口碑与广告的正效度与强度对啤酒品牌资产与购买意愿形成的影响

IF 3.6 Q2 BUSINESS
Edward Shih-Tse Wang, Jia-Yi Lin, Yu-Ting Liao
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引用次数: 0

摘要

【摘要】品牌传播活动和品牌资产影响购买意愿;然而,很少有研究调查品牌传播活动的效价和强度对品牌资产和购买意愿的影响。本研究旨在探讨啤酒市场中品牌传播活动的强度、效价(或态度)对品牌认知、品牌形象和购买意愿的影响。采用方便抽样法收集啤酒消费者数据,共收集有效数据433人。数据分析采用结构方程模型。品牌意识、品牌形象与购买意愿正相关,其中品牌形象与购买意愿的关联性更强。口碑的强度、效价、广告态度与品牌形象有显著的相关性,其中广告态度与品牌形象的相关性更强。最后,广告强度和广告态度与品牌知名度相关,而口碑传播强度与品牌知名度无关。关键词:口碑广告强度价值品牌资产披露声明作者未发现潜在的利益冲突。伦理批准声明调查的所有参与者都被充分告知研究的目的,并被告知所收集的回答的机密性和匿名性。匿名化是为了防止研究结果与任何个人联系在一起。根据标准的社会经济研究,除了保持参与者的匿名性外,不涉及伦理问题。其他信息资金作者报告没有与本文所述工作相关的资金。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Effects of Positive Valence and Intensity of Word-Of-Mouth and Advertising on Forming Beer Brand Equity and Purchase Intentions
ABSTRACTBrand communication activities and brand equity influence purchase intention; however, few studies have investigated the effects of the valence and intensity of brand communication activities on brand equity and purchase intention. The present study investigated how the intensity and valence (or attitude) of brand communication activities influenced brand awareness, brand image, and purchase intention in the beer market. Convenience sampling was used to collect beer consumer data, and valid data from 433 individuals were gathered. Data were analyzed using structural equation modeling. Brand awareness and brand image were positively correlated with purchase intention, with brand image having the stronger association of the two. Furthermore, the intensity and valence of WOM and advertising attitude were associated with brand image, with advertising attitude having the stronger association of the three. Finally, advertising intensity and advertising attitude but not WOM intensity were associated with brand awareness.KEYWORDS: Word-of-mouthadvertisingintensityvalencebrand equity Disclosure statementNo potential conflict of interest was reported by the author(s).Ethics approval statementAll the participants in the survey were fully informed about the aims of the research and they were informed of the confidentiality and anonymity of the collected responses. The anonymization was done to prevent the study results being linked to any individual. According to standard socio-economic studies, no ethical concerns are involved other than preserving the participants’ anonymity.Additional informationFundingThe author(s) reported there is no funding associated with the work featured in this article.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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