CAJ | 학술논문

笔者以“耐克”为测试品牌，采用文献研究、焦点小组访谈、问卷调研等方法，在构建营销策略、顾客感知价值和品牌忠诚三者之间概念模型的基础上，运用结构方程模型进行分析，实证研究营销策略、顾客感知价值对品牌忠诚的影响。研究发现：营销策略对顾客感知价值具有显著的效应；营销策略和顾客感知价值对品牌忠诚均具有明显的影响；顾客感知价值是营销策略作用于品牌忠诚的中介变量，营销策略更多的是通过顾客感知价值影响品牌忠诚。
필자이“내극”위측시품패，채용문헌연구、초점소조방담、문권조연등방법，재구건영소책략、고객감지개치화품패충성삼자지간개념모형적기출상，운용결구방정모형진행분석，실증연구영소책략、고객감지개치대품패충성적영향。연구발현：영소책략대고객감지개치구유현저적효응；영소책략화고객감지개치대품패충성균구유명현적영향；고객감지개치시영소책략작용우품패충성적중개변량，영소책략경다적시통과고객감지개치영향품패충성。
Brand loyalty is closely related to marketing strategy and customer perceived value. Current researches only focus on marketing strategy or customer perceived value. However, they do not pay much attention to the effects of marketing strategy and customer perceived value on brand loyalty together. Based on the conceptual model of marketing strategy, customer perceived value and brand loyalty, this paper applies literature research, questionnaire survey and focus group interviews to empirically test the effects of marketing strategy and customer perceived value on brand loyalty on the analysis of structural equation model, taking ＂NIKE＂ for example. The result shows that marketing strategy has a significant effect on customer perceived value, and both marketing strategy and customer perceived value have a significant effect on brand loyalty. Furthermore, we find that customer perceived value is the mediator between marketing strategy and brand loyalty, and marketing strategy affects brand loyalty more through customer perceived value. These results provide a theoretical basis for further research of influencing factors of brand loyalty and have practical and academic implications to innovate cultivating mode and strategy of brand loyalty in marketing.