一个巴掌拍不响:中国年轻消费者对全球智能手机品牌的看法

IF 3.5 Q2 BUSINESS
Honglei Yu, Deli Yang, Carol Y. Yoder, Maho (Mahmut) Sonmez
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引用次数: 0

摘要

本文旨在研究品牌所有者和用户如何通过三个目标来增强品牌联系。首先,品牌所有者对品牌的关注、频繁创新和差异化的努力增强了用户与品牌的联系。其次,品牌用户对品牌声誉、价值和服务质量的知识和经验的能力(BUC)提高了品牌联系。第三,京东方显著增强了BUC。本研究提出了一个具有新概念的综合模型,并在2135名使用全球智能手机品牌的中国年轻消费者中进行了测试。结果来自结构方程建模和利益相关者之间以及智能手机品牌之间的比较。研究结果表明京东方和北汽在提升品牌联系方面具有同等显著的效果。京东方对北汽的影响也明显强于品牌纽带。2015年和2018年的时间对比证实了智能手机世界不断变化的现实。在品牌对比方面,年轻消费者认为iPhone在品牌纽带上有别于华为和三星的竞争对手京东方和北汽。然而,这些品牌在京东方对BUC的影响方面没有显着差异。研究局限性/意义请参见结论和讨论部分的详细内容。实际意义请参见结论和讨论。社会影响详见结论和讨论部分。原创性/价值本研究引入了一个经过验证的模型,该模型基于中国年轻消费者感知的全球智能手机行业的新概念。研究结果表明,品牌纽带的建立需要品牌所有者和用户的共同努力,但品牌所有者对BUC的作用更为显著。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands
Purpose This paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances users’ bond with the brand. Second, brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality improves brand bond. Third, BOE significantly enhances BUC. Design/methodology/approach This study proposed an integrative model with new concepts and tested it with 2,135 young Chinese consumers using global smartphone brands. Results are drawn from structural equation modeling and comparisons between stakeholders and among smartphone brands. Findings The results show that BOE and BUC are significant and equally effective at enhancing brand bond. BOE also shows a significantly stronger effect on BUC than on brand bond. The temporal comparison between 2015 and 2018 confirms the changing reality of the smartphone world. As for brand comparison, young consumers perceive that iPhone differentiates itself from Huawei and Samsung rivals in terms of BOE and BUC on brand bond. However, none of these brands show significant differences in terms of BOE effect on BUC. Research limitations/implications Please see detail in the Conclusion and Discussions. Practical implications Please see detail in the Conclusion and Discussions. Social implications Please see detail in the Conclusion and Discussions. Originality/value This study introduced a validated model with new concepts based on the global smartphone industry, perceived by young Chinese consumers. The results prove that it takes both the owners and users together to contribute to the brand bond, but brand owners’ role on BUC is more significant.
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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