufacturing, and Internet industries. The best choice in corporate marketing strategy. In the past classic cases, Coca-Cola successfully built "Coca-Cola" into a super brand through cross-border cooperation with brands such as Peacebird, KITH, and Free Shop. By introducing well-known brands like Intel in the production process, computer manufacturer Lenovo quickly opened up the market and formed differentiated competition. Among them, as the resource input of both companies increases, from simple joint sales promotion to joint production, the brand alliance has gradually deepened the relationship between the joint enterprises. Based on the above background, this study explores the impact of co-branding closeness on consumers’ purchase intentions, and introduces the perceived value of consumer co-products (including perceived quality and perceived uniqueness) as a measure of the impact of co-branding closeness on consumers’ purchase intentions. Mediating variable; brand familiarity in the attributes of partnerships is used as a moderating variable between the impact of co-branding closeness on the perceived value (perceived quality and perceived uniqueness) of the joint product. Research setting 2 (high co-branding closeness vs. low co-branding closeness) x2 (high brand familiarity vs. low brand familiarity) survey scenario, through questionnaires to measure consumers' perceived value and purchase intention of joint products under different scenarios . According to the survey data, this study uses descriptive analysis to understand the basic situation of the sample; then based on SPSS21.0 and Amos26.0 to conduct reliability testing and confirmatory factor analysis to test the reliability and validity of the scale; and finally based on SPSS21.0 and Amos S26. 0 Perform main effects test and moderated mediation test. The analysis results show that: (1) The co-branding closeness positively affects consumers’ purchase intention, that is, the higher the co-branding closeness degree, the higher the consumer’s willingness to buy; (2) The perceived value of joint products includes joint product perception quality and joint product perception Uniqueness plays an intermediary role in the influence of co-branding closeness on consumers’ purchase intention; (3) Compared with low brand familiarity, under high brand familiarity, co-branding closeness has more influence on the perception of uniqueness of joint products Significantly, in addition, regardless of the level of brand familiarity, there is no difference in the degree of impact of co-branding closeness on the perceived quality of co-products.
查看全文：	预览  下载(下载需要进行登录)