品牌资产对展会品牌态度和品牌忠诚的影响外文翻译资料

品牌资产对展会品牌态度和品牌忠诚的影响

原文作者 Namju Shin 单位Tourism Chinese, Dongnam Health College, Suwon, Republic of Korea

原文作者 Haelee Kim, Sunah Lim, Changsoo Kim 单位 Event and Convention Management, Graduate School, Kyonggi University, Seoul, Republic of Korea

摘要：本研究的目的是探讨会展品牌资产，品牌态度和品牌忠诚度之间的影响关系，通过调查“哈拿多乐旅游国际旅游展”的参与者来评估品牌资产，为国内展览品牌策略提供一些有用的建议。调查从2014年5月23日到2014年5月25日为期三天。研究对象是从2014哈拿多乐旅游国际旅行的参与者用方便抽样的方法收集。本研究收集的数据用阿摩司18程序进行了分析。结果发现感知质量和品牌形象作为品牌资产的组成部分，对品牌态度、品牌忠诚有积极的影响。因此，研究的结论是，“哈拿多乐旅游国际旅行节目需要努力建立品牌资产，提升其品牌价值，建立有竞争力的和成功的会展品牌资产。

关键词：品牌资产； 品牌忠诚； 感知质量；品牌形象：品牌态度

一、介绍

会展业在世界范围内迅速稳定增长。根据全球展览业协会的数据来看，在2012年，约31000个展览举行，约2亿6000万人参加了展览。特别的是，根据2014UFI世界展览会来看，亚洲国家如中国和韩国在这方面保持着增长趋势，世界著名的赞助商正在开拓亚洲市场。随着全球会展业的蓬勃发展，韩国为了扩大全球化市场，已建立了会展基础设施基地，实施会展业发展法和实施第一个基本规划。

会展业是一个高度增值的服务业，对经济增长、收入和就业有着巨大的影响，而目前人们对于参展市场的兴趣越来越大，参展者的购买决策越来越受到展会本身的影响。根据展览业研究中心（CEIR）的数据来看，83%的参与者在购买时都会受到展会本身的影响，约90%的参与者是购买决策者。此外，91%的从展会收集的信息会影响展览购买者的购买决策。

国内外展览业发生了许多变化，如加速了世界展览市场的动态和竞争，提高了对展会的参与者购买决策的重要性认知，以及更注重满足不同消费者的特殊展览的需求。为了适应这些变化，不断发展，把展览当做一个品牌是最重要的。通过独特的品牌形象塑造品牌力量，通过稳定参与者的忠诚和市场份额，通过稳定的盈利能力来稳定展览的运作和发展。尽管展会品牌如此重要，但是，很难找到专注于把展览作为独立品牌资产的研究。

旅游的兴趣从2010开始增长。特别是赴海外旅游的韩国游客为1270439人，比上年同期增长4%，花费约1324美元。在15岁以上的韩国人中，国内游客约37800004人，约占87%，旅游费用约为232,3430亿韩元。旅游业务的持续增长引发了人们对旅游展览的极大兴趣，因为它可以成为与旅游业有关的公司最受欢迎活动。因此，政府组织、地方政府、协会、上市公司等都在竞相举办旅游展览。

这些展览之间的竞争可能会提高节目的质量，但也可能会损害一些相似和重复展览的节目的竞争优势，并可能损害目前旅行社的品牌形象。因此，将旅游展览作为一种品牌，可以成为使展览持续发展的有力战略。本研究的目的是分析旅游展会品牌资产，品牌态度和品牌的忠诚度之间的关系，“哈拿多乐旅游国际旅游展”自“赢得韩国旅游公司从2004获得抗最好的品牌价值第一名和具有最高的韩国旅游公司的形象（品牌股票最高指数）在，其参与者有2006以来稳步增加。本研究将为会展品牌资产的战略运作提供有益的启示。

1. 背景

(一)品牌资产

Farquhar 将品牌资产定义为特定品牌给公司或消费者的价值，Aaker将品牌资产定义为一套品牌资产和一个品牌的品牌责任及其品牌名称和象征，它起着增加或降低产品或服务带给公司和客户价值的作用。Blackstone定义品牌是一种有形的、无形的价值和特征，是消费者对产品的思考。Keller将品牌定义为品牌知识的区别效应，消费者据此对品牌的营销活动作出反应。

Aaker提出了品牌知名度、品牌忠诚度、感知质量、品牌联想、品牌资产的形成和其他属性。Aaker和Joachimasthaler，Yoo和Donthu分类品牌知名度、品牌忠诚度、品牌形象、感知质量作为品牌资产的组成部分，而Cobb Walgren等人将品牌意识、品牌形象和感知质量作为品牌资产的分类。在前人研究的基础上，本研究将会展品牌资产定义为参展者认可的稳定、独特品牌的整体价值，并以品牌意识、感知质量和品牌形象作为衡量因素。

（二）品牌态度

品牌态度是消费者行为的基础，是对某一事物的有利或不利方式或习得倾向的一致反应。科特勒等人将品牌态度定义为个人对其有利或不利的个人评价、情感感受和行为倾向。根据米切尔和奥尔森和凯勒的想法来看，品牌态度是消费者对一个有品牌的产品的总体或整体评价。在前人研究的基础上，本研究将会展品牌态度界定为会展参与者对品牌的一种学习倾向。

（三）品牌忠诚

品牌忠诚是消费者对某一品牌的依恋，是指消费者对某一品牌在一定时期内所表现出的良好态度和行为反应。

pǐn品 paacute;i牌 zhōng忠 cheacute;ng诚 shigrave;是 xiāo消 fegrave;i费 zhě者 duigrave;对 mǒu某 yī一 pǐn品 paacute;i牌 de的 yī依 liagrave;n恋 （ 8 , 1 8 ） ， shigrave;是 zhǐ指 xiāo消 fegrave;i费 zhě者 duigrave;对 mǒu某 yī一 pǐn品 paacute;i牌 zagrave;i在 yī一 digrave;ng定 shiacute;时 qī期 negrave;i内 suǒ所 biǎo表 xiagrave;n现 chū出 de的 liaacute;ng良 hǎo好 tagrave;i态 du度 heacute;和 xiacute;ng行 weacute;i为 fǎn反 yigrave;ng应 。

消费者保持对某些品牌的偏好，当他们购买产品时，他们依赖于这些品牌，而且随着时间的推移，他们对某些品牌表现出了良好的购买态度。因此，品牌忠诚是指消费者不断地购买自己喜爱的产品或服务的程度。在前人研究的基础上，本文将会展品牌忠诚定义为对会展品牌的一种良好态度。

1. 方法
2. 研究模型

1. 调查假设与调查组织

Keller发现品牌联想是品牌态度的基础，而Holiday则发现品牌形象是影响品牌态度形成和品牌偏好的一个因素。Martinez，Montaner和Pina也证明了品牌形象对品牌态度的积极影响扩大。NA、Marshall和Keller的研究考察了品牌意识和品牌形象对品牌态度的影响。Kwun和OH的研究引入了品牌意识。

brand image and perceived quality have positive influences on the attitude of corporate image. Based on the previous studies, this study proposes research hypotheses as follows.

品牌形象和感知质量对企业形象态度有正向影响。在前人研究的基础上，本研究提出如下研究假设。

H1.会展品牌资产对品牌态度有正向影响。

H1-1. Exhibition brand awareness will have a positive influence to brand attitude.

H1-1.展会品牌意识对品牌态度产生积极影响。

h 1 - 1 。 zhǎn展 huigrave;会 pǐn品 paacute;i牌 yigrave;意 shi识 duigrave;对 pǐn品 paacute;i牌 tagrave;i态 du度 chǎn产 shēng生 jī积 jiacute;极 yǐng影 xiǎng响 。

H1-2. Exhibition perceived quality will give a positive influence to brand attitude.

H1-2.展会感知质量将对品牌态度产生积极影响。

HHHHHh 1 - 2 。 zhǎn展 huigrave;会 gǎn感 zhī知 zhigrave;质 liagrave;ng量 jiāng将 duigrave;对 pǐn品 paacute;i牌 tagrave;i态 du度 chǎn产 shēng生 jī积 jiacute;极 yǐng影 xiǎng响 。

H1-3. Exhibition brand image will have a positive influence to brand attitude.

H1-3.会展品牌形象将对品牌态度产生积极影响。

There have been several studies [26-27] that examined a positive relationship between brand attitude and brand loyalty. Based on the previous studies, this study proposes the following hypothesis.

之前已经有几个研究，证实了品牌态度和品牌忠诚度之间的正向关系。在前人研究的基础上，本研究提出以下假设。

H2.会展品牌态度对品牌忠诚有正向影响。

通过实证研究，Shocker和Weitz 表明，品牌忠诚度是品牌资产的一个参数。通过研究一个酒店品牌资产对顾客感知价值和顾客忠诚的影响，Kim，Bongran amp;Kim也说明品牌权益有着积极的影响。因此，本研究在前人研究的基础上，提出如下研究假设。

H3.会展品牌资产对品牌忠诚有正向影响。

H3-1. Exhibition brand awareness will have a positive influence to brand loyalty.

H3-1.会展品牌意识对品牌忠诚有积极影响。

h 3 - 1 。 huigrave;会 zhǎn展 pǐn品 paacute;i牌 yigrave;意 shi识 duigrave;对 pǐn品 paacute;i牌 zhōng忠 cheacute;ng诚 yǒu有 zhegrave;ng正 xiagrave;ng向 yǐng影 xiǎng响 。

H3-2. Exhibition perceived quality will have a positive influence to brand loyalty.

H3-2.会展感知质量对品牌忠诚有积极影响。

h 3 - 2 。 zhǎn展 huigrave;会 gǎn感 zhī知 zhigrave;质 liagrave;ng量 duigrave;对 pǐn品 paacute;i牌 zhōng忠 cheacute;ng诚 yǒu有 zhegrave;ng正 xiagrave;ng向 yǐng影 xiǎng响 。

H3-3. Exhibition brand image will have a positive influence to brand loyalty.

H3-3.会展品牌形象将对品牌忠诚产生积极影响。

基于Aaker[ 8 ]，凯勒[ 10, 17 ]、Cobb Walgren[ 13 ]，Yoo和Donthu [ 12 ]等人的研究，调查包括5个问题：每个品牌意识（例如，我听说过这个品牌），感知质量（例如，节目有高质量的内容），和品牌形象（例如，它有一个独特的图像），和对品牌的态度（如好的）和品牌忠诚度（我会再次参加，在5点上的情况。

（三）研究方法

从2014年5月23日到2014年5月25日进行了为期三天的调查。本研究采用从2014哈拿多乐旅游国际旅行展的参与者随机抽样的方式，共发放问卷400份，共收集问卷342份，筛选出9份空白或不适当的问卷，选取333份问卷作为有效样本。本研究收集的数据用阿摩司18程序进行了分析。

1. 结果

（一）调查者的一般特征

女性被调查者为198（59.5%），多于男性回答者。至于年龄，123位受访者在20代（36.9%）；至于教育水平，173位受访者为大学毕业生（52%）；对他们的收入水平，86位受访者在2000000韩元的范围（25.8%）；作为职业，有73位学生（21.9%）和69位办公室人员（20.7%）。有159的受访者回答“没有”（47.7%）；至于访问类型，140的受访者参加了与朋友或同事的展览（42%）；至于此行的目的，136位受访者是为了收集信息（40.8%），他们收集到的信息最多的就是互联网，这算110位受访者（33%）。

（二）可靠性与因素分析

进行验证性因素分析，信度检验，RMR为0.053；GFI（0.929），NFI（0.945），CFI（0.972）,IFI（0.972）均在0.9以上；AGFI（0.898）为研究模型的适用性。SMC低于0.4的变量被删除，分别是品牌意识和感知质量变量。所有因子负荷均以p＝0为标准，99%置信水平显著，标准回归权重在多数路径上均大于0.6，具有统计学意义。

（三）相关分析

所有变量在0.01以下均与显著性水平相关，品牌感知、感知质量、品牌形象、品牌态度、品牌忠诚等变量均呈显著正相关。此外，轨道和CR值分别超过0.5和0.7，这确保了有效性。

（四）模型拟合与假设检验

GFI、AGFI、CFI、NFI、IFI 等表明了良好收益与标准相比，RMR是0.053，这表明模型是适合的假设检验。

表一.假设检验结果

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The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

Namju Shin¹ , Haelee Kim², Sunah Lim³, Changsoo Kim⁴

¹Tourism Chinese, Dongnam Health College, Suwon, Republic of Korea

^2,3,4Event and Convention Management, Graduate School, Kyonggi University, Seoul, Republic of Korea

Abstract： The special range of study objects were collected with convenient sampling from the participants of HANATOUR International Travel Show in 2014. The data collected for this study were analyzed with the program AMOS 18.0. As a result, perceived quality and brand image as the components of brand equity had positive influence on brand attitude, brand attitude to brand loyalty, and brand awareness to brand loyalty. Therefore, the study concluded that HANATOUR International Travel Show needs to try harder to establish brand equity and enhance their brand value to establish brand equity for a competitive and successful exhibition.

1 Introduction

Exhibition industry shows rapid and steady growth worldwide. According to the Global Association of the Exhibition Industry [1], in 2012, about 31,000 exhibitions were held, and about 260 million people participated in exhibitions. In particular, according to UFIrsquo;s Exhibition World in 2014, Asian countries such as China and Korea keep growing in the field, and worldrsquo;s famous sponsors are expanding into Asian markets. As the global exhibition industries are developed, Korea has established the base for exhibition infrastructures which are essential for enlarging and globalizing the market by building the Exhibition Industry Development Act and by progressing The First Basic Plan (2008-2012).

The exhibition industry is a highly value-added service industry that has a huge influence on economic growth, income and employment, and nowadays, interest in the exhibition market is increasing as participantsrsquo; purchase decision is increasingly influenced by the exhibition. According to the Center of Exhibition Industry Research (CEIR), 83% of the participants are influenced by the exhibition when they make a purchase, and about 90% of the participants are purchase decision makers [2]. Also, 91% of information that influences on the purchase decision of exhibition purchasers is collected from the exhibitions [3].

There are many changes in domestic and international exhibition industry, such as the acceleration of world exhibition marketsrsquo; dynamics and competitions, raise of importance of exhibitions following the increase of participantsrsquo; purchase decision, and demands for specific exhibitions that satisfy various consumers. In order to adapt to these changes and keep developing, it is the most important to make exhibitions as a brand. Building brand power through distinctive brand images enables steady operation and development of exhibitions through stable profitability by leading participantsrsquo; steady loyalty and by increasing market shares. Despite this importance, however, it is hard to find studies that focus on exhibitions as an independent brand equity.

The interest in travel began to increase from 2010. Especially the number of Korean tourists for overseas travel were 1,270,439 people, which increased by 4.0% compared with that in the same period of the previous year and they spent about $1,324 [4]. Also the number of domestic travelers is about 37,800,004 people which is about 87% among Korean people over 15 years old and their travel expense is about 232,343 billion won [5]. This continuous increase of travel business triggered extreme interest in travel exhibitions because they can be the most popular means for companies related to travel business. Thus, government organizations, local governments, associations, public companies and so on have been holding travel exhibitions competitively.

Competitions among these exhibitions may enhance the quality of the programs, but they may also damage the competitive edge of the programs due to a number of similar and duplicated exhibitions and may harm the brand images of present travel agencies. Therefore, making travel exhibitions as a brand can be a strong strategy for continuous development. The purpose of this study is to analyze the influential relationships among brand equity, brand attitude, and brand loyalty of travel exhibitions, based on participants of HANATOUR International Travel Show since Hana Tour has the image of the top Korean travel company by keeping on winning the first place among Korean travel companies from 2004 and gaining the best brand value of BSTI (Brand Stock Top Index) in the second quarter of 2014 [6], and their participants have steadily increased since 2006. This study will offer helpful tips for the strategic operation of exhibition brand equity.

2 Background

2.1 Brand Equity

Farquhar [7] defines brand equity as the value added by a specific brand to a corporation or consumers, and Aaker [8] defines brand equity as a set of brand assets and brand liability related to a brand and its brand name and symbol, and it takes the role of increasing or decreasing the values that a product or a service offers to corporations and customers. Blackstone [9] defines a brand as a thing that has tangible and intangible value and features and a thing that results from the consumersrsquo; thoughts on products. Keller[10] defines a brand as a differentiated effect of brand knowledge whereby consumers react to marketing activities on the brand.

Aaker [8] proposed brand awareness, brand loyalty, perceived quality, brand association, and other properties form brand assets. Aaker and Joachimasthaler [11], Yoo and Donthu [12] classified brand awareness, brand loyalty, brand image, and perceived quality as brand equityrsquo;s components, while Cobb-Walgren et al. [13] classified brand awar

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