公司品牌化时代商店形象的新维度及营销效应:对属性化测量的改进

›› 2017, Vol. 29 ›› Issue (1): 187-198.

公司品牌化时代商店形象的新维度及营销效应:对属性化测量的改进

李鹏举¹, 晁钢令², 黄沛³

1. 上海工程技术大学管理学院, 上海 201620;
2. 上海财经大学国际工商管理学院, 上海 200433;
3. 复旦大学管理学院, 上海 200433

收稿日期:2014-08-26 出版日期:2017-01-28 发布日期:2017-03-16
作者简介:李鹏举,上海工程技术大学管理学院副教授,硕士生导师,博士;晁钢令,上海财经大学国际工商管理学院教授,博士生导师,硕士;黄沛,复旦大学管理学院教授,博士生导师,博士。
基金资助:
上海工程技术大学教学建设项目（k201503003）。

The New Dimensions of Store Image and Their Marketing Effects in the Era of Corporate Branding: An Improvement to the Attribute-based Measurement

Li Pengju¹, Chao Gangling², Huang Pei³

1. School of Management, Shanghai University of Engineering Science, Shanghai 201620;
2. School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433;
3. School of Management, Fudan University, Shanghai 200433

Received:2014-08-26 Online:2017-01-28 Published:2017-03-16

摘要/Abstract

摘要：

公司品牌化是品牌化的重要趋势。商店形象决定零售商顾客吸引力。本文基于公司品牌联想视角，对传统上采用的属性密集式的商店形象测量，进行了一定程度的整合和改进，提出了商店形象的新维度：能力联想、声名联想、社会联想、价格联想，为零售商管理商店形象、进行市场定位，提供了一个简洁有用的框架。本文还揭示了各联想的一些营销效应：能力和声名联想能直接并通过商店评价间接影响自有品牌感知质量，社会联想仅影响商店评价，价格联想则既不影响商店评价，也不影响自有品牌感知质量。

关键词: 公司品牌, 商店形象, 品牌联想

Abstract:

Corporate branding is an important trend. Store image determines customer attraction of retailers. Based on corporate brand associations, we improve the traditional attribute-intensive measurement with some integrate factors, and introduce four dimensions of store image, i.e., corporate ability associations(CA), corporate name associations(NA), corporate social responsibility associations(CSR), and store overall price level associations(OPL), which can provide a useful framework for market positioning and retail image management of stores. The SEM results show that CA and NA can directly, and through store evaluation, affect the perceived quality of store brand, CSR only affects store evaluation, but OPL affects neither store evaluation nor the perceived quality of store brand.

Key words: corporate brand, store image, brand association

李鹏举, 晁钢令, 黄沛. 公司品牌化时代商店形象的新维度及营销效应:对属性化测量的改进[J]. , 2017, 29(1): 187-198.

Li Pengju, Chao Gangling, Huang Pei. The New Dimensions of Store Image and Their Marketing Effects in the Era of Corporate Branding: An Improvement to the Attribute-based Measurement[J]. , 2017, 29(1): 187-198.

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