品牌形象的构成及其对价值—满意—忠诚关系的影响研究

发布时间：2018-03-10 09:50

本文选题：品牌形象　切入点：感知质量　出处：《浙江工业大学》2009年硕士论文　论文类型：学位论文

【摘要】： 目前中国市场已经进入品牌竞争时代,企业之间的竞争归根结底是品牌之间的竞争。这使得品牌资产的研究逐渐成为营销理论和实践领域普遍关心的热门话题,而品牌形象作为驱动品牌资产的关键要素和品牌资产的主要来源,企业可以通过品牌定位和营销活动开发独特的品牌形象,建立有吸引力的差异化品牌形象策略,从而尽可能地减少品牌竞争,最终形成强势品牌。因此,品牌形象是一项具有重要战略价值的资产,是反映企业核心竞争力的重要指标,是企业获得持续性竞争优势的重要营销策略。虽然有关品牌形象的研究为企业管理者实施品牌形象营销提供了一些切实可行的借鉴,然而,有关品牌形象的概念界定、构成维度的划分以及品牌形象与顾客消费行为之间的关系研究仍然存在着一些不足。为了解决这些问题,本次研究通过采用文献回顾、定性研究、定量研究等方法加以分析,具体分析过程如下: 首先,品牌形象的概念界定及其构成研究(第二章)。本次研究首先对品牌形象的概念进行了文献回顾,并以此对品牌形象进行了概念界定;然后对品牌形象的构成进行了文献回顾,并结合定性研究的基础上确定出本次研究的品牌形象测量模型及其假设;最后通过探索性研究和正式研究对品牌形象测量模型及其假设进行检验和修正。通过面向杭州部分高校学生收集的原始数据,使用spss13.0和amos5.0统计软件进行分析,本次研究验证了品牌形象具有多维性,并且它可由产品功能、产品外观、市场表现、公司形象及其品牌个性等5个维度解释。数据分析表明,本次研究开发的测量品牌形象的量表具有较好的可靠性和有效性。其次,品牌形象不同纬度对价值-满意-忠诚关系的影响研究(第三章)。本次研究首先对感知质量、感知价值、顾客满意以及品牌忠诚的概念和测量进行了文献回顾并加以界定;然后针对品牌形象不同纬度对感知质量、感知价值、顾客满意、品牌忠诚的影响进行了文献回顾,并据此提出了品牌形象不同纬度对价值-满意-忠诚关系的影响机制模型及其假设;最后通过探索性研究和正式研究对其模型及其假设进行检验和修正。通过面向杭州部分高校学生收集的原始数据,使用spss13.0和amos5.0统计软件进行分析,数据实证结果表明:1)产品功能对感知质量有直接的正向影响,以及其对感知价值、顾客满意均有直接和间接的正向影响,而其对品牌忠诚有间接的正向影响;2)产品外观对感知质量和感知价值均没有显著影响,而其对顾客满意和品牌忠诚均有显著的正向影响;3)市场表现对感知价值有直接的负向影响,以及其对顾客满意和品牌忠诚均有间接的负向影响;4)公司形象对感知质量有直接的正向影响,以及其对感知价值、顾客满意、品牌忠诚均有直接和间接的正向影响;5)品牌个性对感知质量、感知价值、顾客满意和品牌忠诚忠诚均没有显著影响;6)从品牌形象不同维度对感知质量的影响效应来看,产品功能的作用大于公司形象;7)从品牌形象不同维度对感知价值的影响效应来看,产品功能作用最大,市场表现次之,公司形象最小;8)从品牌形象不同维度对顾客满意的影响效应来看,产品功能作用最大,公司形象次之,市场表现再次之,产品外观最小;9)从品牌形象不同维度对品牌忠诚的影响效应来看,公司形象最大,产品外观次之,产品功能再次之,市场表现最小。数据分析表明,本次研究所构建的品牌形象不同纬度对价值.满意.忠诚关系的影响机制模型具有较好的模型复核效度。最后,品牌形象对价值-满意-忠诚关系的影响研究(第三章)。本次研究首先对感知质量、感知价值、顾客满意以及品牌忠诚的概念和测量进行了文献回顾并加以界定;然后针对品牌形象对感知质量、感知价值、顾客满意、品牌忠诚的影响进行了文献回顾,并据此提出了品牌形象对价值-满意-忠诚关系的影响机制模型及其假设;最后通过探索性研究和正式研究对其模型及其假设进行检验和修正。通过面向杭州部分高校学生收集的原始数据,使用spss13.0和amos5.0统计软件进行分析,数据实证结果表明:1)品牌形象对感知质量有直接的正向影响;2)品牌形象通过感知质量对感知价值有间接的正向影响;3)品牌形象对顾客满意有直接的正向影响,也可以通过感知质量或感知价值对顾客满意有间接的正向影响;4)品牌形象对品牌忠诚有直接的正向影响,也可以通过感知质量、感知价值或顾客满意对品牌忠诚有间接的正向影响。数据分析表明,本次研究所构建的品牌形象对价值-满意-忠诚关系的影响机制模型具有较好的模型复核效度。本次研究的创新点在于:1)通过文献回顾和定性研究(包括专题组座谈和深度访谈)相结合的方式,在中国特定文化背景下确定出品牌形象的结构维度,它包括产品功能、产品外观、市场表现、公司形象及其品牌个性等5个维度,提出并通过可靠性分析、验证性因子分析、比较模型分析及其模型复核效度检验等途径验证了本次研究所构建的品牌形象5维度测量模型的合理性:2)在文献回顾的基础上,提出并通过可靠性分析、验证性因子分析、比较模型分析及其模型复核效度检验等途径实证了本次研究所构建的品牌形象不同维度对价值-满意-忠诚关系的影响机制模型,从而区分并清晰了品牌形象不同维度与感知质量、感知价值、顾客满意以及品牌忠诚关系的复杂路径,加深了品牌形象不同维度对顾客消费行为具有不同的影响效应的理解;3)在文献回顾的基础上,提出并通过可靠性分析、验证性因子分析、比较模型分析及其模型复核效度检验等途径实证了本次研究所构建的品牌形象对价值-满意-忠诚关系的影响机制模型,从而加深了有关品牌形象和顾客消费行为关系的理解。
[Abstract]:At present, Chinese market has entered the era of brand competition, the competition between enterprises is the competition between brands. After all this makes the study of brand equity has become a hot topic of general interest in the field of marketing theory and practice, and brand image as the main source of the key factors driving the brand equity and brand equity, brand positioning and marketing enterprises can the development of a unique brand image, attractive brand differentiation strategy is established, so as to minimize the brand competition, and ultimately the formation of a strong brand. Therefore, brand image is an important and strategic value of the assets is an important index to reflect the core competitiveness of enterprises, is an important marketing strategy of the enterprise to obtain sustainable competitive advantage.
Although the research on the brand image to provide some practical reference for enterprise managers, marketing implementation of brand image on brand image however, concept definition, research on the relationship between the dimensions of the division and the brand image and consumer behavior still exists some shortage. In order to solve these problems, this study through the literature review, qualitative research, quantitative research methods to analysis, concrete analysis process is as follows:
First of all, the definition and composition of the concept of brand image (chapter second). This study first the concept of the brand image of the literature review, which defines the concept of brand image on brand image; then the literature review, based on qualitative research to determine the measurement model of brand image study and hypothesis; finally through exploratory research and formal research to verify and modify the brand image measurement model and its assumptions. Through the original data for the Hangzhou part of College Students' network, using SPSS13.0 and AMOS5.0 statistical software for analysis, this research verified the brand image is multi-dimensional, and it can be a function of products, the appearance of the product, market performance, interpretation of the 5 dimensions of corporate image and brand personality. The data analysis shows that the measurement of the brand image of the research and development The table has good reliability and effectiveness.
Secondly, effects of different latitudes on brand image quality satisfaction loyalty relationship (the third chapter). This study first on the perceived quality, perceived value, customer satisfaction and brand loyalty of the concept and measurement of the literature review and definition; then according to the brand image of different latitudes on perceived quality, perceived value, customer satisfaction the impact of brand loyalty, the literature review, and puts forward the brand image of different latitudes on Quality Satisfaction Loyalty Relationship between the model and its influence mechanism hypothesis; finally through exploratory research and formal research to verify and modify the model and hypothesis. Through the original data for the Hangzhou part of College Students' network, and use SPSS13.0 AMOS5.0 statistical software for data analysis, the empirical results show that: 1) the product function has a direct positive impact on perceived quality, and the perceived value, Gu Customer satisfaction has a positive impact directly and indirectly, and its indirect impact on brand loyalty; 2) the appearance of the product had no significant influence on perceived quality and perceived value, and on the customer satisfaction and brand loyalty has a positive effect; 3) market value has a direct negative effect on perception well, the customer satisfaction and loyalty to the brand has indirect negative impact; 4) the company's image has a direct positive impact on perceived quality and the perceived value, customer satisfaction, brand loyalty has a positive direct and indirect effect; 5) brand personality on perceived quality, perceived value, customer satisfaction and brand loyalty loyalty are not significant; 6) from different dimensions of brand image influence on perceived quality effect, product function is greater than the image of the company; 7) from different dimensions of brand image influence on perceived value effect View, product function, the market performance of the company image minimum; 8) effect from different dimensions of brand image on customer satisfaction, product function, corporate image of market performance again, the appearance of the product is minimum; 9) from the effects of brand image on different dimensions of brand loyalty view the image of the company, the largest, followed by the appearance of the product, the product function again, the market performance is minimal. Data analysis shows that this study has established the brand image of different latitude value. Satisfactory. The influence mechanism of the relationship between loyalty model with model review validity.
Finally, effects of brand image on Quality Satisfaction Loyalty Relationship (the third chapter). This study first on the perceived quality, perceived value, customer satisfaction and brand loyalty of the concept and measurement of the literature review and definition; then according to the brand image on perceived quality, perceived value, customer satisfaction, brand influence the loyalty of the literature review, and the value of brand satisfaction loyalty influence mechanism model and hypothesis proposed; finally through exploratory research and formal research to verify and modify the model and hypothesis. Through the original data for the Hangzhou part of College Students' network, using SPSS13.0 and AMOS5.0 statistical software for analysis the data, the empirical results show that: 1) the brand image has a direct positive impact on perceived quality; 2) brand image through perceived quality on perceived value have indirect positive Effect; 3) the brand image has positive effect on customer satisfaction directly, can also be through perceived quality or perceived value has a positive impact on customer satisfaction indirectly; 4) the brand image has a direct positive impact on brand loyalty, also can through the perceived quality, perceived value and customer satisfaction has an indirect positive effect on brand loyalty the data analysis shows that the relationship between the loyalty effect mechanism model of brand image on quality satisfaction model has better validity check.
The innovation of this study lies in: 1) through literature review and qualitative research (including thematic group discussions and interviews) combination, determine the structure dimensions of brand image in Chinese specific cultural background, including product features, product appearance, market performance, the 5 dimensions of corporate image and brand personality etc. put forward and, through reliability analysis, confirmatory factor analysis, comparative analysis and model checking model validity test verified the way of brand image of the rationality of the 5 dimension measurement model: 2) on the basis of literature review, put forward and through the reliability analysis, confirmatory factor analysis, model analysis and model comparison check the validity of the empirical study has established the brand image of different dimensions of value satisfaction loyalty influence mechanism model, so as to distinguish and clear brand The image of different dimensions and perceived quality, perceived value, customer satisfaction and brand loyalty complex path relationship, enhance the brand image of different dimensions have different effects in the understanding of consumer behavior; 3) on the basis of literature review, put forward and through reliability analysis, confirmatory factor analysis, model analysis and model comparison check the validity of the empirical research of brand image on value satisfaction loyalty influence mechanism model, so as to deepen the relationship between brand image and consumer behavior understanding.

【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274

【引证文献】