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当前位置:首页 > 商业/管理/HR > 质量控制/管理 > 品牌形象对顾客品牌态度的影响研究-刘凤军
刘凤军,王鏐莹(中国人民大学商学院北京100872):本研究采用逻辑回归的方法,从Aaker(1996)的品牌形象识别四维度,即产品人性化企业和符号维度出发,综合地衡量了品牌形象对于顾客品牌态度,即品牌喜爱和品牌购买意向的影响作用研究发现品牌形象的/人性化维度0/企业维度0和/符号维度0对顾客的品牌态度产生了显著的正向影响,而/产品维度0对顾客品牌态度的影响则不显著/人性化维度0/企业维度0和/符号维度0三者中,/人性化维度0对品牌态度的影响程度最大,/企业维度0的影响程度次之,而/符号维度0的影响则最小:品牌形象;品牌态度;顾客:F270:A:1002-9753(2009)01-0067-08,,,,,,,,,,,,(Aaker,1991;Keller,1993;AakerJacobson,2001),Kim,AllenandKardes(1996),,()(ForehandPerkins,2005)(Samiee,ShimpandSharma,2005),,FairclothCapella(2001),,,,,Aaker(1996),,,,,,Aaker(1996),,:2008-10-10:2008-12-19:(70772089);:(1963-),,,67品牌形象对顾客品牌态度的影响研究1.品牌形象,LevyGardner1955(brandimage)(DobniandZeitham,l1990),(Keller,1993),,(DobniandZeitham,l1990),(,2002)Kapferer(1992),,,,,(Bie,l1992),,,,,,(Bird,1970),,Park(1986)Biel(1992)/Keller(1993),()()Aaker(1996),,,,Aaker(1996)(),,,,,,,/,,,,,,,68科学决策2009年第1期2.品牌态度,Bird,ChannonEhrenberg(1970),,,,,,MurphyNewcomb(1937)Allport(1954),,English(1958)Krech(1962),Koltler(1991),:,,;,,,;,,,,(),,(,,2004),,(ParkYoung,1986;Graef,f1997;SenguptaFitzs-imons,2004)(Fayant,iMcManamonWhipple,2004;Graef,f1997)1.模型与假设,1,1(1),,12:1:,;2:,(2),,,34:3:,;4:,69品牌形象对顾客品牌态度的影响研究(3),/,56:5:,;6:,(4),78:7:,;8:,2.问卷设计(AakerDavidA.,1996;,2002),,,,,,0.4,,/04,/07,/08,/04(1)7,17,,1/0,7/0,,/0/0,/0/0(ParkYoung,1986;SenguptaFitzsimons,2004;Graef,f1997)3.数据收集200757,433,323:¹,,57.8%1A1.501B1.601A2.514B2.619A3.636B3.734A4.523B4.733B5.649B6.756C1.683B7.701C2.801C3.529C4.619D1.721C5.663D2.657C6.681D3.730C7.642D4.715C8.60470科学决策2009年第1期2()BS.E.WaldSig.Exp(B).056.139.165.6851.058.643.13024.388.0001.903.574.18110.041.0021.776.625.15516.297.000.535ObservedPredicted01PercentageCorrect01344574.91608057.1Sig.ofModel=.000NagelkerkeRSquare=.217OverallPercentage67.13()BS.E.WaldSig.Exp(B).064.142.202.6531.066.721.13428.886.0002.057.513.1847.793.0051.670.635.15816.039.000.530ObservedPredicted01PercentageCorrect01473979.01607354.9Sig.ofModel=.000NagelkerkeRSquare=.231OverallPercentage69.042.2%;º,,3593.8%;»,(93.8%);¼,71.4%5;½,,66.9%,,;¾,(80.8%)(16.7%);¿(69.7%),,SPSS13.0,,,,,,CronbachA¹,:/0alpha0.595,/0alpha0.826,/0alpha0.878,/0alpha0.840,alpha0.908,,4.假设验证,,)))/0/0,1/0/0,0/0/0/0/0/0/0,,/0/0SPSS13.03423,()()(Sig.=.000),,67.1%,69.0%,,,,21.7%,23.1%,12,¹Nunnally,PsychometricTheory,2nd,McGraw-Hil,l198771品牌形象对顾客品牌态度的影响研究,:1.,/04,/07,/08,/04,2.,8,3-8,/0/0/0;12,/0,(),,,,,,,,3.WaldSig.,Wald(Sig.),¹,,,,,,,,,,,,,,:,,,,,;,,,,,,,;,(21.7%,23.1%),,:,,,;,,,,,;,,¹,.SPSS,,200341,24272科学决策2009年第1期:[1],.[J](),2002,(3).[2],...7(2):41-45,2004.[3]Aaker.DavidA.BuildingStrongBrands.NowYork,NY:TheFreePress,1996.[4]Aaker.DavidA.ManagingBrandEquity.NowYork,NY:TheFreePress,1991.[5]Aaker.DavidAandRobertJacobson.TheValueRele-vanceofBrandAttitudeinHigh-technologyMarkets.JournalofMarketingResearch38,2001:485-493.[6]Allport,G.W..TheHistoricalBackgroundofModernSocialPsychology.InG.Lindzey(ed.):HandbookofSocialPsychology.1,Mass:Allison-Wesey:3-56,1954.[7]BielA.L.HowBrandImageDrivesBrandEquity.Jour-nalofAdvertisingResearch,6(November/December):6-12,1992.[8]BirdM.,ChannonC.andEhrenbergA.S.C.BrandIm-ageandBrandUsage.JournalofMarketingResearch7(3),August,1970:307-314.[9]Dobn,iD.andZeitham,lV.A..InSearchofBrandIm-age:AFoundationAnalysis,InM.E.Goldberg,G.Gorn,andR.Pollay,eds.:AdvancesinConsumerResearch,Pro-vo,UT:AssociationforConsumerResearch17,1990:110-119.[10]FairclothJamesB.andCapellaLoisM.TheeffectofBrandAttitudeandBrandImageonBrandEquity.JournalofMarketingTheoryandPractice9,2001:61-75.[11]ForehandMarkR.andPerkinsAndrew.ImplicitAssim-ilationandExplicitContrast:ASet/ResetModelofResponsetoCelebrityVoice-Overs.JournalofConsumerResearch32,2005:435-441.[12]JaidepSenguptaandGavanJ.Fitzsimons.TheEffectofAnalyzingReasonsontheStabilityofBrandAttitudes:ARe-conciliationofOpposingPredictions.JournalofConsumerRe-search31,December2004:705-711.[13]JohnKim,ChrisT.Allen,andFrankR.Kardes.AnInvestigationoftheMediationalMechanismsUnderlyingAttitu-dinalConditioning.JournalofMarketingResearch33,1996:318-328.[14]Kapferer,Jean-Noe.lStrategicBrandManagement:NewApproachestoCreatingandEvaluatingBrandEquity.NewYork:TheFreePress,1992.[15]Keller,LevinLane.Conceptualizing,Measuring,andManagingCustomer-basedBrandEquity.JournalofMarke-ting57,1993:1-22.[16]Krech,D.,CrutchfieldR.S.,andBallacheyI;.L.In-dividualinSociety:ATextbookofSocialPsychology.NewYork:McGrawHill.1962.[17]Murphy,MurphyG.L.B.,NewcombT.M.Exper-imentalSocialPsychology:AnInterpretationofResearchupontheSocializationoftheIndividua.lNewYork:HarperandBrothers.1937.[18]Park,C.W.,Jaworsk,iB.J.andMaclnnis,D.J..StrategicBrandConcept-ImageManagement.JournalofMar-keting50,1986:135-145.[19]RamaK.Fayant,iMaryK.McManamonandThomasW.Whipple.TheEffectsofAgingonBrandAttitudeMeasure-ment.JournalofConsumerMarketing21(4),2004:264-273.[20]SaeedSamiee,TerenceAShimp,andSubhashSharma.BrandOriginRecognitionAccuracy:ItsAntecedentsandCon-sumers.CognitiveLimitations.AcademyofInternationalBus-inessStudies36,2005:379-397.[21]TimothyR.Graef.fConsumptionSituationsandtheEffectsofBrandImageonConsumers.BrandEvaluations.Psychology&Marketing14(1),1997:49-70.[22]WhanParkC.and
本文标题:品牌形象对顾客品牌态度的影响研究-刘凤军
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