品牌形象对顾客价值的影响研究

发布时间：2018-03-16 12:35

本文选题：品牌形象　切入点：感知风险　出处：《东北大学》2009年硕士论文　论文类型：学位论文

【摘要】：在现今的市场竞争中,品牌形象已经逐渐成为新的竞争优势来源,有没有良好且鲜明的品牌形象,是衡量一个企业成功与否的重要指标。企业的品牌形象深入人心,能为企业与顾客的沟通搭建桥梁,创造顾客价值,促进产品或服务的购买,从而为企业创造财富。品牌形象影响顾客价值的创造,对此学者们已经做了大量的研究工作,研究结果也证实了这一论断。然而,多数研究没有说明品牌形象是如何影响顾客价值的,对其深层机理并未给出科学的解释。因此,借鉴前人已有的研究成果,科学地研究品牌形象对顾客价值的影响机制,总结品牌形象建设的一般性规律,对企业合理配置有限资源和提高品牌建设效率具有重大意义。本研究在大量文献回顾的基础上,构建了一个理论研究框架。该框架由前因变量(品牌形象的三个子形象：产品形象、公司形象、使用者形象)、中介变量(感知风险)、结果变量(顾客价值)三类变量和相应的路径关系组成,希望借此框架来解释品牌形象对顾客价值的影响途径及影响程度。本研究以中国手机行业为例,通过预调查对初始问卷的效度与信度分析来筛选量表题目并形成最终问卷,而后通过对问卷进行SEM分析,得到研究结论如下：品牌形象的三个子形象,即产品形象、公司形象和使用者形象,均对顾客价值有直接正向影响,且直接影响均为主效应,感知风险对顾客价值有负向的影响作用,同时,产品形象与公司形象还通过感知风险对顾客价值产生间接影响。从影响程度上看,产品形象对顾客价值的影响程度最大,公司形象次之,使用者形象最弱。
[Abstract]:In the current market competition, brand image has gradually become a new source of competitive advantage. Whether there is a good and distinct brand image is an important indicator to measure the success of an enterprise. It can build bridges between enterprises and customers, create customer value, promote the purchase of products or services, and thus create wealth for enterprises. Many scholars have done a lot of research on the influence of brand image on the creation of customer value, which has been confirmed by the research results. However, most of the studies do not explain how brand image affects customer value. There is no scientific explanation for the deep mechanism of brand image. Therefore, the influence mechanism of brand image on customer value is studied scientifically, and the general law of brand image construction is summarized. It is of great significance for enterprises to allocate limited resources rationally and improve the efficiency of brand building. On the basis of a lot of literature review, this study constructs a theoretical research framework, which consists of three sub-images of brand image: product image, corporate image, predependent variable. User image, intermediary variable (perceived risk), result variable (customer value) and corresponding path relationship, I hope to use this framework to explain the impact of brand image on customer value. This study takes the Chinese mobile phone industry as an example to screen the questionnaire title and form the final questionnaire through pre-investigation of the validity and reliability analysis of the initial questionnaire. Then through the SEM analysis of the questionnaire, the conclusions are as follows: the three sub-images of the brand image, namely, the product image, the company image and the user image, all have a direct positive impact on customer value, and the direct impact is the main effect. Perceived risk has a negative impact on customer value, and at the same time, product image and company image have indirect influence on customer value through perceived risk. The company image is second, the user image is the weakest.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F224

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