消费者差异化感知价值对品牌忠诚的影响研究

发布时间：2018-06-02 15:47

本文选题：品牌忠诚 + 消费者感知价值　；参考：《兰州大学》2008年硕士论文

【摘要】： 在营销文献中,对消费者品牌忠诚的研究已经有三十多年的历史,且已得出了许多有重要价值的研究结论,但是,大多数研究侧重于分析品牌忠诚的结果,而缺乏对品牌忠诚行为的产生及主要驱动因素的研究,而后者正是企业品牌营销实践中迫切需要解决的问题。作为品牌忠诚主要影响因素的消费者感知价值(Customer Perceived Value)自20世纪90年代以来,已成为营销理论界和企业界共同关注的焦点,被视为竞争优势的新来源。现有研究表明,消费者的感知价值会影响品牌忠诚,但消费者的差异及感知对象的不同又是如何综合影响感知价值,进而影响品牌忠诚的,目前还缺乏综合性的考虑和研究,而从感知主体及感知客体的差异研究品牌忠诚问题,对企业品牌战略的选择及有效开展品牌营销具有重要意义。文章在相关文献回顾与分析的基础上,对品牌忠诚及品牌忠诚的主要驱动因素——消费者感知价值的概念、维度和影响因素进行了研究,提出消费者感知价值是影响品牌忠诚的主要因素,而消费者性别差异及产品类别差异又影响消费者感知价值,并据此提出了本文的研究假设及理论模型;根据研究假设形成调查问卷的指标体系结构和初始问卷,确定研究对象(选择品牌产品)和问卷调查对象;经过回收问卷的整理、编码、录入及数据分析,对样本的分布情况以及问卷的效度和信度进行检验,并运用相关分析、回归分析等多元统计方法得出影响消费者感知价值进而影响品牌忠诚的因子,对研究假设进行验证;最后对研究结果进行理论分析,并提出营销策略,以期深化品牌研究领域的理论内容,并为企业品牌营销实践提供借鉴。
[Abstract]:In the marketing literature, the research on consumer brand loyalty has been more than 30 years, and has drawn many valuable conclusions. However, most of the studies focus on the analysis of brand loyalty results. However, there is a lack of research on the emergence and main driving factors of brand loyalty, which is an urgent problem in the practice of brand marketing. Since 1990s, customer Perceived value, which is the main influencing factor of brand loyalty, has become the focus of attention of marketing theorists and enterprises, and is regarded as a new source of competitive advantage. Existing studies show that the perceived value of consumers will affect brand loyalty, but how consumers' differences and perceived objects have a comprehensive impact on perceived value, and then affect brand loyalty, there is still a lack of comprehensive consideration and research. It is of great significance to study brand loyalty from the difference between the perception subject and the perceived object, which is of great significance to the choice of brand strategy and the effective development of brand marketing. Based on the review and analysis of relevant literature, this paper studies the concept, dimension and influencing factors of consumer perceived value, which are the main driving factors of brand loyalty and brand loyalty. It is pointed out that consumer perceived value is the main factor influencing brand loyalty, while gender difference and product category difference affect consumer perceived value, and the research hypotheses and theoretical models of this paper are put forward. According to the research hypothesis to form the questionnaire index system structure and the initial questionnaire, determine the research object (choose brand product) and the questionnaire object, after the collection of the questionnaire, code, input and data analysis, The distribution of the sample, the validity and reliability of the questionnaire were tested, and the factors influencing consumer perceived value and brand loyalty were obtained by using correlation analysis, regression analysis and other multivariate statistical methods, and the research hypotheses were verified. In the end, the author makes a theoretical analysis of the research results and puts forward marketing strategies in order to deepen the theoretical content in the field of brand research and to provide reference for the enterprise brand marketing practice.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】