摘要
文章将品牌形象分为3个维度:品牌表现、品牌个性和公司形象;在此基础上,建立品牌形象对购买决策的影响机制模型;用SPSS13.0和LISREL8.8对数据进行分析。分析结果表明:品牌个性对购买决策有直接影响;品牌表现和公司形象通过品牌满意度、品牌信任、品牌情感对购买决策也有不同程度的间接影响。
The brand image is divided into three dimensions： brand performance, brand personality and corporate image; on this basis, establish the purchasing decision mechanism model on the brand image; used SPSS13.0 and LISREL8.8 to analyze the data. The results show that： brand personality has a direct impact on purchase decisions; brand performance and corporate image through brand satisfaction, brand trust; brand affect is also indirectly affected on purchase decisions in varying degrees.
出处
《现代物业（中旬刊）》
2010年第2期34-37,40,共5页
Modern Property Management
