关键事件营销描述方式对消费者品牌形象评价的影响研究

发布时间：2018-06-15 17:24

本文选题：品牌形象评价 + 关键事件营销　；参考：《江西师范大学》2009年硕士论文

【摘要】： 以往许多学者长期致力于研究广告、产品质量等因素对品牌形象的影响,当Levy将品牌形象定义为是存在于人们心里的关于品牌的各要素的图像及概念的集合体,主要是品牌知识及人们对品牌的主要态度时,有些学者开始探讨品牌形象与消费者个性一致性的关系,但仅仅局限于研究品牌形象与消费者个性的关系或者品牌形象与广告宣传的关系。本研究突破以往研究的局限,研究关键事件营销描述方式对消费者品牌形象评价的影响,并探索了消费者人格与关键事件营销描述方式对品牌形象评价发生影响的内在机制。本研究编制了品牌形象评价问卷,并通过对445名消费者的问卷调查,确定了品牌形象的结构,探讨了消费者个性、关键事件营销、品牌形象评价之间的关系。研究发现:(1)品牌形象是一个多维构念,分别包含质量评价、价格因素评价、产品性能评价、公司形象评价、广告内容评价和广告风格评价6个维度。(2)关键事件营销描述方式对消费者的品牌喜好选择具有显著影响。(3)关键事件营销描述方式能够有效地影响消费者对品牌形象的评价。(4)消费者人格特征在关键事件营销描述方式对消费者品牌形象评价的影响中具有缓冲效应。
[Abstract]:In the past, many scholars devoted themselves to the study of the influence of advertising, product quality and other factors on brand image. When Levy defined brand image as a collection of images and concepts about the elements of a brand that exists in people's minds, Mainly brand knowledge and people's main attitude towards brand, some scholars began to explore the relationship between brand image and consumer personality consistency. However, it is limited to study the relationship between brand image and consumer personality or the relationship between brand image and advertising. This study breaks through the limitations of previous studies, studies the impact of key event marketing description on consumer brand image evaluation, and explores the internal mechanism of consumer personality and key event marketing description to brand image evaluation. This study compiled the brand image evaluation questionnaire, and through the questionnaire survey of 445 consumers, determined the structure of brand image, and discussed the relationship between consumer personality, marketing of key events and brand image evaluation. The study found that the brand image is a multidimensional concept, including quality evaluation, price factor evaluation, product performance evaluation, and company image evaluation. Advertising content Evaluation and Advertising style Evaluation 6 dimensions. 2) key event marketing description mode has significant influence on consumers' brand preference. 3) key event marketing description mode can effectively affect consumer brand shape. Evaluation of image. 4) Consumer personality has a buffer effect in the influence of marketing description of key events on the evaluation of consumer brand image.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.5

【相似文献】