本文選題：品牌聯(lián)合　切入點(diǎn)：感知質(zhì)量　出處：《華中農(nóng)業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)全球化發(fā)展步伐的加快,市場(chǎng)競(jìng)爭(zhēng)日益激烈的今天,人們對(duì)于產(chǎn)品的追求漸漸轉(zhuǎn)移到產(chǎn)品的精神層面,品牌已經(jīng)成為企業(yè)獲得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)的有力保證,品牌管理漸漸成為企業(yè)重要的管理領(lǐng)域之一。品牌聯(lián)合作為品牌管理的一個(gè)重要手段漸漸被越來越多的企業(yè)所運(yùn)用,其中電子行業(yè)與汽車行業(yè)尤為突出。國(guó)外對(duì)于品牌聯(lián)合的研究已經(jīng)十分完備,但是國(guó)內(nèi)對(duì)于品牌聯(lián)合的研究只是少量的定性的研究。因此,本文基于國(guó)外學(xué)者的研究成果,對(duì)國(guó)內(nèi)品牌青島啤酒與三得利株式會(huì)社的品牌聯(lián)合效果進(jìn)行定量的深入的調(diào)查分析,本研究涉足于研究較少的飲料制造行業(yè),同時(shí)也為其他行業(yè)的品牌聯(lián)合提供戰(zhàn)略指導(dǎo)和發(fā)展建議有著重大的意義。本文旨在探討品牌聯(lián)合中各因素對(duì)消費(fèi)者購(gòu)買意愿的影響,以及在此過程中品牌評(píng)價(jià)的中間作用。本文通過閱讀國(guó)內(nèi)外相關(guān)文獻(xiàn),明確了研究框架,建立了元素品牌感知質(zhì)量、元素品牌知名度、元素品牌信任為自變量消費(fèi)者購(gòu)買意愿為因變量的概念模型,聯(lián)合品牌評(píng)價(jià)充當(dāng)中間變量,品牌個(gè)性相似度正向調(diào)節(jié)自變量對(duì)品牌評(píng)價(jià)的影響。研究通過問卷調(diào)查方法,以問卷星網(wǎng)站為平臺(tái)向全國(guó)隨機(jī)推送問卷來完成樣本數(shù)據(jù)采集,使用SPSS軟件對(duì)樣本數(shù)據(jù)進(jìn)行信度和效度分析、因子分析和線性回歸分析來完成本文的假設(shè)檢驗(yàn)。研究發(fā)現(xiàn):(1)消費(fèi)者對(duì)元素品牌感知質(zhì)量越高,對(duì)聯(lián)合品牌產(chǎn)品的品牌評(píng)價(jià)越高。(2)元素品牌知名度越高,對(duì)聯(lián)合品牌產(chǎn)品的品牌評(píng)價(jià)越高。(3)消費(fèi)者對(duì)元素品牌信任度越高,對(duì)聯(lián)合品牌產(chǎn)品的品牌評(píng)價(jià)越高。(4)消費(fèi)者對(duì)聯(lián)合品牌評(píng)價(jià)在購(gòu)買意愿提升的過程中起中介作用。(5)消費(fèi)者的品牌評(píng)價(jià)越高,購(gòu)買意愿越高。(6)品牌個(gè)性相似度正向調(diào)節(jié)自變量對(duì)品牌評(píng)價(jià)的影響。根據(jù)研究結(jié)論,本文提出(1)企業(yè)采取品牌戰(zhàn)略合作的時(shí)候,需要密切關(guān)注彼此的品牌資產(chǎn),最大限度規(guī)避不良的元素品牌資產(chǎn)帶來的風(fēng)險(xiǎn)。(2)企業(yè)在進(jìn)行品牌聯(lián)合的過程中,應(yīng)當(dāng)選擇與之具有相似品牌個(gè)性的品牌。(3)企業(yè)在進(jìn)行品牌戰(zhàn)略合作時(shí),應(yīng)當(dāng)對(duì)消費(fèi)者有關(guān)聯(lián)合品牌的評(píng)價(jià)進(jìn)行實(shí)時(shí)調(diào)查,防止元素品牌的品牌資產(chǎn)遷移出現(xiàn)問題。
[Abstract]:With the rapid development of economic globalization and the increasingly fierce market competition, people's pursuit of products is gradually transferred to the spiritual level of products. Brand has become a strong guarantee for enterprises to obtain market competitive advantage. Brand management has gradually become one of the most important areas of enterprise management. As an important means of brand management, brand alliance has gradually been used by more and more enterprises. Among them, the electronics industry and automobile industry are particularly outstanding. The research on brand alliance has been very complete in foreign countries, but the domestic research on brand alliance is only a few qualitative studies. Therefore, this paper is based on the research results of foreign scholars. A quantitative and in-depth investigation and analysis of the combined effect of domestic brand Tsing Tao Beer and Suntory Co., Ltd. shows that this study is involved in the beverage manufacturing industry, which has few studies. At the same time, it is of great significance to provide strategic guidance and development advice for brand association in other industries. The purpose of this paper is to explore the influence of various factors in brand alliance on consumers' willingness to buy. And the intermediate role of brand evaluation in this process. Through reading the relevant literature at home and abroad, this paper clarifies the research framework, establishes the element brand perception quality, element brand popularity, Element brand trust is the concept model of independent variable consumer's willingness to buy, combined brand evaluation acts as intermediate variable, brand personality similarity positively adjusts the influence of independent variable on brand evaluation. The questionnaire website is used as the platform to push the questionnaire randomly to the whole country to complete the sample data collection, and the reliability and validity of the sample data are analyzed by using SPSS software. Factor analysis and linear regression analysis were used to complete the hypothesis test of this paper. The study found that the higher consumer perceived quality of element brand, the higher the brand rating of co-branded products. The higher the brand rating of the combined brand product, the higher the consumer trust in the element brand. The higher the brand evaluation of the joint brand product is, the higher the consumer's brand evaluation is, the higher the consumer's brand evaluation is, the higher the consumer's brand evaluation is, and the higher the consumer's brand evaluation is, the higher the consumer's brand evaluation is. The higher the willingness to buy, the higher the influence of brand personality similarity on brand evaluation. According to the conclusion of the research, this paper puts forward that enterprises should pay close attention to each other's brand equity when they adopt brand strategic cooperation. In the process of brand association, enterprises should choose the brand with similar brand personality, and the enterprise should carry out brand strategic cooperation, and avoid the risk caused by the bad element brand equity to the maximum extent. (2) in the process of brand combination, the enterprise should choose the brand with similar brand personality. A real-time investigation should be carried out on the consumers' evaluation of the combined brand to prevent the brand equity transfer of the element brand from becoming a problem.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F273.2

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本文編號(hào)：1627455