摘要
结合文献综述和以往的研究总结,选择了贝尔品牌形象模型作为研究的参照模型,通过对问卷调查数据的因子分析验证了贝尔品牌形象模型亦适合于手机产品,手机品牌形象亦可划分为产品形象、企业形象、使用者形象三个维度。同时,提出的手机品牌形象及其三个维度与品牌忠诚度存在正相关关系的研究假设得到了问卷数据的验证。此外,研究还对国外手机品牌形象及国内手机品牌形象与品牌忠诚度的各自关系进行了对比分析,在数据分析结果的基础上,对国产手机厂商的品牌形象提升策略给出了相关的建议。
Based on the literature reviews and other former research conclusions, this paper chose the Biel Brand Model ss reference model and combined with Biel Model as well as other researchers＇ brand image measurement indexes to design own brand image indicators of mobile phone. This research results show that A.L. Biel Model also fits in the products of mobile phone via analyzing on the questionnaire data, whose brand image can be divided into three dimensions： product image, corporate image and user image. In the mean time, the retrospective summary to the fOrmer relative research of the brand images and brand loyalty inspires such a research hypothesis that the mobile phone,s brand image with its three dimensions has positive con＇elations with brand loyalty which is proved by the analysis to the questionnaires. Meanwhile the research launches another comparative analysis on the correlations between the foreign brand image and brand loyalty and the correlations between the domestic brand and its brand loyalty. Based on the analysis, the research offers concrete and feasible suggestions to the promotion of the domestic produeers＇ brand images.
出处
《河南机电高等专科学校学报》
CAS
2012年第2期43-46,共4页
Journal of Henan Mechanical and Electrical Engineering College
