本文選題：品牌態(tài)度 + 品牌個(gè)性��； 參考：《天津財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】： 近幾年來(lái),中國(guó)經(jīng)濟(jì)的持續(xù)快速發(fā)展和汽車產(chǎn)業(yè)市場(chǎng)規(guī)模的不斷擴(kuò)大促使世界各主要汽車品牌都越來(lái)越重視對(duì)中國(guó)市場(chǎng)的開發(fā),或是合資生產(chǎn)或是加大出口,使整個(gè)中國(guó)汽車市場(chǎng)的品牌數(shù)量激增,讓消費(fèi)者應(yīng)接不暇。同時(shí)民族自主品牌也獲得了長(zhǎng)足的進(jìn)步,在消費(fèi)者心中占有了一席之地。那么在當(dāng)前的這種情況下,汽車消費(fèi)者對(duì)民族自主品牌的品牌態(tài)度是如何的呢? 通過查閱大量的文獻(xiàn)資料我們發(fā)現(xiàn),品牌的知名度、質(zhì)量、以及品牌特有的文化內(nèi)涵和精神氣質(zhì),即品牌個(gè)性等因素對(duì)消費(fèi)者的態(tài)度產(chǎn)生影響。同時(shí),中國(guó)目前的汽車市場(chǎng)處于一個(gè)特殊階段,從少數(shù)幾個(gè)品牌到幾十上百個(gè)品牌的轉(zhuǎn)變讓消費(fèi)者決策變得更為艱難,按照相關(guān)國(guó)際研究的經(jīng)驗(yàn)和結(jié)論,消費(fèi)者在這種情況下很可能會(huì)將品牌原產(chǎn)地作為決策的重要依據(jù)。那么,品牌的知名度、質(zhì)量、以及品牌個(gè)性究竟是如何影響消費(fèi)者對(duì)自主品牌的品牌態(tài)度的?這種影響是否會(huì)受到原產(chǎn)地效應(yīng)的干擾?這些就是本文要解決的問題。 文中采用實(shí)證研究的方法,從消費(fèi)者認(rèn)知和情感兩個(gè)方面入手,通過自主品牌和國(guó)外品牌的對(duì)比研究,探討了品牌知名度、品質(zhì)認(rèn)知度、品牌個(gè)性對(duì)消費(fèi)者品牌態(tài)度的影響機(jī)理。論文首先對(duì)相關(guān)理論進(jìn)行回顧,然后在此基礎(chǔ)上提出了本文的研究模型,同時(shí)提出了本文的假設(shè)。接著,結(jié)合已有研究中各變量的量表,實(shí)施了問卷調(diào)查。最后應(yīng)用相關(guān)分析的方法,證實(shí)了原產(chǎn)地效應(yīng)對(duì)品牌知名度、品質(zhì)認(rèn)知度、以及品牌個(gè)性影響消費(fèi)者品牌態(tài)度的作用機(jī)制中起到的屏蔽作用。最后文章結(jié)尾提出了研究局限與今后研究的展望。 該文的理論意義在于:第一,從消費(fèi)者認(rèn)知和情感兩個(gè)方面,探查了品牌知名度、品質(zhì)認(rèn)知度、品牌個(gè)性對(duì)消費(fèi)者品牌態(tài)度的影響作用;第二,證實(shí)了在消費(fèi)者品牌態(tài)度的形成過程中,原產(chǎn)地效應(yīng)會(huì)起到一定的屏蔽作用。
[Abstract]:In recent years, the continuous and rapid development of China's economy and the continuous expansion of the scale of the automobile industry have made the world's major automobile brands more and more attached to the development of the Chinese market, or the joint venture or exportation, so that the number of brands in the whole Chinese automobile market has increased sharply to allow consumers to be inundated and the national independent brand. It has also made great progress and has a place in the consumer's mind. So, in this case, what is the brand attitude of auto consumers to the national independent brand in this situation?
By consulting a large number of literature, we find that brand awareness, quality, and brand specific cultural connotation and spirit, that is, brand personality and other factors have an impact on the attitude of consumers. At the same time, China's current auto market is in a special stage, from a few brands to hundreds of brands. According to the experience and conclusion of relevant international studies, consumers are likely to take the brand origin as an important basis for decision-making. Then, how does brand awareness, quality, and brand personality affect the consumer's brand attitude to the independent brand? To interfere with the origin effect? These are the problems to be solved in this paper.
In this paper, the empirical research method is adopted to discuss the influence mechanism of brand awareness, quality recognition and brand personality on consumer brand attitude from the two aspects of consumer cognition and emotion, through the comparative study of independent brand and foreign brand. First, the thesis reviews the related theories, and then puts forward the article on this basis. At the same time, we put forward the hypothesis of this paper, and then, combined with the scale of the variables in the existing research, the questionnaire was carried out. Finally, the method of correlation analysis was applied to confirm the shielding effect of the origin effect on brand awareness, quality recognition, and the effect mechanism of brand personality on consumer brand attitude. At the end of the article, the limitations of research and the prospect of future research are presented.
The theoretical significance of this article is as follows: first, from two aspects of consumer cognition and emotion, the influence of brand awareness, quality recognition and brand personality on consumer brand attitude is explored. Second, it is confirmed that in the process of the formation of consumer brand attitude, the ground effect of original production should play a certain shielding effect.
【學(xué)位授予單位】：天津財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F426.471

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 黃勝兵,盧泰宏;品牌個(gè)性維度的本土化研究[J];南開管理評(píng)論;2003年01期

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本文編號(hào)：2039339