【摘要】：培育并保持顧客對于企業(yè)自身品牌的高度忠誠是企業(yè)追求超額利潤和競爭優(yōu)勢的重要戰(zhàn)略保證。隨著對品牌忠誠前因研究的深入，，顧客價值已被認為是獲得并保持顧客品牌忠誠的重要驅(qū)動因素。而品牌形象，作為反映消費者自身需要、價值觀和興趣的重要主觀感知變量，可以影響顧客對于產(chǎn)品或服務(wù)各項效用的評價，并進而影響消費者的重復購買和忠誠程度。但目前學術(shù)界尚無對“品牌形象顧客感知價值品牌忠誠”這一路徑的實證研究。 本文在充分回顧和分析文獻的基礎(chǔ)上，借鑒國內(nèi)外專家學者的前沿學術(shù)成果，構(gòu)建關(guān)于三者關(guān)系的研究模型，提出理論假設(shè)并設(shè)計量表與問卷，經(jīng)預測試定稿后抽取正式調(diào)查樣本，利用信度效度分析、因子分析、T檢驗、相關(guān)分析和回歸分析等統(tǒng)計方法處理數(shù)據(jù)，檢驗假設(shè)與模型關(guān)系，得到可靠的統(tǒng)計處理結(jié)果。通過實證研究方法檢驗品牌形象對顧客感知價值和品牌忠誠的影響關(guān)系，在實證基礎(chǔ)上做出研究結(jié)論并進行討論。 本文提出品牌形象、顧客感知價值和品牌忠誠的關(guān)系模型，尤其是對“品牌形象顧客感知價值品牌忠誠”的作用路徑以及顧客感知價值在品牌形象和品牌忠誠間起中介效用的驗證，深化了對品牌形象、顧客感知價值和品牌忠誠的影響關(guān)系的研究，擴展和豐富了顧客行為理論和品牌理論研究與應(yīng)用。本研究有助于企業(yè)理解顧客的購物決策過程和品牌忠誠行為的形成過程，為企業(yè)培育和管理品牌忠誠顧客提供有益的啟示，對品牌定位與營銷具有重要的指導意義。
[Abstract]:Cultivating and maintaining the high loyalty of customers to their own brands is an important strategic guarantee for enterprises to pursue excess profits and competitive advantages. With the in-depth study of brand loyalty antecedents, customer value has been considered as an important driving factor to obtain and maintain brand loyalty. Brand image, as an important subjective perception variable reflecting consumers' needs, values and interests, can influence the evaluation of the effectiveness of products or services, and then affect the degree of repeated purchase and loyalty of consumers. But there is no empirical research on brand image customer perceived value brand loyalty. Based on a full review and analysis of the literature, this paper draws lessons from the advanced academic achievements of experts and scholars at home and abroad, constructs a research model on the relationship between the three, puts forward theoretical assumptions and designs a scale and a questionnaire. After the forecast is finalized, the formal investigation samples are taken, and the reliability and validity analysis, factor analysis, T test, correlation analysis and regression analysis are used to process the data, and the relationship between the hypothesis and the model is tested, and the reliable statistical processing results are obtained. Through the empirical research method to test the influence of brand image on customer perceived value and brand loyalty, on the basis of empirical research conclusions are made and discussed. This paper puts forward the relationship model of brand image, customer perceived value and brand loyalty. In particular, the function path of "brand image customer perceived value brand loyalty" and the verification of customer perceived value as intermediary utility between brand image and brand loyalty deepen brand image. The research on the relationship between customer perceived value and brand loyalty expands and enriches the research and application of customer behavior theory and brand theory. This study is helpful for enterprises to understand the decision-making process of customer shopping and the forming process of brand loyalty behavior, to provide useful inspiration for enterprises to cultivate and manage brand loyal customers, and to have important guiding significance for brand positioning and marketing.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F273.2;F416.671

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