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首页> 外文期刊>Journal of Business Research >Behavioral brand loyalty and consumer brand associations
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Behavioral brand loyalty and consumer brand associations

机译：行为品牌忠诚度和消费者品牌协会

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摘要

Brand associations are a core part of Consumer Based Brand Equity (CBBE), and behavioral brand loyalty is a desirable outcome of CBBE. In this research, data from purchase panel and consumer surveys merge to reveal the relationship between a consumer's past behavioral loyalty and their current propensity to give brand associations. The results show a positive relationship, where those with a higher buying frequency and a higher share of category requirements are more likely to give brand associations. The findings also show that share of category requirements is a greater driver of brand association responses than buying frequency. This finding suggests that the use of competitors has a greater dampening effect on brand associations than the reinforcement effect of repeated brand buying. These results have important implications for modeling brand associations, particularly using cross-sectional data.
机译：品牌联想是基于消费者的品牌资产（CBBE）的核心部分，而行为品牌忠诚度是CBBE的理想结果。在这项研究中，来自购买小组和消费者调查的数据融合在一起，揭示了消费者过去的行为忠诚度与他们当前提供品牌联想的倾向之间的关系。结果显示出正相关关系，购买频率较高和类别要求份额较高的消费者更有可能建立品牌联想。研究结果还表明，与购买频率相比，类别需求份额是品牌联想反应的更大推动力。这一发现表明，与重复购买品牌的强化作用相比，使用竞争者对品牌联想的抑制作用更大。这些结果对建模品牌关联具有重要意义，尤其是使用横截面数据时。

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