本文選題：品牌形象　切入點(diǎn)：感知質(zhì)量　出處：《浙江工業(yè)大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 目前中國市場已經(jīng)進(jìn)入品牌競爭時(shí)代,企業(yè)之間的競爭歸根結(jié)底是品牌之間的競爭。這使得品牌資產(chǎn)的研究逐漸成為營銷理論和實(shí)踐領(lǐng)域普遍關(guān)心的熱門話題,而品牌形象作為驅(qū)動品牌資產(chǎn)的關(guān)鍵要素和品牌資產(chǎn)的主要來源,企業(yè)可以通過品牌定位和營銷活動開發(fā)獨(dú)特的品牌形象,建立有吸引力的差異化品牌形象策略,從而盡可能地減少品牌競爭,最終形成強(qiáng)勢品牌。因此,品牌形象是一項(xiàng)具有重要戰(zhàn)略價(jià)值的資產(chǎn),是反映企業(yè)核心競爭力的重要指標(biāo),是企業(yè)獲得持續(xù)性競爭優(yōu)勢的重要營銷策略。 雖然有關(guān)品牌形象的研究為企業(yè)管理者實(shí)施品牌形象營銷提供了一些切實(shí)可行的借鑒,然而,有關(guān)品牌形象的概念界定、構(gòu)成維度的劃分以及品牌形象與顧客消費(fèi)行為之間的關(guān)系研究仍然存在著一些不足。為了解決這些問題,本次研究通過采用文獻(xiàn)回顧、定性研究、定量研究等方法加以分析,具體分析過程如下: 首先,品牌形象的概念界定及其構(gòu)成研究(第二章)。本次研究首先對品牌形象的概念進(jìn)行了文獻(xiàn)回顧,并以此對品牌形象進(jìn)行了概念界定;然后對品牌形象的構(gòu)成進(jìn)行了文獻(xiàn)回顧,并結(jié)合定性研究的基礎(chǔ)上確定出本次研究的品牌形象測量模型及其假設(shè);最后通過探索性研究和正式研究對品牌形象測量模型及其假設(shè)進(jìn)行檢驗(yàn)和修正。通過面向杭州部分高校學(xué)生收集的原始數(shù)據(jù),使用spss13.0和amos5.0統(tǒng)計(jì)軟件進(jìn)行分析,本次研究驗(yàn)證了品牌形象具有多維性,并且它可由產(chǎn)品功能、產(chǎn)品外觀、市場表現(xiàn)、公司形象及其品牌個(gè)性等5個(gè)維度解釋。數(shù)據(jù)分析表明,本次研究開發(fā)的測量品牌形象的量表具有較好的可靠性和有效性。 其次,品牌形象不同緯度對價(jià)值-滿意-忠誠關(guān)系的影響研究(第三章)。本次研究首先對感知質(zhì)量、感知價(jià)值、顧客滿意以及品牌忠誠的概念和測量進(jìn)行了文獻(xiàn)回顧并加以界定;然后針對品牌形象不同緯度對感知質(zhì)量、感知價(jià)值、顧客滿意、品牌忠誠的影響進(jìn)行了文獻(xiàn)回顧,并據(jù)此提出了品牌形象不同緯度對價(jià)值-滿意-忠誠關(guān)系的影響機(jī)制模型及其假設(shè);最后通過探索性研究和正式研究對其模型及其假設(shè)進(jìn)行檢驗(yàn)和修正。通過面向杭州部分高校學(xué)生收集的原始數(shù)據(jù),使用spss13.0和amos5.0統(tǒng)計(jì)軟件進(jìn)行分析,數(shù)據(jù)實(shí)證結(jié)果表明:1)產(chǎn)品功能對感知質(zhì)量有直接的正向影響,以及其對感知價(jià)值、顧客滿意均有直接和間接的正向影響,而其對品牌忠誠有間接的正向影響;2)產(chǎn)品外觀對感知質(zhì)量和感知價(jià)值均沒有顯著影響,而其對顧客滿意和品牌忠誠均有顯著的正向影響;3)市場表現(xiàn)對感知價(jià)值有直接的負(fù)向影響,以及其對顧客滿意和品牌忠誠均有間接的負(fù)向影響;4)公司形象對感知質(zhì)量有直接的正向影響,以及其對感知價(jià)值、顧客滿意、品牌忠誠均有直接和間接的正向影響;5)品牌個(gè)性對感知質(zhì)量、感知價(jià)值、顧客滿意和品牌忠誠忠誠均沒有顯著影響;6)從品牌形象不同維度對感知質(zhì)量的影響效應(yīng)來看,產(chǎn)品功能的作用大于公司形象;7)從品牌形象不同維度對感知價(jià)值的影響效應(yīng)來看,產(chǎn)品功能作用最大,市場表現(xiàn)次之,公司形象最小;8)從品牌形象不同維度對顧客滿意的影響效應(yīng)來看,產(chǎn)品功能作用最大,公司形象次之,市場表現(xiàn)再次之,產(chǎn)品外觀最小;9)從品牌形象不同維度對品牌忠誠的影響效應(yīng)來看,公司形象最大,產(chǎn)品外觀次之,產(chǎn)品功能再次之,市場表現(xiàn)最小。數(shù)據(jù)分析表明,本次研究所構(gòu)建的品牌形象不同緯度對價(jià)值.滿意.忠誠關(guān)系的影響機(jī)制模型具有較好的模型復(fù)核效度。 最后,品牌形象對價(jià)值-滿意-忠誠關(guān)系的影響研究(第三章)。本次研究首先對感知質(zhì)量、感知價(jià)值、顧客滿意以及品牌忠誠的概念和測量進(jìn)行了文獻(xiàn)回顧并加以界定;然后針對品牌形象對感知質(zhì)量、感知價(jià)值、顧客滿意、品牌忠誠的影響進(jìn)行了文獻(xiàn)回顧,并據(jù)此提出了品牌形象對價(jià)值-滿意-忠誠關(guān)系的影響機(jī)制模型及其假設(shè);最后通過探索性研究和正式研究對其模型及其假設(shè)進(jìn)行檢驗(yàn)和修正。通過面向杭州部分高校學(xué)生收集的原始數(shù)據(jù),使用spss13.0和amos5.0統(tǒng)計(jì)軟件進(jìn)行分析,數(shù)據(jù)實(shí)證結(jié)果表明:1)品牌形象對感知質(zhì)量有直接的正向影響;2)品牌形象通過感知質(zhì)量對感知價(jià)值有間接的正向影響;3)品牌形象對顧客滿意有直接的正向影響,也可以通過感知質(zhì)量或感知價(jià)值對顧客滿意有間接的正向影響;4)品牌形象對品牌忠誠有直接的正向影響,也可以通過感知質(zhì)量、感知價(jià)值或顧客滿意對品牌忠誠有間接的正向影響。數(shù)據(jù)分析表明,本次研究所構(gòu)建的品牌形象對價(jià)值-滿意-忠誠關(guān)系的影響機(jī)制模型具有較好的模型復(fù)核效度。 本次研究的創(chuàng)新點(diǎn)在于:1)通過文獻(xiàn)回顧和定性研究(包括專題組座談和深度訪談)相結(jié)合的方式,在中國特定文化背景下確定出品牌形象的結(jié)構(gòu)維度,它包括產(chǎn)品功能、產(chǎn)品外觀、市場表現(xiàn)、公司形象及其品牌個(gè)性等5個(gè)維度,提出并通過可靠性分析、驗(yàn)證性因子分析、比較模型分析及其模型復(fù)核效度檢驗(yàn)等途徑驗(yàn)證了本次研究所構(gòu)建的品牌形象5維度測量模型的合理性:2)在文獻(xiàn)回顧的基礎(chǔ)上,提出并通過可靠性分析、驗(yàn)證性因子分析、比較模型分析及其模型復(fù)核效度檢驗(yàn)等途徑實(shí)證了本次研究所構(gòu)建的品牌形象不同維度對價(jià)值-滿意-忠誠關(guān)系的影響機(jī)制模型,從而區(qū)分并清晰了品牌形象不同維度與感知質(zhì)量、感知價(jià)值、顧客滿意以及品牌忠誠關(guān)系的復(fù)雜路徑,加深了品牌形象不同維度對顧客消費(fèi)行為具有不同的影響效應(yīng)的理解;3)在文獻(xiàn)回顧的基礎(chǔ)上,提出并通過可靠性分析、驗(yàn)證性因子分析、比較模型分析及其模型復(fù)核效度檢驗(yàn)等途徑實(shí)證了本次研究所構(gòu)建的品牌形象對價(jià)值-滿意-忠誠關(guān)系的影響機(jī)制模型,從而加深了有關(guān)品牌形象和顧客消費(fèi)行為關(guān)系的理解。
[Abstract]:At present, Chinese market has entered the era of brand competition, the competition between enterprises is the competition between brands. After all this makes the study of brand equity has become a hot topic of general interest in the field of marketing theory and practice, and brand image as the main source of the key factors driving the brand equity and brand equity, brand positioning and marketing enterprises can the development of a unique brand image, attractive brand differentiation strategy is established, so as to minimize the brand competition, and ultimately the formation of a strong brand. Therefore, brand image is an important and strategic value of the assets is an important index to reflect the core competitiveness of enterprises, is an important marketing strategy of the enterprise to obtain sustainable competitive advantage.
Although the research on the brand image to provide some practical reference for enterprise managers, marketing implementation of brand image on brand image however, concept definition, research on the relationship between the dimensions of the division and the brand image and consumer behavior still exists some shortage. In order to solve these problems, this study through the literature review, qualitative research, quantitative research methods to analysis, concrete analysis process is as follows:
First of all, the definition and composition of the concept of brand image (chapter second). This study first the concept of the brand image of the literature review, which defines the concept of brand image on brand image; then the literature review, based on qualitative research to determine the measurement model of brand image study and hypothesis; finally through exploratory research and formal research to verify and modify the brand image measurement model and its assumptions. Through the original data for the Hangzhou part of College Students' network, using SPSS13.0 and AMOS5.0 statistical software for analysis, this research verified the brand image is multi-dimensional, and it can be a function of products, the appearance of the product, market performance, interpretation of the 5 dimensions of corporate image and brand personality. The data analysis shows that the measurement of the brand image of the research and development The table has good reliability and effectiveness.
Secondly, effects of different latitudes on brand image quality satisfaction loyalty relationship (the third chapter). This study first on the perceived quality, perceived value, customer satisfaction and brand loyalty of the concept and measurement of the literature review and definition; then according to the brand image of different latitudes on perceived quality, perceived value, customer satisfaction the impact of brand loyalty, the literature review, and puts forward the brand image of different latitudes on Quality Satisfaction Loyalty Relationship between the model and its influence mechanism hypothesis; finally through exploratory research and formal research to verify and modify the model and hypothesis. Through the original data for the Hangzhou part of College Students' network, and use SPSS13.0 AMOS5.0 statistical software for data analysis, the empirical results show that: 1) the product function has a direct positive impact on perceived quality, and the perceived value, Gu Customer satisfaction has a positive impact directly and indirectly, and its indirect impact on brand loyalty; 2) the appearance of the product had no significant influence on perceived quality and perceived value, and on the customer satisfaction and brand loyalty has a positive effect; 3) market value has a direct negative effect on perception well, the customer satisfaction and loyalty to the brand has indirect negative impact; 4) the company's image has a direct positive impact on perceived quality and the perceived value, customer satisfaction, brand loyalty has a positive direct and indirect effect; 5) brand personality on perceived quality, perceived value, customer satisfaction and brand loyalty loyalty are not significant; 6) from different dimensions of brand image influence on perceived quality effect, product function is greater than the image of the company; 7) from different dimensions of brand image influence on perceived value effect View, product function, the market performance of the company image minimum; 8) effect from different dimensions of brand image on customer satisfaction, product function, corporate image of market performance again, the appearance of the product is minimum; 9) from the effects of brand image on different dimensions of brand loyalty view the image of the company, the largest, followed by the appearance of the product, the product function again, the market performance is minimal. Data analysis shows that this study has established the brand image of different latitude value. Satisfactory. The influence mechanism of the relationship between loyalty model with model review validity.
Finally, effects of brand image on Quality Satisfaction Loyalty Relationship (the third chapter). This study first on the perceived quality, perceived value, customer satisfaction and brand loyalty of the concept and measurement of the literature review and definition; then according to the brand image on perceived quality, perceived value, customer satisfaction, brand influence the loyalty of the literature review, and the value of brand satisfaction loyalty influence mechanism model and hypothesis proposed; finally through exploratory research and formal research to verify and modify the model and hypothesis. Through the original data for the Hangzhou part of College Students' network, using SPSS13.0 and AMOS5.0 statistical software for analysis the data, the empirical results show that: 1) the brand image has a direct positive impact on perceived quality; 2) brand image through perceived quality on perceived value have indirect positive Effect; 3) the brand image has positive effect on customer satisfaction directly, can also be through perceived quality or perceived value has a positive impact on customer satisfaction indirectly; 4) the brand image has a direct positive impact on brand loyalty, also can through the perceived quality, perceived value and customer satisfaction has an indirect positive effect on brand loyalty the data analysis shows that the relationship between the loyalty effect mechanism model of brand image on quality satisfaction model has better validity check.
The innovation of this study lies in: 1) through literature review and qualitative research (including thematic group discussions and interviews) combination, determine the structure dimensions of brand image in Chinese specific cultural background, including product features, product appearance, market performance, the 5 dimensions of corporate image and brand personality etc. put forward and, through reliability analysis, confirmatory factor analysis, comparative analysis and model checking model validity test verified the way of brand image of the rationality of the 5 dimension measurement model: 2) on the basis of literature review, put forward and through the reliability analysis, confirmatory factor analysis, model analysis and model comparison check the validity of the empirical study has established the brand image of different dimensions of value satisfaction loyalty influence mechanism model, so as to distinguish and clear brand The image of different dimensions and perceived quality, perceived value, customer satisfaction and brand loyalty complex path relationship, enhance the brand image of different dimensions have different effects in the understanding of consumer behavior; 3) on the basis of literature review, put forward and through reliability analysis, confirmatory factor analysis, model analysis and model comparison check the validity of the empirical research of brand image on value satisfaction loyalty influence mechanism model, so as to deepen the relationship between brand image and consumer behavior understanding.

【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 于君英;品牌價(jià)值的形象識別效應(yīng)研究[D];東華大學(xué);2011年

相關(guān)碩士學(xué)位論文 前3條

1 灑聰敏;基于顧客感知價(jià)值的品牌、廣告、口碑對購買意愿的影響研究[D];華南理工大學(xué);2011年

2 李靜;中式快餐企業(yè)品牌形象構(gòu)成要素與評價(jià)研究[D];西北農(nóng)林科技大學(xué);2012年

3 姜婷;基于技術(shù)接受模型的網(wǎng)絡(luò)購物滿意度影響因素研究[D];華東理工大學(xué);2013年

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本文編號：1592819