本文選題：品牌形象評(píng)價(jià) + 關(guān)鍵事件營(yíng)銷��； 參考：《江西師范大學(xué)》2009年碩士論文

【摘要】： 以往許多學(xué)者長(zhǎng)期致力于研究廣告、產(chǎn)品質(zhì)量等因素對(duì)品牌形象的影響,當(dāng)Levy將品牌形象定義為是存在于人們心里的關(guān)于品牌的各要素的圖像及概念的集合體,主要是品牌知識(shí)及人們對(duì)品牌的主要態(tài)度時(shí),有些學(xué)者開始探討品牌形象與消費(fèi)者個(gè)性一致性的關(guān)系,但僅僅局限于研究品牌形象與消費(fèi)者個(gè)性的關(guān)系或者品牌形象與廣告宣傳的關(guān)系。本研究突破以往研究的局限,研究關(guān)鍵事件營(yíng)銷描述方式對(duì)消費(fèi)者品牌形象評(píng)價(jià)的影響,并探索了消費(fèi)者人格與關(guān)鍵事件營(yíng)銷描述方式對(duì)品牌形象評(píng)價(jià)發(fā)生影響的內(nèi)在機(jī)制。本研究編制了品牌形象評(píng)價(jià)問卷,并通過對(duì)445名消費(fèi)者的問卷調(diào)查,確定了品牌形象的結(jié)構(gòu),探討了消費(fèi)者個(gè)性、關(guān)鍵事件營(yíng)銷、品牌形象評(píng)價(jià)之間的關(guān)系。研究發(fā)現(xiàn):(1)品牌形象是一個(gè)多維構(gòu)念,分別包含質(zhì)量評(píng)價(jià)、價(jià)格因素評(píng)價(jià)、產(chǎn)品性能評(píng)價(jià)、公司形象評(píng)價(jià)、廣告內(nèi)容評(píng)價(jià)和廣告風(fēng)格評(píng)價(jià)6個(gè)維度。(2)關(guān)鍵事件營(yíng)銷描述方式對(duì)消費(fèi)者的品牌喜好選擇具有顯著影響。(3)關(guān)鍵事件營(yíng)銷描述方式能夠有效地影響消費(fèi)者對(duì)品牌形象的評(píng)價(jià)。(4)消費(fèi)者人格特征在關(guān)鍵事件營(yíng)銷描述方式對(duì)消費(fèi)者品牌形象評(píng)價(jià)的影響中具有緩沖效應(yīng)。
[Abstract]:In the past, many scholars devoted themselves to the study of the influence of advertising, product quality and other factors on brand image. When Levy defined brand image as a collection of images and concepts about the elements of a brand that exists in people's minds, Mainly brand knowledge and people's main attitude towards brand, some scholars began to explore the relationship between brand image and consumer personality consistency. However, it is limited to study the relationship between brand image and consumer personality or the relationship between brand image and advertising. This study breaks through the limitations of previous studies, studies the impact of key event marketing description on consumer brand image evaluation, and explores the internal mechanism of consumer personality and key event marketing description to brand image evaluation. This study compiled the brand image evaluation questionnaire, and through the questionnaire survey of 445 consumers, determined the structure of brand image, and discussed the relationship between consumer personality, marketing of key events and brand image evaluation. The study found that the brand image is a multidimensional concept, including quality evaluation, price factor evaluation, product performance evaluation, and company image evaluation. Advertising content Evaluation and Advertising style Evaluation 6 dimensions. 2) key event marketing description mode has significant influence on consumers' brand preference. 3) key event marketing description mode can effectively affect consumer brand shape. Evaluation of image. 4) Consumer personality has a buffer effect in the influence of marketing description of key events on the evaluation of consumer brand image.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.5

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1 唐春燕;關(guān)鍵事件營(yíng)銷描述方式對(duì)消費(fèi)者品牌形象評(píng)價(jià)的影響研究[D];江西師范大學(xué);2009年

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本文編號(hào)：2022829