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品牌形象认知与品牌选择关系的实证研究

王枫, 张宁

王枫, 张宁. 品牌形象认知与品牌选择关系的实证研究[J]. 北京航空航天大学学报社会科学版, 2011, 24(6): 77-82.
引用本文: 王枫, 张宁. 品牌形象认知与品牌选择关系的实证研究[J]. 北京航空航天大学学报社会科学版, 2011, 24(6): 77-82.
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Wang Feng, Zhang Ning. An Empirical Study on the Relationship between Brand Image Perception towards Brand Selection Behavior[J]. Journal of Beijing University of Aeronautics and Astronautics Social Sciences Edition, 2011, 24(6): 77-82.
Citation: Wang Feng, Zhang Ning. An Empirical Study on the Relationship between Brand Image Perception towards Brand Selection Behavior[J]. Journal of Beijing University of Aeronautics and Astronautics Social Sciences Edition, 2011, 24(6): 77-82.
shu

品牌形象认知与品牌选择关系的实证研究

  • 北京航空航天大学 经济管理学院, 北京 100191

基金项目: 国家自然科学基金资助项目(70971003)
详细信息
    作者简介:

    王枫 (1972—),女,江苏武进人,博士研究生,研究方向为市场分析.

  • 中图分类号: F713.56

An Empirical Study on the Relationship between Brand Image Perception towards Brand Selection Behavior

  • School of Economics and Management, Beijing University of Aeronautics and Astronautics, Beijing 100191, China

摘要

    摘要
  • 摘要: 消费者的品牌形象认知对其品牌选择行为有重要影响。在消费者的品牌形象认知指标中,从对其品牌选择影响性质的差异来看,存在"维护因子"与"增长因子"两类指标。"维护因子"是品牌选择行为,也是品牌价值产生的必要条件;"增长因子"是品牌价值产生的充分条件,但必须在"维护因子"的基础上起作用。通过对不同品牌形象认知指标与消费者品牌选择行为之间的关系分析,有助于品牌管理者合理分配资源,提高品牌管理效率。
    Abstract: Consumers' perception towards brand image is influential on its brand selection behavior. This paper finds out that among those brand image indices, there are two kinds of factors, i.e. "survival factor" and "growing factor", which have different impacts on brand selection. "Survival factor" is the necessary condition of brand selection behavior, also the necessary condition of brand value. "Growing factor" is the sufficient condition of brand value, while it can only be effective when "survival factor" exists. Study on the relationship between consumers' brand image perception and their brand selection behavior, can help brand managers to utilize the marketing resources and to manage the brand system more effectively.
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    • 参考文献(12)
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出版历程
  • 收稿日期:  2010-12-05
  • 发布日期:  2011-11-24

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