消费者品牌学习动机与品牌资产关系的实证研究

发布时间：2018-04-10 09:43

本文选题：品牌资产　切入点：品牌知识　出处：《复旦大学》2008年硕士论文

【摘要】： 品牌资产的建设是品牌理论的重要组成部分,对品牌资产的研究分为财务上的和消费者视角上的两个方面,本文中所指的是后者,包括品牌知识和品牌忠诚两个部分。品牌资产的核心是如何为消费者建立品牌的内涵,消费者品牌学习是消费者建立品牌内涵的关键,因为消费者学习到的品牌知识和由此产生的品牌忠诚是企业最重要的品牌资产。对于消费者品牌学习行为的产生,消费者品牌学习动机起到非常重要的作用。本文的研究目的是探讨消费者品牌学习动机与品牌资产之间的相互关系。首先对消费者学习理论、动机理论和品牌知识、品牌忠诚理论的发展进行了梳理和分析,在此基础上,本文把消费者品牌学习动机划分为内部动机和外部动机两个维度,并对内部动机和外部动机进一步细分,其中,内部动机细分为功能导向动机、情感导向动机和自我表现导向动机三个因子,外部动机细分为从众导向动机、品牌强化导向动机和榜样导向动机三个因子,同样,品牌知识也进一步细分为品牌知名度和品牌形象两个因子,品牌忠诚进一步细分为品牌态度忠诚和情感忠诚两个因子。通过对这些因子之间相互影响作用及影响强度的研究和探讨,从而对消费者品牌学习内部动机、外部动机和品牌知识、品牌忠诚之间的关系机理进行探讨。本文通过对消费者的调查数据作为分析的基础,经过数据搜集和实证分析对研究假设进行验证,根据验证结果建立消费者品牌学习动机与品牌资产关系模型。在数据分析和验证过程中,本文着重探讨了上述哪些因子对于构建品牌忠诚具有较大的影响,最后针对这些因子的特点,提出相应的品牌策略,为企业发展品牌和建立顾客忠诚提供理论上和实践上的借鉴。
[Abstract]:The construction of brand equity is an important part of brand theory. The research on brand equity can be divided into two aspects: financial and consumer perspective. This paper refers to the latter, which includes two parts: brand knowledge and brand loyalty.The core of brand equity is how to build brand connotation for consumers.Because consumers learn brand knowledge and brand loyalty is the most important brand assets.For consumer brand learning behavior, consumer brand learning motivation plays a very important role.The purpose of this paper is to explore the relationship between consumer brand learning motivation and brand equity.Firstly, the development of consumer learning theory, motivation theory, brand knowledge and brand loyalty theory is analyzed. On this basis, the consumer brand learning motivation is divided into two dimensions: internal motivation and external motivation.And the internal motivation and external motivation are further subdivided into three factors: functional motivation, affective motivation and self-performance oriented motivation, and external motivation is divided into crowd oriented motivation.Similarly, brand knowledge is further subdivided into two factors: brand awareness and brand image, and brand loyalty is further subdivided into two factors: brand attitude loyalty and emotional loyalty.Through the research and discussion on the interaction and intensity of these factors, the relationship mechanism between the internal motivation, external motivation, brand knowledge and brand loyalty of consumer brand learning is discussed.Based on the analysis of consumer survey data, this paper verifies the research hypothesis through data collection and empirical analysis, and establishes the relationship model between consumer brand learning motivation and brand equity according to the verification results.In the process of data analysis and verification, this paper focuses on which of the above factors have a greater impact on the building of brand loyalty, finally, according to the characteristics of these factors, put forward the corresponding brand strategy.For enterprises to develop brands and establish customer loyalty to provide theoretical and practical reference.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274

【引证文献】