摘要
品牌溢价是目前品牌资产研究领域尚未得到统一认识的概念,但是市场经济的发展,服装行业的溢价现象,使得关于品牌溢价及其影响因素研究的重要性日益彰显。因此,本文从消费者的情境出发,基于品牌资产与品牌溢价的关系以及相关理论研究,确定了影响男装品牌溢价的主要因素,并基于相关的调研数据,通过实证分析找到了各因素对品牌溢价的具体影响路径。结果发现,由价值认知和品牌满意共同构建的价值满意构念对品牌溢价产生负向的影响作用,但是在品牌知名度的正向调节作用下,会对品牌溢价产生正向作用;由品质认知、情感忠诚、行为忠诚共同构成的品质知觉构念对品牌溢价产生正向影响作用;品牌个性对品牌溢价产生负向的影响作用;品牌联想和品牌领导力对品牌溢价产生正向影响作用。
The concept of brand premium is not acquired accurately in researching field of＇brand equity. According to development of marketing economy, the phenomena of brand premium in costume industry has been attached more importance to its influence factors. At the point of consumer, the article found main influence factors of brand premium by the relation of brand equity and premium, and discovered concrete influence path of brand premium by empirical analysis. There conclusions were found out as follow： firstly, value satisfaction constructed by value cognition and brand satisfaction had negative influence on desire of premium payment, but its influence could be adjusted actively to opposition by brand repute; secondly, quality perception which were constructed by quality cognition, emotion and behavior loyalty had positive influence on desire of premium payment; thirdly, brand personality premium payment had passive influence on desire of premium payment; finally, brand association and leadership had positive influence on brand premium of male garment.
出处
《预测》
CSSCI
北大核心
2012年第6期49-55,共7页
Forecasting
基金
211学科建设平台项目(10808015201)
关键词
品牌溢价
价值满意
品质知觉
品牌个性
brand premium
value satisfaction
quality perception
brand personality
