基于消费者感知的企业品牌权益对品牌忠诚的作用研究——以家电行业为例

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1、浙江大学硕士学位论文基于消费者感知的企业品牌权益对品牌忠诚的作用研究AbstractBrandequityasintangibleassettOcorporatesisa：ttchedmoreimportance．111edissertationfocusedonthestructureofbrandequityanditsfactorsfromthegonsumer’sperception．11圮dissertationalsofocusedontheexpressionofbrandequityinconsunl钮

2、"andthemechanismofbrandequityinconsumerinfluenceonbrandloyalty．Onthebasisofrcferringrelatedliteraturesandexpertinterviews，thedissertationconcludedthefactorsofbrandequitycomsumer-perceivingbased,anddesignedthemodelofcorporatebrandequityfactorsconsumer-perceivingb

3、asedinfluenceonbrandloyalty．Thescaleofcorporatebrandequityfactorsconsumer-perceivingbasedWassystematically,normativelystructured．Theninthehouseholdelectricalappliancesindustry,throughsurveyingquestionnairesacquiringdataandusingSPSStOanalyzetherelationsbetweenthe

4、m，andusingthestatisticalanalysis，thedissertationdrawsmainlythefollowingconclusions：(1)Consumer’Sbrandtowardsthebrandofthecorporationismadeup丽tlltheconsumers’Sbrandtrustandemotiontowardsthebrandofthecorporation．Accordingtotheconsumer’scognitiveandemtiontowardsthe

5、corporationbrand，tOsplitcorporatebrandtOwardsthebrandofthecorporateintotwodimensionswhichisappropriatetOthehouseholdelectricalappliancesindustry．(2)Productsandquality,brandpersonality,brandaccosiation,priceandbrandawareness，aredeterminingfactorstOcoporatebrandeq

6、uity．Themodelofbrandequityfactorsconsumer-perceivingbasedinfluenceonbrandloyaltyprovedthatitisappropriate．(3)TherearepositiverelevancebeweencorporatebrandtrustandemotiontOwardsandconsumer’sattitudeloyaltyandbehaviorloyalty．(4)Theconsumer’sbrandtrustispositivetOt

7、hebrandemotiontOwardsthecorporationbrand．(5)WeproposesomepracticaladviceforthehouseholdelectricalcompaniestOimprovebrandmanagementaccordtOthetheoreticalconclusionofthisresearch．Keywords：consumerperceiving；brandequity；brandloyalty；householdelectricalappliancesind

8、ustryⅡ浙江大学硕士学位论文基于消费者感知的企业品牌权益对品牌忠诚的作用研究图目录图1．1本研究的技术路线图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯5图2．1品牌作用机理模型⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯14图2．2Aaker的品牌权益概念模型⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．17图2．3Keller的