本文選題：品牌資產(chǎn)　切入點：購買意愿　出處：《天津理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國各個行業(yè)相繼進入品牌時代，，品牌已經(jīng)成為企業(yè)最重要的無形資產(chǎn)之一。顧客對品牌的重視程度日益提高，品牌被賦予的價值和功能遠遠超出了識別不同制造商及中間商的標志。國內(nèi)企業(yè)對品牌的運營和管理已經(jīng)積累了一定的經(jīng)驗，但是，在實際的操作過程中仍然存在許多問題。其中一個重要問題是品牌的投資是否能有效的轉(zhuǎn)化成為顧客購買�；陬櫩偷钠放瀑Y產(chǎn)及購買意愿作為衡量品牌資產(chǎn)及顧客購買的重要指標，為企業(yè)進行品牌管理提供了參考。為了更好的探尋品牌資產(chǎn)的不同維度對消費者購買意愿的影響，并形成品牌資產(chǎn)對購買意愿的影響模型，本文主要做了以下幾個方面的研究。 首先，在國內(nèi)外文獻整理、匯總的基礎(chǔ)上，簡單分析了品牌資產(chǎn)的幾種主流研究視角，闡述了基于顧客的品牌資產(chǎn)的定義和維度劃分。分析了主要文獻中基于顧客的品牌資產(chǎn)的評估方法，指出其利弊。并對購買意愿的影響因素和度量方法進行了研究，從而為模型提出奠定基礎(chǔ)。 其次，在品牌營銷文獻研究的基礎(chǔ)上，研究品牌認知、感知質(zhì)量、感知價值、品牌個性和公司聯(lián)想的相互作用及其對購買意愿的影響，提出品牌資產(chǎn)與購買意愿的關(guān)系假設(shè)及模型。研究表明，品牌對購買意愿的影響取決于顧客對品牌不同維度的認同程度。 再次，在確定研究方法和研究設(shè)計的基礎(chǔ)上，進行了問卷調(diào)查和模型的驗證分析。利用相關(guān)分析軟件，建立起結(jié)構(gòu)方程模型并進行了分析運行。得到了基于顧客的品牌資產(chǎn)對購買意愿在以洗衣粉為代表的日用品和以手機為代表的電子消費品中的模型結(jié)果。研究發(fā)現(xiàn)對于洗衣粉產(chǎn)品，品牌認知、感知價值和公司聯(lián)想對購買意愿有顯著的正向影響；對于手機產(chǎn)品，感知質(zhì)量、感知價值、品牌個性和公司聯(lián)想對購買意愿有顯著的正向影響。 最后，結(jié)合實際問題本文為國內(nèi)企業(yè)合理有效地建立基于顧客的品牌資產(chǎn)提供了相應(yīng)的管理建議。
[Abstract]:As China's various industries have entered the brand era, brand has become one of the most important intangible assets of enterprises. Brand is endowed with value and function far beyond identifying different manufacturers and middlemen. Domestic enterprises have accumulated some experience in brand operation and management, but, There are still many problems in the actual operation. One of the important questions is whether brand investment can be effectively transformed into customer purchase. Important indicators of customer buying, In order to better explore the influence of different dimensions of brand equity on consumers' willingness to buy and to form a model of brand equity's influence on purchase intention, this paper mainly studies the following aspects. First of all, on the basis of literature collation and summary at home and abroad, this paper briefly analyzes several mainstream research perspectives of brand equity. This paper expounds the definition and dimensionality division of customer-based brand equity, analyzes the evaluation methods of customer-based brand equity in the main literature, points out its advantages and disadvantages, and studies the influencing factors and measurement methods of purchasing intention. Thus, the foundation of the model is established. Secondly, based on the research of brand marketing literature, the paper studies the interaction of brand cognition, perceived quality, perceived value, brand personality and company association and its influence on purchase intention. The relationship between brand equity and purchase intention is hypothesized and the research shows that the influence of brand on purchase intention depends on the degree of customer's approval of different dimensions of brand. Thirdly, on the basis of determining the research method and research design, the questionnaire survey and model verification analysis are carried out. The structural equation model is established and analyzed and run. The model results of customer's brand asset pair purchase intention in daily necessities represented by laundry powder and electronic consumer goods represented by mobile phone are obtained. For washing powder products, Brand cognition, perceived value and company association have significant positive effects on purchase intention, while on mobile phone products, perceived quality, perceived value, brand personality and company association have significant positive effects on purchase intention. Finally, combined with practical problems, this paper provides corresponding management suggestions for domestic enterprises to establish customer-based brand equity reasonably and effectively.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F273.2;F224

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