【摘要】：培育并保持顧客對(duì)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(duì)品牌忠誠前因研究的深入，，顧客價(jià)值已被認(rèn)為是獲得并保持顧客品牌忠誠的重要驅(qū)動(dòng)因素。而品牌形象，作為反映消費(fèi)者自身需要、價(jià)值觀和興趣的重要主觀感知變量，可以影響顧客對(duì)于產(chǎn)品或服務(wù)各項(xiàng)效用的評(píng)價(jià)，并進(jìn)而影響消費(fèi)者的重復(fù)購買和忠誠程度。但目前學(xué)術(shù)界尚無對(duì)“品牌形象顧客感知價(jià)值品牌忠誠”這一路徑的實(shí)證研究。 本文在充分回顧和分析文獻(xiàn)的基礎(chǔ)上，借鑒國內(nèi)外專家學(xué)者的前沿學(xué)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(jì)量表與問卷，經(jīng)預(yù)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(yàn)、相關(guān)分析和回歸分析等統(tǒng)計(jì)方法處理數(shù)據(jù)，檢驗(yàn)假設(shè)與模型關(guān)系，得到可靠的統(tǒng)計(jì)處理結(jié)果。通過實(shí)證研究方法檢驗(yàn)品牌形象對(duì)顧客感知價(jià)值和品牌忠誠的影響關(guān)系，在實(shí)證基礎(chǔ)上做出研究結(jié)論并進(jìn)行討論。 本文提出品牌形象、顧客感知價(jià)值和品牌忠誠的關(guān)系模型，尤其是對(duì)“品牌形象顧客感知價(jià)值品牌忠誠”的作用路徑以及顧客感知價(jià)值在品牌形象和品牌忠誠間起中介效用的驗(yàn)證，深化了對(duì)品牌形象、顧客感知價(jià)值和品牌忠誠的影響關(guān)系的研究，擴(kuò)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(duì)品牌定位與營銷具有重要的指導(dǎo)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(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F273.2;F416.671

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 江明華,曹鴻星;品牌形象模型的比較研究[J];北京大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2003年02期

2 董大海,權(quán)小妍,曲曉飛;顧客價(jià)值及其構(gòu)成[J];大連理工大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);1999年04期

3 蔣廉雄;盧泰宏;;形象創(chuàng)造價(jià)值嗎?——服務(wù)品牌形象對(duì)顧客價(jià)值—滿意—忠誠關(guān)系的影響[J];管理世界;2006年04期

4 周梅華;顧客忠誠度的測量及其實(shí)證研究[J];科技導(dǎo)報(bào);2004年12期

5 白長虹;西方的顧客價(jià)值研究及其實(shí)踐啟示[J];南開管理評(píng)論;2001年02期

6 汪純孝,韓小蕓,溫碧燕;顧客滿意感與忠誠感關(guān)系的實(shí)證研究[J];南開管理評(píng)論;2003年04期

7 范秀成,羅海成;基于顧客感知價(jià)值的服務(wù)企業(yè)競爭力探析[J];南開管理評(píng)論;2003年06期

8 董大海,金玉芳;消費(fèi)者行為傾向前因研究[J];南開管理評(píng)論;2003年06期

9 范秀成,陳潔;品牌形象綜合測評(píng)模型及其應(yīng)用[J];南開學(xué)報(bào);2002年03期

10 計(jì)建,陳小平;品牌忠誠度行為-情感模型初探[J];外國經(jīng)濟(jì)與管理;1999年01期

相關(guān)碩士學(xué)位論文 前1條

1 林波;大型超市品牌形象對(duì)顧客忠誠影響的實(shí)證研究[D];大連理工大學(xué);2009年

本文編號(hào)：2312482