在新兴市场中，广告、分销强度和店铺形象在实现全球品牌忠诚度方面的作用

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2022-12-02 DOI:10.1108/imr-06-2021-0200

Leslie Lang, Abhishek Behl, Francisco Guzmán, V. Pereira, M. Del Giudice

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引用次数: 2

摘要

目的学者们对发达市场耐用消费品品牌忠诚度的重要性给予了相当大的关注。然而，没有研究调查广告力度、分销强度和商店形象对新兴市场快速消费品全球品牌忠诚度的同时影响。本研究旨在填补这一空白。设计/方法论/方法本研究采用了（1）既定的理论视角：品牌资产、营销组合和线索利用理论，（2）混合方法：一个焦点小组和两项调查，以及（3）对越南全球软饮料品牌的两个消费者样本（一个同质消费者和一个异质消费者）的结构方程建模。发现该研究揭示了所选营销组合要素与全球快消品的品牌忠诚度及其前因之间的显著和非显著关系。两个样本之间的这些关系略有不同。现有的比额表也与更合适的指标相协调。研究结果对现有的营销组合、品牌资产和GBL以及全球消费者文化方面的知识做出了重大贡献。创意/价值这是第一项调查广告力度、分销强度和商店形象对新兴市场中全球快速消费品品牌忠诚度及其影响因素的同时影响的研究。研究结果将帮助从业者制定合适的全球品牌战略，以管理全球品牌形象，并在新兴市场实现消费者忠诚度。

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The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

PurposeScholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.Design/methodology/approachThis study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.FindingsThe study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.Originality/valueThis is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.