摘要
品牌对抗忠诚是指消费者通过反对竞争品牌的行为来表达对已选品牌的忠诚。消费者的反对行为包括反选择、负面推荐、引发对抗和积极保护四个方面,这对于已选品牌来说是资产,而对于竞争品牌而言却是负债,会直接影响各方利益相关者的经营绩效。特别是在社区环境下,品牌对抗忠诚从个体行为升级演变成群体行为,具有更大的影响力。鉴于此,越来越多的学者开始围绕品牌对抗忠诚展开研究,通过将消费者行为置于竞争者的参照框架之中,来探讨消费者、品牌与竞争品牌三者之间的关系,以求全面深入地探讨忠诚理论的内涵。本文较为系统地梳理了已有的相关文献,首先介绍了品牌对抗忠诚的概念内涵、维度与测量,然后归纳和总结了品牌对抗忠诚的引致因素和结果变量,最后提出了未来研究的发展方向,以期引起国内学者对品牌对抗忠诚研究的重视,并为企业实务工作者提供一定的营销启示。
Brand oppositional loyalty means that consumers express their brand loyalty by opposing those competing brands.Consumers＇ opposition behaviors include four aspects：anti-choice,negative referrals, initiate rivalries, and actively defensive.Brand oppositional loyalty is an asset for the chosen brand, but is a liability for a competing brand and has a direct impact on the business performance of stakeholders.Especially in the community environment, brand oppositional loyalty behavior upgrades from individual behavior to group behavior, which has a greater influence.Based on this, more and more scholars start research focusing on brand oppositional loyalty, and discuss the relationship among consumers, brands and competing brands through putting consumer behavior into the framework of reference for competitors, to interpret the connotation of loyalty theory in a more comprehensive and in-depth way.This paper systematically sorts out extant relevant literature, firstly introduces the definition, dimensions and measurement of brand oppositional loyalty, then summarizes antecedents and outcome variables, and finally discusses the directions for future research, to attract the attention from domestic scholars to brand oppositional loyalty and provide enlightenment for marketing practice to a certain extent.
出处
《外国经济与管理》
CSSCI
北大核心
2017年第2期114-128,共15页
Foreign Economics & Management
基金
国家社科基金重大项目(12&ZD050)
关键词
对抗忠诚
品牌忠诚
竞争品牌
brand oppositional loyalty
brand loyalty
competing brand
