{"title":"品牌的品牌忠诚度和多样性的寻求","authors":"A. Koschmann","doi":"10.2139/ssrn.2973636","DOIUrl":null,"url":null,"abstract":"Brand managers are concerned with maintaining customer relationships through brand loyalty. Previous research has shown that customer loyalty is fairly prevalent in the face of competitors (Koschmann and Sheth 2016a) and even when the choice is sibling brands (i.e., a ‘branded house’ in which branded variants share the same core brand name: Koschmann and Sheth 2016b). Given the focus on brand equity – while also appealing to differing consumer segments – the company may launch differently named brands within the same category so as to not diminish any existing brand equity (i.e., a ‘house of brands’). This research examines whether the use of multiple brands maintains consumer loyalty or encourages variety-seeking across brands. Using household panel data of five brands – all owned by the same parent company – in a commonly purchased consumer good (laundry detergent) over a two-year period, the results show that switching rates vary by brand from 41.8% to 90.7% in the next shopping occasion. Furthermore, switching rates are asymmetric: any switching from another brand is most likely to go towards one brand in particular (Tide). The research concludes with implications for managers and academics alike.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2017-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Brand Loyalty and Variety-Seeking within a House of Brands\",\"authors\":\"A. Koschmann\",\"doi\":\"10.2139/ssrn.2973636\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Brand managers are concerned with maintaining customer relationships through brand loyalty. Previous research has shown that customer loyalty is fairly prevalent in the face of competitors (Koschmann and Sheth 2016a) and even when the choice is sibling brands (i.e., a ‘branded house’ in which branded variants share the same core brand name: Koschmann and Sheth 2016b). Given the focus on brand equity – while also appealing to differing consumer segments – the company may launch differently named brands within the same category so as to not diminish any existing brand equity (i.e., a ‘house of brands’). This research examines whether the use of multiple brands maintains consumer loyalty or encourages variety-seeking across brands. Using household panel data of five brands – all owned by the same parent company – in a commonly purchased consumer good (laundry detergent) over a two-year period, the results show that switching rates vary by brand from 41.8% to 90.7% in the next shopping occasion. Furthermore, switching rates are asymmetric: any switching from another brand is most likely to go towards one brand in particular (Tide). The research concludes with implications for managers and academics alike.\",\"PeriodicalId\":269853,\"journal\":{\"name\":\"MKTG: Branding & Brand Management (Topic)\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2017-05-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"MKTG: Branding & Brand Management (Topic)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2139/ssrn.2973636\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"MKTG: Branding & Brand Management (Topic)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.2973636","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
品牌经理关心的是通过品牌忠诚度来维持客户关系。之前的研究表明,面对竞争对手时,顾客忠诚度相当普遍(Koschmann and Sheth 2016a),即使选择的是兄弟品牌(即,一个“品牌屋”的品牌变体共享相同的核心品牌名称:Koschmann and Sheth 2016b)。考虑到对品牌资产的关注——同时也吸引不同的消费者群体——公司可能会在同一类别中推出不同名称的品牌,以不减少任何现有的品牌资产(即“品牌之家”)。本研究考察了使用多个品牌是否能维持消费者的忠诚度或鼓励跨品牌的多样性寻求。使用同一母公司拥有的五个品牌的家庭面板数据,在两年的时间内购买一种常用消费品(洗衣粉),结果显示,在下一次购物场合,不同品牌的转换率从41.8%到90.7%不等。此外,换手率是不对称的:任何从另一个品牌换手的人最有可能转向一个特定的品牌(汰渍)。这项研究的结论对管理者和学者都有启示。
Brand Loyalty and Variety-Seeking within a House of Brands
Brand managers are concerned with maintaining customer relationships through brand loyalty. Previous research has shown that customer loyalty is fairly prevalent in the face of competitors (Koschmann and Sheth 2016a) and even when the choice is sibling brands (i.e., a ‘branded house’ in which branded variants share the same core brand name: Koschmann and Sheth 2016b). Given the focus on brand equity – while also appealing to differing consumer segments – the company may launch differently named brands within the same category so as to not diminish any existing brand equity (i.e., a ‘house of brands’). This research examines whether the use of multiple brands maintains consumer loyalty or encourages variety-seeking across brands. Using household panel data of five brands – all owned by the same parent company – in a commonly purchased consumer good (laundry detergent) over a two-year period, the results show that switching rates vary by brand from 41.8% to 90.7% in the next shopping occasion. Furthermore, switching rates are asymmetric: any switching from another brand is most likely to go towards one brand in particular (Tide). The research concludes with implications for managers and academics alike.