Lewis Michael, Wang Yanwen, Cahn Zachary, Berg Carla J
Department of Marketing, Emory University Goizueta Business School, Atlanta, Georgia, USA.
Marketing Division, University of Colorado Boulder, Leeds school of Business, Boulder, Georgia, USA.
BMJ Open. 2015 Nov 3;5(11):e008796. doi: 10.1136/bmjopen-2015-008796.
Brand equity and consumer loyalty play a role in continued purchasing behaviour; however, this research has largely focused on non-addictive products without counter-marketing tactics. We examined the impact of brand equity (price premium, market share) and consumer loyalty (switching rates) on smoking cessation (discontinued cigarette purchases for 1 year) among smokers in a consumer panel.
In Spring 2015, we analysed 1077 cigarette-purchasing households in the Nielsen Homescan Panel. We analysed cessation in relation to brand equity, consumer loyalty, other purchasing behaviours (nicotine intake, frequency), sociodemographics and tobacco control activities (per state-specific data) over a 6-year period (2004-2009) using Cox proportional hazard modelling.
The sample was 13.28% African-American; the average income was $52,334 (SD=31,445). The average price premium and market share of smokers' dominant brands were $1.31 (SD=0.49) and 15.41% (SD=19.15), respectively. The mean brand loyalty level was 0.90 (SD=0.17), indicating high loyalty. In our final model, a higher price premium and market share were associated with lower quit rates (p=0.039); however, an interaction effect suggested that greater market share was not associated with lower cessation rates for African-American smokers (p=0.006). Consumer loyalty was not associated with cessation. Other predictors of lower quit rates included a higher nicotine intake (p=0.006) and baseline purchase frequency (p<0.001). Tobacco control factors were not significantly associated.
Smokers of high-equity cigarette brands are less likely to quit, perhaps due to strong brand-consumer relationships. Thus, continued efforts should aim to regulate tobacco marketing efforts in order to disrupt these relationships to promote cessation.
品牌资产和消费者忠诚度在持续购买行为中发挥着作用；然而，这项研究主要集中在没有反营销策略的非成瘾性产品上。我们在一个消费者样本中研究了品牌资产（价格溢价、市场份额）和消费者忠诚度（转换率）对吸烟者戒烟（连续1年停止购买香烟）的影响。
2015年春季，我们分析了尼尔森家庭扫描样本中的1077个购买香烟的家庭。我们使用Cox比例风险模型分析了在6年期间（2004 - 2009年）与品牌资产、消费者忠诚度、其他购买行为（尼古丁摄入量、购买频率）、社会人口统计学以及烟草控制活动（按各州特定数据）相关的戒烟情况。
样本中13.28%为非裔美国人；平均收入为52334美元（标准差 = 31445）。吸烟者主导品牌的平均价格溢价和市场份额分别为1.31美元（标准差 = 0.49）和15.41%（标准差 = 19.15）。平均品牌忠诚度水平为0.90（标准差 = 0.17），表明忠诚度较高。在我们的最终模型中，较高的价格溢价和市场份额与较低的戒烟率相关（p = 0.039）；然而，一个交互作用表明，较高的市场份额与非裔美国吸烟者较低的戒烟率无关（p = 0.006）。消费者忠诚度与戒烟无关。较低戒烟率的其他预测因素包括较高的尼古丁摄入量（p = 0.006）和基线购买频率（p < 0.001）。烟草控制因素无显著相关性。
高品牌资产香烟品牌的吸烟者戒烟可能性较小，可能是由于品牌与消费者之间的牢固关系。因此，应持续努力规范烟草营销活动，以打破这些关系来促进戒烟。
