【作者】 曲立中；

【导师】 唐玉生；

【作者基本信息】 广西大学 ， 企业管理， 2013， 硕士

【摘要】 在品牌关系成为营销领域研究焦点、本土化研究日益得到重视的背景下,本文以现代儒家缘文化为视角,研究了缘对品牌关系质量的影响。首先,借助文献查询法回顾了现代儒家缘文化中缘的内涵与应用,品牌关系的概念与类型,品牌关系质量的影响因素与衡量维度等方面的研究现状。其次,在文献综述的基础上,通过半开放式问卷调查,归纳出现代缘的内涵及影响因素、品牌关系质量的测量维度,探究了现代缘内涵的变迁和缘在品牌关系质量形成中的作用,并开发出现代缘及其视角下品牌关系质量的测量题项。再次,在已开发测量题项基础上,设计出初始的调查问卷并通过预调查进行修正,通过对正式问卷的分析提取出现代缘及其视角下品牌关系质量的因子,并据此构建缘对品牌关系质量影响的初始模型,提出相关的研究假设。最后,利用结构方程模型对初始模型进行拟合度评价和信效度的分析,修正了初始模型,确定各影响路径的系数,检验了相关假设。本文研究发现,缘是一种人与人之间基于双方共同具有的某一排他性的特征和由此特征造成的特殊认同感而产生的,无法归因于某些(种)具体或明显因素的难以解释的关系或联系。现代缘的主观能动性更强,宿命色彩日渐淡化,其形成和发展主要受多种主客观因素的影响。现代缘的影响因素可归结为“观念-兴趣”、“认知-背景”和“态度-时机”三个因子。缘在品牌关系质量的形成中起到一定的催化作用,基于缘的品牌关系质量的因子可归结为六个,即“承诺/依赖度”、“情感/关注度”、“熟悉/偏好度”、“信任/满意度”、“联结/匹配度”和“感知/亲和度”。由此构建出缘对品牌关系质量的影响模型,提出18个相应的假设,实证研究得出H9、H10、Hl1、H13、H14、H15、H16、H17和H18九个假设得到了验证,现代缘的“态度-时机”因子对品牌关系质量各因子的影响程度最大,路径系数均达到了 0.8左右。本文的研究结论对品牌管理理论和实践都有重要的借鉴价值。更多还原

【Abstract】 In the background that brand relationships become the focus of the field of marketing research,and localized research is receiving increasing attention,the thesis studies the impact on the Brand Relationship Quality generated by Yuan under the angle of the modern Confucian Yuan culture.First of all,the article recalls relevant theories and research about the meaning and application of Yuan in the modern Confucian Yuan culture,the concept and types of brand relationship,the influencing factors and measure dimensions of Brand Relationship Quality and other aspects at home and abroad.Secondly,on the basis of the literature review,this article sums to obtain the meaning and influencing factors of modern Yuan,and the measurement dimension of Brand Relationship Quality,studies the changing of connotation of modern Yuan and the role of Yuan in the formation process of Brand Relationship Quality through the half-open questionnaire survey,and develops the measurement items of modern Yuan and Brand Relationship Quality.Then,based on the measurement items that have been developed,the paper designs the initial questionnaire and corrects it through the pre-survey,extracts factors of the modern Yuan and Brand Relationship Quality through the analysis of the formal questionnaire,and according to these,the paper constructs the initial model on Yuan and Brand Relationship Quality and puts forward the research hypotheses.Finally,the article carries out the evaluation of goodness of fit and the reliability and validity analysis to the initial model with the Structural Equation Model,and fixes the initial model,determines the influencing path coefficient,tests the research hypotheses.This study found that,Yuan is a relationship or contact between people which is generated based on the special sense of identity caused from the exclusive features shared by both sides,which is can not be attributed to some specific or obvious factors and difficult to explain.The modern Yuan has more subjective initiative,and its fatalistic colors gradually fade out,its formation and development are mainly affected by a number of objective and subjective factors.The influencing factors of modern Yuan can be attributed to three factors,they are "concept-interest","cognitive-background" and "attitude-timing".Yuan plays a catalytic role in the formation of Brand Relationship Quality,the Yuan-based Brand Relationship Quality can be attributed to six factors,they are"commitment/dependence","emotional/concems","familiar/preferences","trust/satisfaction","links/match" and "perception/affinity".Accordingly,the paper builds a theoretical model,proposes 18 hypotheses,through empirical research,it shows that hypotheses H9,H10,H11,H13,H14,H15,H16,H17 and H18 have been validated,the "attitude-timing" factor of the modern Yuan has the greatest influence on all the factors of Brand Relationship Quality,and their path coefficients all have reached about 0.8.The conclusions of this study are all have important reference value on both brand management theory and brand management practice.更多还原