品牌联合效果影响因素研究

发布时间：2018-03-18 01:38

本文选题：品牌联合　切入点：感知质量　出处：《华中农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化发展步伐的加快,市场竞争日益激烈的今天,人们对于产品的追求渐渐转移到产品的精神层面,品牌已经成为企业获得市场竞争优势的有力保证,品牌管理渐渐成为企业重要的管理领域之一。品牌联合作为品牌管理的一个重要手段渐渐被越来越多的企业所运用,其中电子行业与汽车行业尤为突出。国外对于品牌联合的研究已经十分完备,但是国内对于品牌联合的研究只是少量的定性的研究。因此,本文基于国外学者的研究成果,对国内品牌青岛啤酒与三得利株式会社的品牌联合效果进行定量的深入的调查分析,本研究涉足于研究较少的饮料制造行业,同时也为其他行业的品牌联合提供战略指导和发展建议有着重大的意义。本文旨在探讨品牌联合中各因素对消费者购买意愿的影响,以及在此过程中品牌评价的中间作用。本文通过阅读国内外相关文献,明确了研究框架,建立了元素品牌感知质量、元素品牌知名度、元素品牌信任为自变量消费者购买意愿为因变量的概念模型,联合品牌评价充当中间变量,品牌个性相似度正向调节自变量对品牌评价的影响。研究通过问卷调查方法,以问卷星网站为平台向全国随机推送问卷来完成样本数据采集,使用SPSS软件对样本数据进行信度和效度分析、因子分析和线性回归分析来完成本文的假设检验。研究发现:(1)消费者对元素品牌感知质量越高,对联合品牌产品的品牌评价越高。(2)元素品牌知名度越高,对联合品牌产品的品牌评价越高。(3)消费者对元素品牌信任度越高,对联合品牌产品的品牌评价越高。(4)消费者对联合品牌评价在购买意愿提升的过程中起中介作用。(5)消费者的品牌评价越高,购买意愿越高。(6)品牌个性相似度正向调节自变量对品牌评价的影响。根据研究结论,本文提出(1)企业采取品牌战略合作的时候,需要密切关注彼此的品牌资产,最大限度规避不良的元素品牌资产带来的风险。(2)企业在进行品牌联合的过程中,应当选择与之具有相似品牌个性的品牌。(3)企业在进行品牌战略合作时,应当对消费者有关联合品牌的评价进行实时调查,防止元素品牌的品牌资产迁移出现问题。
[Abstract]:With the rapid development of economic globalization and the increasingly fierce market competition, people's pursuit of products is gradually transferred to the spiritual level of products. Brand has become a strong guarantee for enterprises to obtain market competitive advantage. Brand management has gradually become one of the most important areas of enterprise management. As an important means of brand management, brand alliance has gradually been used by more and more enterprises. Among them, the electronics industry and automobile industry are particularly outstanding. The research on brand alliance has been very complete in foreign countries, but the domestic research on brand alliance is only a few qualitative studies. Therefore, this paper is based on the research results of foreign scholars. A quantitative and in-depth investigation and analysis of the combined effect of domestic brand Tsing Tao Beer and Suntory Co., Ltd. shows that this study is involved in the beverage manufacturing industry, which has few studies. At the same time, it is of great significance to provide strategic guidance and development advice for brand association in other industries. The purpose of this paper is to explore the influence of various factors in brand alliance on consumers' willingness to buy. And the intermediate role of brand evaluation in this process. Through reading the relevant literature at home and abroad, this paper clarifies the research framework, establishes the element brand perception quality, element brand popularity, Element brand trust is the concept model of independent variable consumer's willingness to buy, combined brand evaluation acts as intermediate variable, brand personality similarity positively adjusts the influence of independent variable on brand evaluation. The questionnaire website is used as the platform to push the questionnaire randomly to the whole country to complete the sample data collection, and the reliability and validity of the sample data are analyzed by using SPSS software. Factor analysis and linear regression analysis were used to complete the hypothesis test of this paper. The study found that the higher consumer perceived quality of element brand, the higher the brand rating of co-branded products. The higher the brand rating of the combined brand product, the higher the consumer trust in the element brand. The higher the brand evaluation of the joint brand product is, the higher the consumer's brand evaluation is, the higher the consumer's brand evaluation is, the higher the consumer's brand evaluation is, and the higher the consumer's brand evaluation is, the higher the consumer's brand evaluation is. The higher the willingness to buy, the higher the influence of brand personality similarity on brand evaluation. According to the conclusion of the research, this paper puts forward that enterprises should pay close attention to each other's brand equity when they adopt brand strategic cooperation. In the process of brand association, enterprises should choose the brand with similar brand personality, and the enterprise should carry out brand strategic cooperation, and avoid the risk caused by the bad element brand equity to the maximum extent. (2) in the process of brand combination, the enterprise should choose the brand with similar brand personality. A real-time investigation should be carried out on the consumers' evaluation of the combined brand to prevent the brand equity transfer of the element brand from becoming a problem.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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