行銷溝通與品牌忠誠：品牌關係的中介模型

Marketing Communication and Brand Loyalty: A Mediating Model of Consumer-Brand Relationship

黃延聰(Huang, Yen-Tsung) ； 沈欣宜(Shen, Shin-Yi)

《東海管理評論》 18卷1期 (2016/07) Pp. 49-97

摘要

行銷溝通（或行銷傳播）是企業建立品牌重要的方法之一，企業可以利用整合行銷溝通(Integrated Marketing Communication)建立品牌忠誠。從關係行銷的觀點來看，品牌忠誠是基於消費者與品牌之間的關係而發展出來。在探討行銷溝通對於品牌忠誠的影響上，過去研究較少探討消費者與品牌關係的中介角色。基於此研究缺口，本研究提出一個「行銷溝通－消費者與品牌關係－品牌忠誠」的中介模型，主張行銷溝通的互動性、訊息一致性、及個人化會藉由消費者與品牌之間的關係（親密、自我連結、品牌夥伴品質）對於品牌忠誠（行為忠誠、態度忠誠）產生影響。本研究以臺灣手機消費者做為研究對象，藉由問卷調查法蒐集301個臺灣手機消費者樣本，利用結構方程模式進行實證分析，研究結果發現：行銷溝通的互動性對於消費者與品牌之間的親密及自我連結有正向影響；行銷溝通訊息的一致性對於消費者與品牌之間的親密、自我連結及夥伴品質均有正向影響；行銷溝通的個人化對於自我連結有正向影響。而消費者與品牌之間的關係品質（親密、自我連結、品牌夥伴品質）對於品牌忠誠（行為忠誠、態度忠誠）也有顯著正向影響。整體而言，本研究實證結果顯示，在利用行銷溝通建立品牌忠誠的過程中，消費者與品牌間關係扮演中介的角色。

關鍵字

行銷溝通 ； 品牌關係品質 ； 品牌忠誠 ； 關係行銷

並列摘要

Marketing communication is an important method for building brand. From the perspective of relationship marketing, brand loyalty can be developed from the relationship between consumers and brand. Previous researches seldom investigated the mediating role of consumer-brand relation between marketing communication and brand loyalty. Based on this gap, this study proposes a mediating model of marketing communication-brand relationship quality-brand loyalty, which argues interactivity, message consistency, and personalization of marketing communication contribute to brand loyalty (behavioral and attitudinal loyalty) mediated by the relationship between consumers and brand (intimacy, self-connection and brand partner quality). This study takes Taiwanese mobile phone users as research subject, collects 301 valid samples by the questionnaire survey and analyzes with the structural equations modeling. The research results are as follows. The interactivity of marketing communication positively influences intimacy and self-connection; the message consistency of marketing communication positively affects intimacy, self-connection and brand partner quality; the personalization of marketing communication positively influences self-connection. The consumer-brand relationships (intimacy, self-connection and brand partner quality) result in brand loyalty of consumers. On the whole, this study empirically shows consumer-brand relationship play an important role during the process of forming brand loyalty by means of marketing communication.

並列關鍵字

Marketing communication ； Brand relationship quality ； Brand loyalty ； Relationship marketing

參考文獻

方世榮（2001），從關係管理的觀點探討整合行銷傳播，管理評論，二十卷四期：29-64。

方世榮、張文賢（2006），品牌關係之研究－前置因素、結果及干擾變項，朝陽商管評論，五卷二期：53-88。

Aaker, D. A., Building Strong Brands, New York: Free Press, 1996.

Aaker, J., Fournier, S. & Brasel, S. A. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(1), 1-16.

Algesheimer, R., Dholakia, U. & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69(3), 19-34.