笔记本电脑品牌形象对顾客感知价值和品牌忠诚的影响研究

发布时间：2018-11-05 15:23

【摘要】：培育并保持顾客对于企业自身品牌的高度忠诚是企业追求超额利润和竞争优势的重要战略保证。随着对品牌忠诚前因研究的深入，，顾客价值已被认为是获得并保持顾客品牌忠诚的重要驱动因素。而品牌形象，作为反映消费者自身需要、价值观和兴趣的重要主观感知变量，可以影响顾客对于产品或服务各项效用的评价，并进而影响消费者的重复购买和忠诚程度。但目前学术界尚无对“品牌形象顾客感知价值品牌忠诚”这一路径的实证研究。本文在充分回顾和分析文献的基础上，借鉴国内外专家学者的前沿学术成果，构建关于三者关系的研究模型，提出理论假设并设计量表与问卷，经预测试定稿后抽取正式调查样本，利用信度效度分析、因子分析、T检验、相关分析和回归分析等统计方法处理数据，检验假设与模型关系，得到可靠的统计处理结果。通过实证研究方法检验品牌形象对顾客感知价值和品牌忠诚的影响关系，在实证基础上做出研究结论并进行讨论。本文提出品牌形象、顾客感知价值和品牌忠诚的关系模型，尤其是对“品牌形象顾客感知价值品牌忠诚”的作用路径以及顾客感知价值在品牌形象和品牌忠诚间起中介效用的验证，深化了对品牌形象、顾客感知价值和品牌忠诚的影响关系的研究，扩展和丰富了顾客行为理论和品牌理论研究与应用。本研究有助于企业理解顾客的购物决策过程和品牌忠诚行为的形成过程，为企业培育和管理品牌忠诚顾客提供有益的启示，对品牌定位与营销具有重要的指导意义。
[Abstract]:Cultivating and maintaining the high loyalty of customers to their own brands is an important strategic guarantee for enterprises to pursue excess profits and competitive advantages. With the in-depth study of brand loyalty antecedents, customer value has been considered as an important driving factor to obtain and maintain brand loyalty. Brand image, as an important subjective perception variable reflecting consumers' needs, values and interests, can influence the evaluation of the effectiveness of products or services, and then affect the degree of repeated purchase and loyalty of consumers. But there is no empirical research on brand image customer perceived value brand loyalty. Based on a full review and analysis of the literature, this paper draws lessons from the advanced academic achievements of experts and scholars at home and abroad, constructs a research model on the relationship between the three, puts forward theoretical assumptions and designs a scale and a questionnaire. After the forecast is finalized, the formal investigation samples are taken, and the reliability and validity analysis, factor analysis, T test, correlation analysis and regression analysis are used to process the data, and the relationship between the hypothesis and the model is tested, and the reliable statistical processing results are obtained. Through the empirical research method to test the influence of brand image on customer perceived value and brand loyalty, on the basis of empirical research conclusions are made and discussed. This paper puts forward the relationship model of brand image, customer perceived value and brand loyalty. In particular, the function path of "brand image customer perceived value brand loyalty" and the verification of customer perceived value as intermediary utility between brand image and brand loyalty deepen brand image. The research on the relationship between customer perceived value and brand loyalty expands and enriches the research and application of customer behavior theory and brand theory. This study is helpful for enterprises to understand the decision-making process of customer shopping and the forming process of brand loyalty behavior, to provide useful inspiration for enterprises to cultivate and manage brand loyal customers, and to have important guiding significance for brand positioning and marketing.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F416.671

【参考文献】