感知质量和顾客自我不一致对顾客-品牌不认同的影响

IF 1.8 Q3 BUSINESS
Jose L. Saavedra Torres, Ashok Bhattarai, Monika Rawal, Bhaskar Upadhyaya Subedi
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引用次数: 0

摘要

以往对顾客-品牌关系的研究发现,品牌不认同是顾客反对品牌的原因之一。然而,对品牌不认同的成因并不是很清楚。结合平衡理论,本研究认为自我不一致和品牌正面/负面情绪与品牌失认有关。以292个观察样本为样本,运用结构方程模型(SEM),发现自我不一致性是顾客品牌不认同(CBD)的主要驱动力。同样,感知质量被发现与低水平的自我不一致的CBD有关。根据我们的调查提示,要求受访者考虑他们以前购买和使用过的品牌,但由于不再符合他们目前的身份而不再使用,我们的数据分析表明,CBD的过程是随着时间的推移而发生的。此外,我们发现CBD不仅与负面情绪有关,也包含积极情绪。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Role of Perceived Quality and Customer Self-Incongruence on Customer-Brand Disidentification
Previous research in customer-brand relationships has found brand disidentification as one of the reasons for customers turning against brands. However, there is not much clarity on the antecedents of brand disidentification. Aligning with the balance theory, this research argues that self-incongruence and positive/negative emotions with the brand are related to brand disidentification. Taking the sample of 292 observations and using structural equation modeling (SEM), it was found that self-incongruence is the main driver of customer-brand disidentification (CBD). Similarly, perceived quality was found to be related to CBD for low level of self-incongruence. Based on our survey prompt, which asked respondents to consider brands that they have previously purchased and utilized but no longer use because they no longer align with their current identity, our data analysis suggests that the process of CBD occurs over time. Additionally, we find that CBD is not only associated with negative emotions but also encompasses positive emotions.
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来源期刊
CiteScore
3.00
自引率
12.50%
发文量
27
审稿时长
40 weeks
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