摘要
品牌体验将企业品牌与顾客体验加以融合,既是过去十年来消费者研究领域最有前景的一个概念,也是企业营销管理实践最为重要的一项内容。系统梳理国内外品牌体验主要研究成果,从品牌体验内涵、划分维度、影响机制三方面入手展现品牌体验理论研究概貌,有助于推动对品牌体验概念的全面认知。从品牌体验的内涵看,相关研究认为,品牌体验贯穿于消费者与品牌接触的各个环节,是由品牌本身或品牌相关刺激物所引发的消费者的主观性、情感性、个性化反应。品牌体验与顾客体验、产品体验、购买和服务体验、消费体验四个概念既有联系又有区别,其中品牌体验与顾客体验、产品体验、购买和服务体验相比其概念内涵更广,与消费体验相比因界定视角不同,其从属关系很难区分。从品牌体验的划分维度看,相关研究由于视角、背景、目的不同,其对品牌体验的划分维度可分为二维、三维、四维、五维等几种。从品牌体验的影响机制看,相关研究基本遵循“品牌体验前因变量品牌体验形成品牌体验结果变量”的过程机制。而考虑到国内品牌体验方面理论研究较少的现实,为更好地在中国本土情境下指导企业实践,未来应加强适用于不同情境的品牌体验量表的研究,加强对品牌体验形成和影响机制中调节变量的研究,加强对品牌体验前因变量负面反应和结果变量累积效应的研究。
Brand experience integrates enterprise brand with customer experience,which is one of the most promising concepts among consumer research over the past ten years and one of the most important contents during marketing management practice of enterprises.Through sorting domestic and foreign literature related to brand experience,the author aims to promote cognition about concept of brand experience.From the connotation of brand experience,related research shows that brand experience is related to all the links in which the consumers contacting with brand;and it is the consumers’subjective,emotional and individual reaction aroused by the brand or its related stimulus.There are both relations and differences among brand experience,customer experience,product experience,purchase and service experience,and consumption experience.From the dimension of how to divide brand experience,because of differences in terms of angle,background,and purpose,there are different kinds of that,such as two dimensions,there dimensions,four dimensions,and five dimensions.From the influencing mechanism,the process mechanism of related research is“antecedent variables forming outcome variables”.While considering the not enough related theoretical research,to better provide guidance for enterprises practice in China,in the future,we should strengthen research on the scale of brand experience that suitable to different situations,strengthen research on regulated variables in the forming and influencing mechanism of brand experience,and strengthen research on the negative reaction of antecedent variables and the accumulative effect of outcome variables.
作者
齐永智
QI Yong-zhi(Shanxi University of Finance and Economics,Taiyuan,Shanxi 030031,China)
出处
《中国流通经济》
CSSCI
北大核心
2019年第11期65-74,共10页
China Business and Market
基金
国家社会科学基金一般项目“新零售企业线上线下多渠道整合服务研究”（19BGL104)
关键词
企业品牌
顾客体验
品牌体验
前因变量
结果变量
brand
customer experience
brand experience
antecedent variables
outcome variables
