Ngako-ke, njani i-experience brand brand ekhethekileyo kwaye ingafaniswa njani?
Ukuqhathaniswa nokuBhaniswa kweBrakhi Yakha
Ubungakanani bamava abaxhasi baxhomekeke kwiingcamango zengqondo kunye nesayensi yolwazi , ifilosofi ejongene nolwazi kunye nokuqonda, kunye neengxelo zecandelo lophando lwemakethe eyenziwa nguPine noGilmore (1999).
- Iingcamango zeBrith zizenzeke iimvakalelo ezizenzekelayo okanye ezichanekileyo abathengi abanamava ngokusekelwe kwizikholo zabo. Xa umboleki ehambisa "Ndiyayithanda loo nto" ngenye indlela, umboleki ubonisa isimo sengqondo. Amava olwazi lomthengi athetha okuthile malunga namava anxulumene nophawu, kungekhona nje ukuvavanywa ngokubanzi okanye isigwebo sonyango. Umthengi ochazela iimpendulo zomntu kwi-stimuli enxulumene nomnxeba othi "Ndiyathanda i-brand experience" ixubusha ngolwazi olunzulu lwamaxabiso oluntu.
- Ukuqhotyosheliswa kweBhanki kubonakaliswe ngesibophelelo esisinyanisekileyo sokuba umthengi unalo uphawu. Ukuqhotyosheliswa kweBhanki kuboniswa ngokwempawu zothando, inzondelelo yebhanki ethatha isimo sokubambisana kwabathengi, kunye nokuxhatshazwa okanye ukubandakanya noluphawu. Amava ekhontrakthi kumthengi awabonakaliswa ngokukodwa kwimvakalelo.
- Umxhasi woThengi ngumbandela wokwaneliseka kwabaxhasi obonakaliswe ngempembelelo entle kunye nezinga eliphezulu lokuvusa. Ukuxhamla umthengi kwenzeka emva kokusetyenziswa kwe-brand kwaye kufuneka ube neyinto emangalisayo. Amava okuthengisa umthengi akumele amangaliswe; Enyanisweni, kunokungalindelekanga okanye kungalindelwa kwaye kulindeleke. Kwakhona, isipiliyoni semveliso yamakhasimende senzeke nanini na ukuba kukho ukusebenzisana noluphawu, ngokuthe ngqo okanye ngqo. Amava ekhredithi yomthengi akufuneki ukulandela ukusetyenziswa kwebhenki.
- Ubunjani beBrith ingumdla obumnandi obunobungozi bentengiso, apho abathengi banika uphawu ngeendlela ezinhlanu ezahlukeneyo, zithathwe ndawonye, zakha ubuntu. Ezi zilinganiso, ukusuka kumsebenzi kaJennifer Aaker, ngo-1997, zi (1) ukunyaniseka, (2) ubuchule, (3) ubuchule, (4) uvuyo, kunye (5) nobunzima. Ubuntu beBrith kufuneka bubekwe ngenxa yokuba abathengi bafaka umxhwele wabo kwi-brand. Ngale ndlela, ubuntu bebhendi buhluke kwi-brand experience apho intshiseko yomthengi ivakalelwa kunokuba iprojekthi. Ubuntu beBrits buchazwe ngokuthi "isethi yeempawu zabantu ezinxulumene nelophawu" (Aaker, 1997, iphe. 347).
I-Exploration yeBhanki ingasetyenziselwa njani ukuqikelela ukuziphatha kwabaThengi?
Brakus, et al. (2009) ixhomekeka ukuba amava e-brand aya kubachaphazela ngokuqinisekileyo ukwaneliseka kwabathengi kunye nokunyaniseka kwabathengi kwaye loo nto ye-brand iya kubachaphazela ngokuqinisekileyo ubuntu boluntu. Baqhuba uphando olwenziwe uphando ukuze bahlolisise ubudlelwane phakathi kobuntu benkampani kunye nolwazi lwama brand. Ubunjani bentengiso buxhaswa ngumthengi kunoma yiphi inamba yemibutho yenkampani, kuquka oku kulandelayo:
- Iintlobo zabantu abadibene nelophawu
- Iimpawu zeemveliso
- Amashishini kunye noluhlu lwemveliso
- Igama lebrand
- Ukuthumela imiyalezo kunye nokunxibelelana malunga nomkhwa
Kwisifundo, usebenzisa isiqhamo esakhiwe nguBrakus, et al. (2009), abafundi abangama-209 banikezela ukulinganiswa kwenkcazo ye-brand yabo, ama-brand, kunye nokwaneliseka kwimida.
Abathathi-nxaxheba bafundela iimpawu ezili-12 ezihlukeneyo kwiintlobo zemveliso zabaxhamli ezintandathu, ezibandakanya iikhomputha, amanzi asemabhodleleni, izambatho, izihlangu zezemidlalo (izinebe), iimoto kunye namaphephandaba.
Idata yahlaziywa ngokusebenzisa uhlalutyo lwe-factorial kunye ne- model equation model . Uphando luqinisekisile ukuba amava e-brand angalinganiswa ngemilinganiselo emine: Ukuqonda, ukuthintela, ingqondo kunye nokuziphatha. Uphononongo luye lwabonisa ukuba iimpawu zikhupha ezo zilinganiso ngeendlela ezinokuhlukaniswa (ezahlukileyo). Abalobi baphetha ngelithi ubume bentengiso buphucula ukwahlukana komkhiqizo kwaye kuthintela amava oluntu.
Imithombo:
Aaker, JL (1997). Ubukhulu boBuntu boBume, uLwazi loPhando loPhando, 34 (uAgasti), 347-356.
Brakaus, JJ, Schmitt, BH, kunye noZarantonello, uL. (2009). Amava eBrazil: Yintoni na? Ulinganiswa njani? Ngaba ichaphazela ukunyaniseka? Umbhalo weNtengiso, 73 (ngoMeyi), 52-68.
Pine, JB, II, noGilmore, JH (1999). Uqoqosho lwamava: Umsebenzi wendibano kunye noshishino ngalinye kwisigaba. I-Cambridge, MA: I-Haravrd yeShishino lweeNkcazo.