基于移动智能终端的品牌体验对品牌资产的影响研究

发布时间：2018-04-19 22:30

本文选题：品牌体验 + 品牌资产　；参考：《西南科技大学》2017年硕士论文

【摘要】：随着全球移动通信业快速发展,我国智能手机行业实现了迅猛增长。人们对于手机的依赖程度越来越高,对于手机可操作性和人性化的设计和使用要求也越来越高。如何提高消费者对于手机品牌的粘性和依赖程度,已经成为各大品牌商关注的焦点。品牌体验是一种针对品牌的体验,消费者在体验过程中对企业提供物得到直观了解,对产品及服务质量的感知促使消费者对品牌产品做出主观评价,进而逐步建立对品牌的情感联系,形成品牌依赖甚至品牌忠诚。对于智能手机品牌的体验,已经成为消费者选择智能手机品牌的重要影响因素。本文将品牌体验及品牌资产这两个概念联系起来,基于前人的研究基础,首先对品牌体验和品牌资产的相关理论进行回顾;然后结合智能手机行业特点建立品牌体验对品牌资产动态影响的研究模型和研究假设;接着进行了实证检验,且针对不同人口统计特征进行了方差分析。通过实证检验,本文证明了品牌体验五个构成维度对品牌资产三个构成维度有显著影响,品牌资产构成维度中感知质量和品牌联想对品牌忠诚也产生显著影响。最后提出了有关的营销启示。
[Abstract]:With the rapid development of global mobile communication industry, the smart phone industry in China has achieved a rapid growth. People rely more and more on mobile phone, and the design and use of mobile phone maneuverability and humanization are becoming more and more important. How to improve consumers' stickiness and dependence on mobile phone brands has become the focus of attention. Brand experience is a kind of brand experience. In the process of the experience, consumers get a direct understanding of the enterprise supplies, and the perception of product and service quality makes consumers make subjective evaluation of brand products. Then gradually establish the emotional relationship to the brand, forming brand dependence and even brand loyalty. The experience of smart phone brand has become an important factor for consumers to choose smart phone brand. In this paper, the two concepts of brand experience and brand equity are linked together. Based on the previous research basis, the related theories of brand experience and brand equity are reviewed. Then combining the characteristics of the smartphone industry to establish a brand experience on the dynamic impact of brand equity research model and research hypotheses; then carried out an empirical test and the analysis of variance for different demographic characteristics. Through the empirical test, this paper proves that the five components of brand experience have a significant impact on the three constituent dimensions of brand equity, and the perceived quality and brand association also have a significant impact on brand loyalty in the component dimensions of brand equity. Finally, it puts forward the relevant marketing enlightenment.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.63

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