2012化妆水排行榜,守候瞬间的永恒txt,vsedu
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怀旧之情-- Nostalgia
Nostos and Algos is the Greek words of nostalgia and it means to “return home or to one native land”. (Hofer, 1688) However, in sociological perspective, nostalgia means that people “attach meaning based on their past experiences”. (Wilson, 1999) Besides, Holbrook and Schindler (1996) defined nostalgia as “a longing for the past, yearning for yesterday” and nostalgia is the powerful attribute that may directly affect consumer preferences. Some researchers defined nostalgia as a favorable experiences, attitude and preferences of the past. (Holbrook and Schindler, 1996)
According to Wilson (1999), in marketplace, advertiser used nostalgia as tools to allow consumers to recapture the past and feel the past time. In addition, nostalgia is capable to bring up lots of emotional responses such as “joy, innocence, gratitude, affection and warmth”. (Muehling and Sprott, 2004) Based on Westbrook and Oliver (1991) stated that nostalgia created emotion or feeling that may enhance consumption experiences which may influence customers’ satisfaction. According to Laverie, Kleine and Kleine (1993), “emotions are linked to consumption experiences” which may cause greater customer satisfaction is experienced.
口碑-- Word of Mouth
Word of mouth is defined as the information communication that flows “between private parties concerning evaluation of good and services”. (Westbrook 1987) Customer degree of satisfaction or dissatisfaction with the consumption experience is main reason that shapes the product or service related word of mouth. (Yi, 1991)
According to Bitner (1990), loyal and satisfied or delighted customers will spread more on favorable word of mouth of the firm. They will share their experience to their friends and others about the company’s products. (Bitner, 1990) Besides, Schlesinger and Heskett (1991), found out that there is positive relationship between customer satisfaction and word of mouth. Furthermore, satisfied customer will tend to spread word of mouth than dissatisfied customers. (Holmes and Lett, 1977)
In the other study, Herr, Frank and John (1991), found out that “favorable word of mouth may make customer to form favorable attitude and perceived value toward company and products”. Hong and Yang (2009) stated that if a company helps their customer to achieve personal goal and satisfied with the offering, they are more likely to spread positive word of mouth and will repurchase again the company product in the future. (Hong and Yang, 2009) In addition, satisfied customer that spread positive word of mouth may foster customer loyalty which at the same time helps company to retain customers. (James, 1999)On the other hand, Pedro (2010) found that there is a strong link between “satisfaction with food and beverage as a key driver” of positive word of mouth in service industry.
品牌识别度-- Brand Identification
Identification “is a cognitive state where an individual comes to view him or herself as a member of social entity. (Bergami and Bagozzi, 2000) Besides, identification “is a cognitive measure of overlap and an entity”. (Carlson, Donavan and Cumiskey, 2009) Besides, Belk defined brand identification as customers or consumers associated themselves with a brand that reflects their personality. In addition, Lichtenstein, Drumwright and Braig (2004) stated that strong identification may increase the customer spending and customer patronization.
Meanwhile, a company can create positive word of mouth through brand identification and at the same time enhance customer brand loyalty. (Chung, DongChul, Seung-Bae, 2001) Brand identification does not have direct effect on brand loyalty but word of mouth has significantly effect on brand loyalty. (Chung, DongChul, Seung-Bae, 2001) Thus, brand identification has indirectly influence on brand loyalty or customer loyalty. According to Sven and Sue (2008), satisfaction can have impacts on brand identification especially satisfied customers. Besides, customer brand identification leads to enhanced relationship management which may facilitate repurchases ad word of mouth. (Sven and Sue, 2008)
Service’s reputation can have a great impact on brand identification. (Sven and Sue, 2008) If the consumers perceive the brands in reputable, they will have higher brand identification. (Sven ad Sue, 2008) At the same time, enhance the brand loyalty of the customers. (Sven and Sue, 2008) According to Sven and Hue (2008), customer that with high level of brand identification will feel proud to be the owner of the brand or satisfied when consuming the particular brand products. Other than that, brand identification is an important factor that maintain customers’ self enhancement, fulfill their self-esteem. (Bhattacharya and Sen, 2003)
可购性--Affordability
Affordability is defined how much the relative amount that customers or purchaser is able to pay. (Monroe, 1989) Besides, price determined the affordability of the customers or consumers to consume something. Thus, price of the food and beverage on the menu can have great influence on customer’s decision because price reflects an individual capability to purchase. (Monroe, 1989) Price is the factors which influence customer’s buying decision whether to buy or not buy a product and it is viewed as the indicator of quality in customers’ perspective. (Lewis and Shoemaker, 1997)
On the other hand, affordability of an individual can be judge by the reference price or so called price scale. According to Grewal, Monroe and Krishnan (1998), reference price is a price that planted in customers’ memory which act as an indicator that reflect customer’s expectation compare to the actual price. Price may have impact on customer customer perceived value because price plays a role as the indicator for quality of the product. According to Lewis and Shoemaker (1997) found out that two different restaurants which using two different pricing strategy may create two different quality perception.
On the other hand, price expectation has a great influence on customer satisfaction. According to Andaleeb and Conway (2006), when price accordance with expectation, customer satisfaction will increase. However, when price is not accordance with expectation, customer satisfaction will drop. Meanwhile, customer loyalty can be enhancing when the brand is low-priced brand. (Swani and Boonghee, 2010) In addition, the brand equity and purchase intention will be higher for low-priced brand. (Swani and Boonghee, 2010)
声望-- Prestige
Prestige “is a subjective evaluative judgement about the high social status of people or inanimate objects such as brands”. (Dubois and Czellar, 2002) Besides, Bagwell and Bernheim (1996) stated that in certain context, luxury can be explained as prestige because they can be used as synonyms. In addition, Bagozzi and Gopinath and Nyer (1999) mentioned about the prestige is an evaluation judgement that often “followed by emotional reactions” such as feeling of liking, particularly aware and admire toward prestigious people or product. Simply defined, prestige is about admiration of a product or a person. Thus, if the prestige is on an object, it can be said that it is admiration toward a product or even service. (Dubois and Czellar, 2002) Moreover, if the prestige is on person, it can be said that it is admiration toward the individual for their success, who they are and what they did before. (Dubois and Czellar, 2002)
According to Shenkar and Yuchtman-Yaar (1997), prestige by association is an important source of prestige judgement. Besides, customers “interpret symbols associated with a brand which represent a socially shared meaning such as luxury level of certain brand as prestige symbols”. However, the symbols such as luxury does not totally represent the product can perform high performance or the perceived achievement (Shenkar and Yuchtman-Yaar, 1997). The examples given by Shenkar and Yuchtman-Yaar (1997) such as luxury restaurant does not mean that it is prestigious because the service provided are bad, the price is too expensive and others factors which may influence the brand image and reputation may lead to low prestige or even bad. Thus, from the example we can conclude that luxurious brand does not mean that it is prestigious.
According to Steenkamp, Batra and Alden (2003), brand prestige is a product or service positioning that has relative high status which related with a brand. In addition, product prestigious for a brand can be determined by overall quality and performance. (Steenkamp, Batra and Alden, 2003) According to Choi, Chihyung and Seon (2010), when customer has relative high patronise frequency will actually enhance the customer’s actual brand experience. Thus, when customer has positive perception toward a product, they will have high chances to perceive that product as the product with high prestige. (Choi, Chihyung and Seon, 2010) Besides, customers who hold a positive evaluation toward the product are more likely to have greater customer satisfaction and repurchase intention. (Wong and Zhou, 2005) In addition, prestigious product may affect customer’s belief about the brand trust which at the same time leads to higher customer satisfaction and customer loyalty directly. (Choi, Chihyung and Seon, 2010) |
