品牌形象对消费者行为倾向影响的实证研究被引量：43

Practical Research on Brand Image and Its Effects on Consumers Behavior Intension

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摘要本文认为,品牌形象影响并决定着人们的购买和消费行为,独特的品牌形象可以帮助企业确立品牌定位,阻止品牌竞争,改善品牌的市场表现。品牌形象由品牌表现、品牌个性、公司形象三个维度构成,三者不存在层级关系。其中,品牌表现是影响消费者行为倾向的主要因素;品牌个性影响消费者行为倾向,但影响程度较弱;公司形象通过品牌表现和品牌个性间接影响消费者行为倾向,对消费者行为倾向无显著影响。文章提出,企业可以通过三种品牌形象进行品牌定位,即品牌功能属性定位、品牌个性定位、公司形象定位,品牌形象管理即企业进行品牌定位的过程。对于中国企业来讲,品牌个性和公司形象的定位更值得关注。开发独特的品牌形象,建立吸引人的差异化的品牌形象的品牌战略,加强企业品牌形象的推广,是提高顾客忠诚度的根本途径。 Recently, Relationship of brand image and behavioral intentions are vital research issues in marketing field that have been paid a lot of attention to by both academics and practitioners. This paper creates the theoretical framework of brand image in Chinese background. It divides brand image into 3 dimensions comprising brand performance, brand personality and corporate image, builds structural mode of brand image affecting behavioral intentions. The results include that brand perfor-mance and brand personality affect behavioral intentions directly, and corporate image affects behavioral Intention indirectly. The research shows mechanism of brand image affecting customer behavior, and has both theoretical and practical value.

作者关辉董大海

机构地区大连理工大学

出处《中国流通经济》 CSSCI 北大核心 2007年第7期42-45,共4页 China Business and Market

基金辽宁省社科规划基金项目<辽宁省商业网站品牌资产测量模型与对策研究>(项目编号:L06DJY038)的研究成果之一。

关键词品牌形象品牌表现品牌个性公司形象消费者行为倾向 brand image brand performance brand personality corporate image behavioral intentions

分类号 F713.50 [经济管理—市场营销]

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参考文献15

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