Examining the effect of market orientation and communication form on retail service brand equity

[[abstract]]品牌觀念從1980年代盛行至今，研究焦點從產品品牌擴展到零售服務品牌。品牌亦可成為零售商的一種表徵與符號，讓消費者更容易記憶與回想、從競爭者間清楚辨別、提高零售商附加價值。然而，過去研究中，對於如何建構零售服務品牌的著墨較少，大多著重於產品品牌的研究；並且多從單一角度來談品牌(顧客面或零售廠商面)，儘管單方面的觀點可以解釋品牌現象，但本研究從零售面及消費面兩種不同角度來了解品牌建構，更豐富了過去理論文獻上的不足。再者，過去的研究多以單一品牌進行研究，但在競爭激烈的零售環境下，單一品牌之研究對於消費選擇行為的解釋力有所侷限。因此，本研究從溝通理論出發，探究零售品牌建構模型，及消費者於零售服務競爭品牌間之品牌忠誠行為。 透過焦點群體訪談及深入訪談確認架構後，進行問卷調查分析。本研究之研究一將便利商店業態和藥妝業態之零售服務品牌為主要研究對象，以零售服務品牌商店為研究單位，共回收192份(便利商店業態)與109份(藥妝店業態)之配對問卷。研究二為探討零售服務競爭品牌間之效果，於便利商店業態和藥妝業態各回收173份和91份樣本資料。 透過PLS(Partial Least Square)結構模式分析結果顯示，不論便利商店業態或藥妝業態，研究一之零售服務品牌建構模式假設皆得到支持。換言之，組織內部之市場導向與傳達予消費者之規劃性溝通策略會正向影響消費者品牌知識和品牌忠誠度；而非規劃性溝通策略也會正向影響品牌知識與品牌忠誠度。分析零售服務競爭品牌間影響效果之研究二結果顯示，便利商店業態之規劃性溝通策略對於首選品牌會有正向顯著影響，但對於次選競爭品牌之品牌忠誠度有負向顯著影響；在藥妝業態中，強烈的品牌知識會正想影響首選品牌忠誠度；但對於競爭品牌之品牌忠誠度有負向顯著影響。最後，提出實務意涵以及未來研究方向。[[abstract]]Retail service brands as a powerful differentiate identity in retail landscape This study draws the parallels between communication theory and brand theory and uses three key points at which the two disciplines intersect to develop a communication-based branding model for building consumers’ retail service brand equity The key points of intersection are: (i) message (corporate and consumer level); (ii) competition; and (iii) feedback (retail service brand knowledge and loyalty) After depth interview and focus group to confirm the research model the study conducted two studies to examine retail service branding model and retail service competing brand model The study 1 compiles an aggregate data set for 192 and 109 retail service brand’s store from two retail formats of convenience store and cosmeceutical store And study 2 addresses and tests the influence of competition on brand equity formation process in consumers’ consideration set Among the responses were refusals and unusable responses resulting in 173 and 91 usable responses in convenience and cosmeceutical store respectively And the data was examined through PLS (Partial Least Square) structural equation analysis to test the hypotheses The results of study 1 indicate that no matter in retail format of convenience store or cosmeceutical store inner communication of market orientation outer communication of planned communication and unplanned communication within consumers have positive effect on brand knowledge and brand loyalty In study 2 planned communication brought negative influence on brand loyalty to a competitor brand in retail format of convenience store In the retail format of cosmeceutical store only when strong brand knowledge was established in the minds of consumers and they identify with the brand value of the retail service store they reduce their loyalty with a competitor bran