了解品牌依恋在汽车奢侈品牌细分市场中的作用

IF 3 Q2 MANAGEMENT
Abílio Bragança Milheiro, Bruno Barbosa Sousa, Vasco Ribeiro Santos, Catarina Bragança Milheiro, Estela Vilhena
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引用次数: 0

摘要

汽车贸易是世界经济的主要驱动力之一,有助于提高各国在全球范围内的可持续性和竞争力。在企业对消费者(B2C)关系中,奢侈品细分市场是增长最为显著的市场,也是面临最大挑战的市场。品牌依恋指的是消费者与 "他们的 "品牌之间的认知和有效联系。本研究的核心目标是在汽车市场豪华车细分市场的特定背景下,分析、衡量和理解品牌依恋对消费者行为的影响。所提出的概念模型旨在强调和研究品牌依恋、满意度、承诺、信任、期望和忠诚度之间可能存在的联系,以及与本研究选定的品牌--豪华汽车品牌保时捷--之间的关联。所选方法以葡萄牙市场的案例研究为基础,并对葡萄牙的保时捷客户进行了问卷调查。通过实证数据获得的结果使我们得出这样的结论:与保时捷有更强的情感和情绪联系(强烈的品牌依恋)的受访者往往对该品牌更满意、更有信心,因此也更忠诚。这项研究对汽车行业营销和战略管理中的品牌依恋研究做出了重要贡献,尤其是在葡萄牙市场,并有助于确定最佳营销战略,促进富有成效的 B2C 关系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding the Role of Brand Attachment in the Automotive Luxury Brand Segment
The automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents the greatest challenges in the business-to-consumer (B2C) relationship. Brand Attachment refers to the cognitive and effective connection between consumers and “their” brands. The central objective of this research is to analyze, measure, and understand the impact of Brand Attachment on consumer behavior, in the specific context of the luxury segment of the automotive market. The conceptual model that is proposed seeks to highlight and study the possible connections and associations between Brand Attachment, satisfaction, commitment, trust, expectations, and loyalty with the brand selected for this study, the luxury automotive brand Porsche. The selected methodology was based on a case study based in the Portuguese market and the application of a questionnaire to customers of Porsche from Portugal. The results obtained through the empirical data allowed us to reach the conclusion that respondents who have a stronger affective and emotional connection with Porsche (intense level of Brand Attachment) tend to be those who are more satisfied and confident with the brand and are, consequently, more loyal. This study represents an important contribution to research on Brand Attachment in marketing and strategic management in the automotive sector, particularly in the Portuguese market, and supports the definition of the best marketing strategies to promote fruitful B2C relationships.
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来源期刊
CiteScore
4.80
自引率
10.00%
发文量
151
审稿时长
11 weeks
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