本文選題：品牌形象 + 品牌關(guān)系��； 參考：《華南理工大學(xué)》2009年博士論文

【摘要】：品牌形象與營銷實(shí)踐聯(lián)系緊密而備受關(guān)注。品牌形象是消費(fèi)者頭腦中所持有的關(guān)于特定品牌的認(rèn)知、聯(lián)想、評價(jià)的總和,是研究消費(fèi)者行為和品牌資產(chǎn)的基礎(chǔ)性概念。雖然品牌形象與品牌的概念近乎在同一時(shí)間提出,但是關(guān)于品牌形象的研究依然存在理論上的研究機(jī)會。1.品牌形象概念一直以來并不穩(wěn)定,導(dǎo)致缺乏穩(wěn)定一致的結(jié)構(gòu)模型。由于研究視角的不同,研究學(xué)者們給出的概念定義各不相同,并沒有達(dá)成一致。國內(nèi)外研究學(xué)者雖然提出過眾多模型,但基本上屬于精神模型,沒有實(shí)證基礎(chǔ),且不同程度上存在結(jié)構(gòu)不完備的問題。2.綜合性研究視角的研究需要進(jìn)一步推進(jìn)。一方面需要整合認(rèn)知心理、消費(fèi)者行為、品牌傳播等不同視角的研究成果,另一方面需要整合品牌關(guān)系、品牌知識以及品牌績效(品牌資產(chǎn))領(lǐng)域的研究成果。目前,整合而全面的研究較為缺乏。3.品牌形象對品牌績效(品牌資產(chǎn))的驅(qū)動(dòng)路徑的研究較為欠缺。目前,國內(nèi)外關(guān)于品牌關(guān)系、品牌形象(均被視為品牌資產(chǎn)的來源)對于品牌績效的作用路徑的研究報(bào)道極少。當(dāng)然,在實(shí)踐上,同樣存在急迫的研究需求。1.正值“大國崛起”的年代,品牌的強(qiáng)大必不可少,而基于本土環(huán)境的品牌形象管理工具同樣不可少。2.國內(nèi)外消費(fèi)者對品牌形象的感知結(jié)構(gòu)存在差異,但差異點(diǎn)究竟在哪里,還沒有研究報(bào)道。3.中外品牌差距明顯,具體體現(xiàn)在消費(fèi)者的認(rèn)知差異上,即品牌形象上。研究適合中國國情的品牌形象結(jié)構(gòu)及績效貢獻(xiàn)路徑將有助于找出國內(nèi)品牌差距,探索發(fā)展路徑。 為解決上述品牌形象研究存在的問題和滿足實(shí)踐需要,本研究綜合了不同視角的研究成果、不同結(jié)構(gòu)的品牌形象模型以及品牌關(guān)系和消費(fèi)者行為模型的研究成果,從建構(gòu)綜合視角的品牌形象結(jié)構(gòu)模型開始,逐步探索品牌關(guān)系對消費(fèi)者品牌形象感知,品牌形象感知對于消費(fèi)者行為的作用路徑(消費(fèi)者行為將體現(xiàn)為品牌績效),從而搭建了一條清晰的品牌形象績效貢獻(xiàn)的路徑模型:品牌關(guān)系→品牌形象→品牌績效。在品牌形象過往研究及品牌關(guān)系等領(lǐng)域的研究成果基礎(chǔ)上,本研究達(dá)成了兩個(gè)基本目標(biāo):建構(gòu)并實(shí)證了基于中國品牌消費(fèi)者樣本的品牌形象結(jié)構(gòu)模型,完成了中國本土化的品牌形象感知結(jié)構(gòu)的解剖;建構(gòu)并實(shí)證了品牌關(guān)系-品牌形象-品牌績效的綜合路徑模型,厘清了品牌形對品牌績效的作用路徑象以及品牌形象的建構(gòu)途徑(通過良好的品牌關(guān)系來建立)。 由于品牌研究的熱點(diǎn)轉(zhuǎn)移快,品牌形象的研究在熱點(diǎn)輪換中并沒有形成穩(wěn)定一致的概念和結(jié)構(gòu)模型,但品牌形象作為消費(fèi)者行為、品牌資產(chǎn)以及品牌戰(zhàn)略等研究的基礎(chǔ)性地位卻沒有改變�，F(xiàn)實(shí)上來看,基于本土文化及經(jīng)濟(jì)環(huán)境的實(shí)證解構(gòu)顯得尤其必要。本研究對幾十年的品牌形象理論研究進(jìn)行了全景式掃描回顧,分析了消費(fèi)者行為、認(rèn)知心理、品牌傳播以及品牌資產(chǎn)視角的研究特點(diǎn)、成果貢獻(xiàn)和局限,對迄今為止的品牌形象結(jié)構(gòu)模型進(jìn)行了綜合比較分析�；诖�,本研究從綜合性視角上將品牌形象感知的解構(gòu)路徑分成感知內(nèi)容要素與感知層次性屬性兩個(gè)方向,在此基礎(chǔ)上提出綜合視角的品牌形象結(jié)構(gòu)模型假設(shè)。依照嚴(yán)格的實(shí)證路徑,基于中國消費(fèi)品行業(yè)13子行業(yè)30個(gè)品類679個(gè)樣本數(shù)據(jù),進(jìn)行探索性因子分析和驗(yàn)證性因子分析。結(jié)果顯示,品牌形象可以解構(gòu)成產(chǎn)品形象、服務(wù)形象、使用者形象、企業(yè)形象與視覺形象等五維結(jié)構(gòu)模型,其完備性、穩(wěn)定性、一致性均獲得實(shí)證支持。 品牌關(guān)系、品牌形象均被視為品牌績效或品牌資產(chǎn)的驅(qū)動(dòng)力量,但迄今為止尚沒有研究報(bào)道清晰界定兩者對于品牌績效的驅(qū)動(dòng)路徑和作用關(guān)系。本研究在“品牌關(guān)系影響消費(fèi)者品牌感知(品牌形象),品牌感知決定消費(fèi)行為(品牌績效)”路徑梳理的基礎(chǔ)上,從傳統(tǒng)的消費(fèi)者決策模型的簡化開始,一步一步建構(gòu)起品牌績效綜合作用路徑模型,路徑模型得到來自北京、上海、廣州等全國各地679個(gè)消費(fèi)品樣本的實(shí)證支持。結(jié)果表明,品牌形象是品牌績效的直接驅(qū)動(dòng)力量,品牌關(guān)系對于品牌績效的作用和貢獻(xiàn)需要品牌形象這一中介變量才能實(shí)現(xiàn),也即品牌關(guān)系是品牌形象提升的直接途徑。當(dāng)然,不同的品牌關(guān)系狀態(tài)以及不同維度的品牌形象因子對于績效的貢獻(xiàn)路徑存在顯著性差異。 本研究開發(fā)了綜合視角的、一致性的結(jié)構(gòu)模型,并基于中國消費(fèi)情境進(jìn)行了嚴(yán)格實(shí)證,對品牌績效乃至品牌資產(chǎn)的形成路徑進(jìn)行了探索,研究成果對于品牌形象及品牌資產(chǎn)的進(jìn)一步研究,對于中國消費(fèi)文化下的消費(fèi)者行為理論探索,對于品牌管理診斷工具的開發(fā)具有重要的理論參考價(jià)值和實(shí)踐意義。
[Abstract]:Brand image is closely related to marketing practice. Brand image is the cognition, association and evaluation of specific brands held in the mind of the consumer. It is the basic concept to study consumer behavior and brand assets. Although the concept of brand image and brand is almost at the same time, but about brand image There is still a theoretical research opportunity, the concept of.1. brand image has always been unstable, resulting in the lack of a stable and consistent structure model. Because of the different research perspectives, the concepts and definitions given by the researchers are different and have not reached agreement. Although many models have been put forward by researchers at home and abroad, they are basically the same. On the one hand, we need to integrate the research results of different perspectives such as cognitive psychology, consumer behavior, brand communication and so on. On the other hand, we need to integrate brand relationship, brand knowledge and brand performance (product performance), on the one hand,.2. needs to integrate brand relationship, brand knowledge and brand performance. Research results in the field of brand assets. At present, the research of integrated and comprehensive research lacks the research on the driving path of brand performance (brand equity) by the.3. brand image. At present, there are few research reports on brand relationship and brand image (all considered as the source of brand assets) on the role path of brand performance at present. In practice, there is also an urgent demand for research,.1., when "the rise of a big country", the strong brand is essential, and the brand image management tool based on the local environment can not be less than the difference between the domestic and foreign consumers' perception structure of the brand image of.2., but where the difference is, there has not been a study of the reports of.3. and foreign countries. The brand gap is obvious, which is embodied in the cognitive differences of consumers, that is, brand image. The study of brand image structure and performance contribution path suitable for China's national conditions will help to find the domestic brand gap and explore the path of development.
In order to solve the problems existing in the study of the above brand image and meet the needs of practice, the research results of different perspectives, brand image model of different structures, brand relationship and consumer behavior model are studied, and the brand relationship is gradually explored to consumers from the construction of the brand image structure model in a comprehensive perspective. The impact of brand image perception and brand image perception on consumer behavior (consumer behavior will be embodied as brand performance), thus building a clear path model for brand image performance contribution: brand relationship, brand image, brand performance. Research results based on brand image past research and brand relationship. On the basis of this, two basic goals are achieved: the construction and demonstration of brand image structure model based on Chinese brand consumer samples, complete the anatomy of Chinese localization of brand image perception structure, construct and empirical model of brand relationship, brand image and brand performance, and clarify brand shape to brand performance. The path of action and the way to build brand image (established through good brand relationship).
The brand image research has not formed a stable and consistent concept and structural model in hot rotation, but the basic status of brand image as a consumer behavior, brand asset and brand strategy has not changed. In reality, an empirical solution based on local culture and economic environment. This study is particularly necessary. This study reviews the research on brand image theory for decades, analyzes the characteristics of consumer behavior, cognitive psychology, brand communication and brand equity perspective, achievements and limitations, and makes a comprehensive comparison and analysis of the brand image structure model so far. From a comprehensive perspective, the deconstruction path of brand image perception is divided into two directions of perceived content elements and perceived hierarchical attributes. On this basis, a comprehensive perspective of brand image structure model hypothesis is proposed. According to the strict empirical path, 679 sample data of 30 categories in the 13 sub industry of Chinese consumer goods industry are explored. Factor analysis and confirmatory factor analysis. The results show that the brand image can solve the five dimensional structure model, such as product image, service image, user image, enterprise image and visual image, and its completeness, stability and consistency are all positive support.
Brand relationship, brand image is regarded as the driving force of brand performance or brand equity, but so far no research reports clearly define the driving path and role of brand performance. In this study, "brand relationship affects consumer brand perception (brand image), brand perception determines consumer behavior (brand performance)." On the basis of the path, starting from the simplification of the traditional consumer decision-making model, the path model is constructed step by step, and the path model is supported by the empirical support of 679 consumer goods samples from Beijing, Shanghai and Guangzhou. The result shows that brand image is the direct driving force of brand performance and brand relationship. The role and contribution of the Department to brand performance need the brand image as an intermediary variable, that is, brand relationship is the direct way for the promotion of brand image. Of course, there are significant differences in the contribution path of different brand relationship status and different dimensions of brand image factors to performance.
This research has developed a comprehensive perspective, consistent structure model, and based on the Chinese consumption situation to carry out a strict Empirical Study on the brand performance and the formation of brand assets, further research on brand image and brand assets, and explore the theory of consumer behavior under Chinese consumer culture. The development of brand management diagnostic tools has important theoretical and practical significance.

【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 龍成志;甘壽國;;品牌關(guān)系對消費(fèi)者品牌形象感知及購買行為的影響研究[J];廣東商學(xué)院學(xué)報(bào);2011年04期

2 龍成志;;基于綜合視角的品牌形象維度結(jié)構(gòu)研究[J];廣東商學(xué)院學(xué)報(bào);2013年03期

相關(guān)會議論文 前1條

1 趙亞翔;高素英;;消費(fèi)者的品牌評價(jià)因子結(jié)構(gòu)研究——基于對京津冀消費(fèi)者的調(diào)查數(shù)據(jù)[A];第五屆（2010）中國管理學(xué)年會——市場營銷分會場論文集[C];2010年

相關(guān)博士學(xué)位論文 前3條

1 樸勇慧;賽事贊助對企業(yè)品牌形象影響的實(shí)證研究[D];遼寧大學(xué);2011年

2 朱天一;創(chuàng)業(yè)導(dǎo)向、市場導(dǎo)向與組織績效關(guān)系研究[D];蘇州大學(xué);2013年

3 張嵐;目的地形象對旅游者時(shí)空重游決策意向影響研究[D];南京師范大學(xué);2012年

相關(guān)碩士學(xué)位論文 前4條

1 郭玉靜;競爭品牌協(xié)同行為與品牌績效關(guān)系研究[D];山東大學(xué);2011年

2 劉鳳江;品牌內(nèi)化對品牌績效的影響及作用機(jī)制研究[D];哈爾濱工業(yè)大學(xué);2012年

3 馮梁;小家電企業(yè)品牌管理研究[D];浙江工業(yè)大學(xué);2013年

4 朱之葉;卡通形象在品牌視覺形象中的應(yīng)用研究[D];湖南工業(yè)大學(xué);2013年

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