【摘要】： 商品品牌作為商品組成中的一個重要特征標志,在現(xiàn)代營銷中被越來越多的企業(yè)所重視,有關(guān)品牌戰(zhàn)略的理論及應用方面的研究也越來越多。聯(lián)合品牌作為品牌戰(zhàn)略中的一個重要組成部分已成為奪取競爭優(yōu)勢的一種戰(zhàn)略手段。目前有關(guān)聯(lián)合品牌消費者態(tài)度評價的研究大多以西方消費者為研究對象,以耐用消費品類的產(chǎn)品檢驗為主。因此,在國內(nèi)對其進行研究,并在此基礎(chǔ)上構(gòu)建出快速消費品行業(yè)內(nèi)聯(lián)合品牌產(chǎn)品的消費者態(tài)度評價影響因素模型就具有較大的理論及現(xiàn)實意義。 針對此問題,本文以3G手機為例,對國內(nèi)快速消費品領(lǐng)域內(nèi)的聯(lián)合品牌消費者態(tài)度評價的影響因素進行了實證研究,目的在于檢驗SR模型的跨文化適應性并構(gòu)建出快速消費品領(lǐng)域內(nèi)的聯(lián)合品牌消費者態(tài)度評價影響因素模型即SR的拓展模型。本文在SR模型的基礎(chǔ)上,結(jié)合分層記憶和特征傳遞理論提出了研究的基本假設(shè),然后根據(jù)假設(shè)構(gòu)建了SR的拓展模型。通過預調(diào)查選取和確定調(diào)研所選用刺激物的品牌和產(chǎn)品類別,然后再在前人研究的基礎(chǔ)上結(jié)合手機市場的實際情況開發(fā)了新的調(diào)查問卷,通過小樣本探索性因素分析對問卷指標進行了甄別和歸類,然后通過驗證性因子分析對問卷指標進行了信度和效度的檢驗,再用大樣本數(shù)據(jù)通過路徑分析對模型的假設(shè)進行了檢驗。 通過實證研究發(fā)現(xiàn),不僅在消費者對合伙品牌的預先態(tài)度、產(chǎn)品匹配度以及品牌匹配度和聯(lián)合品牌產(chǎn)品消費者態(tài)度評價之間存在顯著的正向影響關(guān)系,而且在產(chǎn)品匹配度和品牌匹配度之間也存在顯著的正向影響關(guān)系。通過結(jié)構(gòu)方程模型的路徑分析還發(fā)現(xiàn),品牌的匹配度對聯(lián)合品牌消費者態(tài)度評價的影響程度相對最大,消費者對合伙品牌1的預先態(tài)度對聯(lián)合品牌消費者態(tài)度評價的影響程度相對最小。研究的結(jié)論與Simonin與Ruth在現(xiàn)實環(huán)境下的研究結(jié)論相一致,即本研究的研究結(jié)論不僅適合于國外聯(lián)合品牌的消費者評判而且同樣適合于國內(nèi);不僅適用于耐用消費品領(lǐng)域而且同樣適用于快速消費品領(lǐng)域。 研究結(jié)論表明,企業(yè)若要使得消費者對聯(lián)合品牌產(chǎn)品形成正面的態(tài)度評價,一是要對合伙品牌進行有針對性地選擇,二是要對合伙品牌間的產(chǎn)品匹配度進行仔細地分析,三是通過廣告宣傳活動展示合伙品牌品牌形象上的互補性,強化聯(lián)合品牌在消費者心中的全新形象。
[Abstract]:As an important characteristic symbol of commodity composition, commodity brand has been paid more and more attention by more and more enterprises in modern marketing, and more researches on the theory and application of brand strategy have been carried out. As an important part of brand strategy, joint brand has become a strategic means to gain competitive advantage. At present, the research on joint brand consumer attitude evaluation mostly focuses on western consumers, and mainly on the product inspection of durable consumer goods. Therefore, it is of great theoretical and practical significance to study it at home and build a model of influencing factors of consumer attitude evaluation in FMCG industry. To solve this problem, this paper, taking 3G mobile phone as an example, makes an empirical study on the influencing factors of joint brand consumer attitude evaluation in the field of fast moving consumer goods (FMCG) in China. The purpose of this paper is to test the cross-cultural adaptability of SR model and to construct a model of influencing factors of joint brand consumer attitude evaluation in the field of fast moving consumer goods (FMCG), that is, the expansion model of SR. In this paper, based on the SR model, combined with hierarchical memory and feature transfer theory, the basic assumptions of the study are proposed, and then the extended SR model is constructed according to the assumptions. Through the pre-survey to select and determine the brand and product categories of the stimulus selected by the survey, and then based on previous studies, we developed a new questionnaire combining the actual situation of the mobile phone market. The questionnaire indexes were identified and classified by exploratory factor analysis of small sample, and the reliability and validity of the questionnaire indexes were tested by confirmatory factor analysis. Then the hypothesis of the model is tested by path analysis with large sample data. Through empirical research, it is found that there is a significant positive relationship between consumers' pre-attitude towards partnership brand, product matching degree, brand matching degree and consumer attitude evaluation of joint brand products. Moreover, there is a significant positive relationship between product matching degree and brand matching degree. Through the path analysis of the structural equation model, it is also found that the brand matching degree has the greatest influence on the brand consumer attitude evaluation. The influence of consumers' advance attitude to partnership brand 1 on joint brand consumer attitude evaluation is relatively minimal. The conclusion of the study is consistent with that of Simonin and Ruth in the real environment, that is, the conclusion of this study is not only suitable for the consumer judgment of foreign joint brands, but also suitable for domestic; Suitable not only for durable consumer goods but also for fast moving consumer goods. The research results show that if enterprises want to make consumers form a positive attitude toward joint brand products, one is to select the partnership brand, the other is to carefully analyze the product matching degree between partnership brands. Third, display the complementarity of partnership brand image through advertising activities, strengthen the brand in the consumer's new image.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F426.63;F224

【引證文獻】

相關(guān)碩士學位論文 前3條

1 陳佳;網(wǎng)絡(luò)游戲和手機聯(lián)合品牌消費者使用意愿實證研究[D];廣州大學;2011年

2 王文海;品牌聯(lián)合對品牌權(quán)益的影響研究[D];華南理工大學;2010年

3 熊雅琳;基于匹配性層面的跨國品牌聯(lián)合評價影響研究[D];江西財經(jīng)大學;2012年

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本文編號：2142995