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ブランド論におけるブランド・リレーションシップの位置づけ―ブランド・ロイヤルティとの比較を中心に―

Positioning of brand relationships in brand theory: Focusing on comparison with brand loyalty

Li Ximing
일본연구센터 (The Japan Center)|2021.03|차세대 인문사회연구 (The Journal of Next-Generation Humanities and Social Sciences)|제17호|pp. 65-86

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참고문헌

키워드

CommitmentAttachmentBrand loyaltyブランド・リレーションシップブランド・ロイヤルティ自己とブランドの結びつきコミットメント愛着Brand relationshipSelf-brand connection

초록

ブランド・リレーションシップとは消費者とブランドの関係性のことである。ブランド・リレーションシップの概念が提示される以前に、すでに消費者とブランドの関係性を示すブランド・ロイヤルティの概念が存在している。しかし、ほとんどの既存研究は両者の相関関係や因果関係に注目しており、両者の概念的な違いやブランド・リレーションシップの意義に特化した研究が少ない。このような背景の下で、本研究の目的は両者の相違点を指摘し、ブランド論におけるブランド・リレーションシップの位置づけを明確にすることである。 本研究では、まずブランド・ロイヤルティ論の限界を指摘し、両者の相違点を「ブランド観」、「消費者とブランドの関係」、「ブランド価値」の3つの側面から考察する。そのうえで、ブランド・ロイヤルティを「態度的ロイヤルティ」と「行動的ロイヤルティ」に細分化し、それぞれの側面とブランド・リレーションシップの関係について論じる。

Abstract

Brand relationship is the relationship between consumer and brand. Before the concept of brand relationship was proposed, Brand loyalty theory, which describes the relationship between consumers and brands, already exists. However, almost all previous studies have focused on correlation and causation between the two theory. Few studies have looked at the difference and explored the significance of the brand relationship. Against this background, the purpose of this study is to point out the differences between the brand relationship and brand loyalty, and clarify the position of brand relationships in brand theory. In this research, Firstly, the limits of brand loyalty theory are pointed out, and consider the differences from the three aspects of "brand view", "consumer-brand relationship", and "brand value". Then, brand loyalty is subdivided into "attitude loyalty" and "behavioral loyalty," and the relationship between each aspect and brand relationship is discussed.

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