基于顾客的品牌资产对消费者购买意愿的影响研究

发布时间：2018-03-14 13:06

本文选题：品牌资产　切入点：购买意愿　出处：《天津理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国各个行业相继进入品牌时代，，品牌已经成为企业最重要的无形资产之一。顾客对品牌的重视程度日益提高，品牌被赋予的价值和功能远远超出了识别不同制造商及中间商的标志。国内企业对品牌的运营和管理已经积累了一定的经验，但是，在实际的操作过程中仍然存在许多问题。其中一个重要问题是品牌的投资是否能有效的转化成为顾客购买。基于顾客的品牌资产及购买意愿作为衡量品牌资产及顾客购买的重要指标，为企业进行品牌管理提供了参考。为了更好的探寻品牌资产的不同维度对消费者购买意愿的影响，并形成品牌资产对购买意愿的影响模型，本文主要做了以下几个方面的研究。首先，在国内外文献整理、汇总的基础上，简单分析了品牌资产的几种主流研究视角，阐述了基于顾客的品牌资产的定义和维度划分。分析了主要文献中基于顾客的品牌资产的评估方法，指出其利弊。并对购买意愿的影响因素和度量方法进行了研究，从而为模型提出奠定基础。其次，在品牌营销文献研究的基础上，研究品牌认知、感知质量、感知价值、品牌个性和公司联想的相互作用及其对购买意愿的影响，提出品牌资产与购买意愿的关系假设及模型。研究表明，品牌对购买意愿的影响取决于顾客对品牌不同维度的认同程度。再次，在确定研究方法和研究设计的基础上，进行了问卷调查和模型的验证分析。利用相关分析软件，建立起结构方程模型并进行了分析运行。得到了基于顾客的品牌资产对购买意愿在以洗衣粉为代表的日用品和以手机为代表的电子消费品中的模型结果。研究发现对于洗衣粉产品，品牌认知、感知价值和公司联想对购买意愿有显著的正向影响；对于手机产品，感知质量、感知价值、品牌个性和公司联想对购买意愿有显著的正向影响。最后，结合实际问题本文为国内企业合理有效地建立基于顾客的品牌资产提供了相应的管理建议。
[Abstract]:As China's various industries have entered the brand era, brand has become one of the most important intangible assets of enterprises. Brand is endowed with value and function far beyond identifying different manufacturers and middlemen. Domestic enterprises have accumulated some experience in brand operation and management, but, There are still many problems in the actual operation. One of the important questions is whether brand investment can be effectively transformed into customer purchase. Important indicators of customer buying, In order to better explore the influence of different dimensions of brand equity on consumers' willingness to buy and to form a model of brand equity's influence on purchase intention, this paper mainly studies the following aspects. First of all, on the basis of literature collation and summary at home and abroad, this paper briefly analyzes several mainstream research perspectives of brand equity. This paper expounds the definition and dimensionality division of customer-based brand equity, analyzes the evaluation methods of customer-based brand equity in the main literature, points out its advantages and disadvantages, and studies the influencing factors and measurement methods of purchasing intention. Thus, the foundation of the model is established. Secondly, based on the research of brand marketing literature, the paper studies the interaction of brand cognition, perceived quality, perceived value, brand personality and company association and its influence on purchase intention. The relationship between brand equity and purchase intention is hypothesized and the research shows that the influence of brand on purchase intention depends on the degree of customer's approval of different dimensions of brand. Thirdly, on the basis of determining the research method and research design, the questionnaire survey and model verification analysis are carried out. The structural equation model is established and analyzed and run. The model results of customer's brand asset pair purchase intention in daily necessities represented by laundry powder and electronic consumer goods represented by mobile phone are obtained. For washing powder products, Brand cognition, perceived value and company association have significant positive effects on purchase intention, while on mobile phone products, perceived quality, perceived value, brand personality and company association have significant positive effects on purchase intention. Finally, combined with practical problems, this paper provides corresponding management suggestions for domestic enterprises to establish customer-based brand equity reasonably and effectively.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F224

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