本文選題：品牌形象　切入點(diǎn)：品牌聯(lián)想　出處：《西南大學(xué)》2012年碩士論文

【摘要】：國際市場競爭日益激烈,服裝品牌類型精細(xì)化,找準(zhǔn)目標(biāo)人群日趨成為降低競爭成本,提高競爭效率的有效手段。在各種研究中,對于品牌的研究早已成為廣告學(xué)和管理學(xué)的熱點(diǎn)。已往研究十分關(guān)注品牌形象在店面設(shè)計(jì),服務(wù)人員,售后服務(wù)等中觀層面的探討,隨著神經(jīng)心理學(xué)的發(fā)展和美學(xué)的發(fā)展,對于品牌形象的研究展現(xiàn)了更加微觀的層面和學(xué)科交叉的取向。但是理論層面關(guān)于消費(fèi)者的品牌聯(lián)想與忠誠度之間的關(guān)系研究比較籠統(tǒng)；并且在實(shí)際情境中,有些消費(fèi)者會忠誠于某一個品牌,有些卻不會�；诖�,本研究采用結(jié)構(gòu)訪談法,探討消費(fèi)者對服裝品牌形象的聯(lián)想類型和審美訴求。研究包括兩部分： 第一部分為前期研究,目的是篩選訪談圖片材料,驗(yàn)證并發(fā)現(xiàn)消費(fèi)者的聯(lián)想類型并建立訪談結(jié)構(gòu)。通過研究結(jié)果并參考貝爾(Alexander L. Biel,1993)對品牌聯(lián)想維度的劃分,將聯(lián)想類型界定為5個維度,分別為：品牌保證聯(lián)想,社會識別聯(lián)想,個人識別聯(lián)想,身份地位識別聯(lián)想,審美聯(lián)想。 第二部分為正式研究,目的是探討消費(fèi)者在接受服裝品牌形象信息時的聯(lián)想類型特點(diǎn)與品牌忠誠度的關(guān)系。 正式研究在重慶北碚區(qū)隨機(jī)抽取60人,男女各30人,年齡為18-50歲,訪談結(jié)構(gòu)分為已有品牌聯(lián)想,品牌圖片積極聯(lián)想,并分別進(jìn)行忠誠度測量。訪談用錄音方式記錄,后期進(jìn)行量化整理。 對訪談結(jié)果用spss軟件進(jìn)行分析,得出如下結(jié)論： 1在本已經(jīng)的五個聯(lián)想類型中,具有審美聯(lián)想和品牌保證聯(lián)想特征的消費(fèi)者人數(shù)顯著高于身份識別聯(lián)想、社會地位識別聯(lián)想和個人識別聯(lián)想的人數(shù)。審美聯(lián)想和品牌保證聯(lián)想的消費(fèi)者人數(shù)之間沒有顯著差異。 2具有品牌保證聯(lián)想特征的消費(fèi)者忠誠度顯著高于其他聯(lián)想類型的消費(fèi)者。 3消費(fèi)者在接受品牌圖片信息時,審美聯(lián)想類型的消費(fèi)者潛在忠誠度顯著高于其他聯(lián)想類型(P0.01)。 本研究的價值從理論意義上來看,補(bǔ)充了消費(fèi)者品牌形象、品牌忠誠度之間關(guān)系的研究,并從微觀領(lǐng)域深化了研究深度；從實(shí)踐意義上來看,通過從認(rèn)知環(huán)節(jié)深入研究消費(fèi)者對品牌形象選擇加工過程,能夠?qū)嵤└訙?zhǔn)確有效的品牌推廣策略。 本研究的創(chuàng)新有兩點(diǎn)：一是從心理學(xué)角度探討,消費(fèi)者在服裝購買行為中部分認(rèn)知過程,豐富了服裝品牌的研究和服裝購買決策理論。同時,也顯示出審美因素在消費(fèi)者對服裝需求中具有基礎(chǔ)地位。二是通過結(jié)構(gòu)訪談法研究,將訪談結(jié)果量化,既保證了量化研究的優(yōu)勢,又保證了調(diào)查結(jié)果的真實(shí)可靠性。 本文的不足在于取樣范圍較窄,沒能從人口統(tǒng)計(jì)學(xué)角度對聯(lián)想類型進(jìn)行分析研究。在今后的研究中,可以擴(kuò)大取樣范圍并對樣本進(jìn)行分層抽樣,從全國范圍進(jìn)行區(qū)域差異研究。
[Abstract]:The international market competition is increasingly fierce, the clothing brand type is fine, the target group is becoming the effective means to reduce the competition cost and improve the competition efficiency.In all kinds of research, the brand research has already become the hot spot of advertising and management.In the past, great attention has been paid to brand image in store design, service personnel, after-sales service and other mid-level discussions, with the development of neuropsychology and aesthetic development,The research on brand image shows a more micro-level and interdisciplinary orientation.However, the theoretical study on the relationship between brand association and loyalty of consumers is relatively general; and in the actual situation, some consumers will be loyal to a certain brand, some will not.Based on this, this study uses the method of structured interview to explore consumers' association type and aesthetic appeal to clothing brand image.The study consists of two parts:The first part is a preliminary study, the purpose is to screen the interview picture materials, verify and find out the association type of consumers and establish the interview structure.According to the research results and referring to the classification of brand association dimension of Alexander LBieler 1993, the association type is defined as five dimensions: brand guarantee association, social identification association, personal identification association, identity recognition association and aesthetic association.The second part is a formal study to explore the relationship between consumers' association type characteristics and brand loyalty when they receive brand image information.The formal study randomly selected 60 people, 30 men and 30 men, aged 18-50 years, in Beibei, Chongqing. The interview structure was divided into existing brand association, brand image positive association, and measurement of loyalty.The interview was recorded by recording and the later quantitative arrangement was carried out.The results of the interview are analyzed by spss software, and the following conclusions are drawn:Among the five association types, the number of consumers with the characteristics of aesthetic association and brand guarantee association is significantly higher than that of identity association, social status recognition association and personal identity association.There is no significant difference in the number of consumers between the aesthetic association and the brand guarantee association.(2) the loyalty of consumers with brand guaranteed association is significantly higher than that of other Lenovo types.3When consumers accept brand image information, the potential loyalty of consumers of aesthetic association type is significantly higher than that of other Lenovo types.From the theoretical point of view, the value of this study complements the research on the relationship between consumer brand image and brand loyalty, and deepens the research depth from the micro field; from the practical point of view,A more accurate and effective brand promotion strategy can be implemented by deeply studying the process of consumer brand image selection and processing from cognitive aspects.The innovation of this study has two points: first, from the psychological point of view, consumers in the clothing purchase behavior in part of the cognitive process, enriched the clothing brand research and clothing purchase decision-making theory.At the same time, it also shows that aesthetic factors in the consumer demand for clothing has a basic position.The second is to quantify the interview results through the structural interview method, which not only guarantees the advantages of the quantitative research, but also ensures the true reliability of the investigation results.The shortcoming of this paper is that the sampling range is narrow and the association type is not analyzed from the demographics point of view.In the future research, the sampling range can be expanded and stratified sampling can be carried out, and regional differences can be studied from the national scale.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F273.2;F426.86

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