口牌体验对品牌依恋影响的实证研究

发布时间：2018-05-23 07:43

本文选题：品牌体验 + 品牌依恋　；参考：《辽宁大学》2015年硕士论文

【摘要】：在当今的市场竞争中,品牌的作用越来越凸显,而消费者已经成为市场中的核心,要想在市场竞争中生存,必须注重品牌和消费者的感受。在本文中,笔者将研究品牌体验对品牌依恋的影响,以及产品涉入度的调节作用。在营销实践中客户的品牌体验是非常重要的。这些品牌体验的因素会影响消费者的品牌依恋。品牌体验是有五个维度:感官,情感,行为,思考和关联。本研究通过文献阅读提出研究框架构思,之后以手机的使用者为调查对象进行问卷调查。共收集了376个顾客样本,通过SPSS19.0统计软件分析问卷资料与模型架构,以及变量之间的关系。在竞争白热化的手机市场,已拥有数额庞大的用户群体。如何使顾客通过产品,服务体验,提升对手机的品牌依恋,对手机行业的未来发展至关重要。本研究聚焦手机的使用者,探究品牌体验的每个维度对品牌依恋的效果以及产品涉入度的调节作用。通过研究得出以下结论:1.品牌体验的感官、情感、行动及关联体验均能够正向影响品牌依恋。2.产品涉入度越高,感官、情感、行动及关联体验对品牌依恋的影响效果越明显。3.Braku和Schmitt(2009)的品牌体验测量量表及Lacoeuilhe(2007)的品牌依恋量表同样适用于中国文化背景。最后,本文提出了基于感官体验、情感体验、行为体验及关联体验的营销策略。
[Abstract]:In today's market competition, the role of brand is more and more prominent, and consumers have become the core of the market. In order to survive in the market competition, we must pay attention to the brand and consumer's feelings. In this paper, I will study the influence of brand experience on brand attachment and the regulatory effect of product involvement. In marketing practice, the customer's brand experience is very important. These brand experience factors will affect consumer brand attachment. Brand experience has five dimensions: sensory, emotional, behavioral, thinking and relevance. In this study, the framework of the research was proposed through literature reading, and then the users of mobile phones were investigated by questionnaire. A total of 376 customer samples were collected to analyze the relationship between questionnaire data, model structure and variables by SPSS19.0 statistical software. In the fierce competition in the mobile phone market, has a large number of users. How to enable customers to promote brand attachment through product and service experience is of great importance to the future development of mobile phone industry. This study focuses on mobile phone users and explores the effects of each dimension of brand experience on brand attachment and product involvement. The following conclusion is drawn from the study: 1. The sensory, emotional, action and related experiences of brand experience can positively affect brand attachment. 2. The higher the level of product involvement, the more significant the effects of sensory, emotional, action and related experience on brand attachment. 3. Braku and Schmittschmitt 2009) Brand experience scale and Lacoeuilhehe 2007) Brand attachment scale are also applicable to Chinese cultural background. Finally, this paper proposes marketing strategies based on sensory experience, emotional experience, behavioral experience and associated experience.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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