智能手机品牌形象对消费者购买行为影响的实证研究

依据贝尔品牌形象测度模型,在南京市的五个城区做了智能手机品牌形象对消费者购买行为影响的问卷调查。研究结果表明智能手机品牌形象中品牌表现、品牌个性、公司形象的三个维度对消费者购买意愿都具有正向影响,可以看出品牌形象的构建非常重要。要构建清晰的品牌形象,企业应从产品和服务层面、企业层面和使用者层面塑造协调一致的品牌形象。     

基于品牌个性视角的品牌形象代言人选择研究

没有个性的品牌形象无法给消费者留下鲜明深刻的印象。品牌形象代言人是品牌个性的直接来源之一。品牌形象代言人能通过让消费者产生对品牌形象的联想提升品牌认知度．通过将个人资产有效地转移到品牌上提升品牌知名度和美誉度,通过自身的个性或形象魅力强化品牌个性和形象．形成品牌忠诚度。基于此,该文结合相关案例,建议企业在选择品牌形象代言人的时候．要使形象代言人得到目标消费者的普遍认同;使形象代言人的个性与品牌个性相吻合;保持形象代言人个性和品牌个性的动态匹配,塑造鲜明的品牌个性,形成差异化,更好地指导沟通活动和品牌资产的创建。     

中小企业的品牌定位研究

品牌定位是指企业根据消费者的需求,树立与其他品牌有区别的品牌形象。企业对品牌进行合理的定位可以有效推进产品的市场推广,吸引消费者的眼球,迅速树立企业产品的形象,大大地提高经济效益。本文以A奶制品公司为例,通过对中小企业品牌的特点与定位进行分析研究,提出了我国中小企业在品牌定位中存在的问题,并提出了相应的策略,以期帮助中小企业实现可持续发展。     

关于消费者品牌知识对重复购买行为的影响

消费者品牌知识可以理解为存储在消费者记忆中的,对某品牌的相关性描述及评价等信息,是消费者购买决策行为的重要影响因素。文章建立了一个消费者品牌知识、品牌关系对重复购买行为影响的概念模型,用实证分析的方法探讨了三者关系。研究发现:品牌知识(包括品牌知名度和品牌形象)和品牌关系(包括品牌满意度和品牌信任)对重复购买行为都能产生直接的影响;品牌知名度和品牌形象对品牌信任的影响较为明显,对品牌满意度的影响却不大。最后从产品质量、品牌形象和消费者感受三个角度给企业提出对策建议。     

品牌个性纬度构成比较及其营销应用

品牌个性是用描述人个性的词汇来描述品牌,从而把品牌形象地比作个性各异的人.文章认为不同品牌个性对应着不同个性的人,消费者的人格个性与品牌偏好之间存在显著的相关关系,消费者愿意选择那些品牌个性与自我形象一致的品牌,并对其保持忠诚.企业通过品牌策略的运用,可以塑造出具有鲜明个性的品牌形象,从而提升企业的品牌价值.     

品牌原产地困惑对消费者购买倾向的影响研究

本文通过理论分析,阐述了品牌原产地困惑对消费者购买倾向的影响机制,即品牌原产地困惑通过消费者对品牌形象的感知来影响其购买倾向,品牌知名度对品牌原产地困惑与消费者对品牌形象的感知之间的关系起着负向调节的作用。文章最后还提出了研究该课题的实证方法,并且根据理论研究结果为企业提出了相关建议。     

品牌依恋对品牌对抗忠诚的影响研究——基于心理距离的调节作用北大核心

消费者的品牌对抗忠诚是通过对竞争品牌及其消费者的反对,来表现对依恋品牌忠诚的行为。它削弱竞争品牌,增强企业品牌资产,是企业持续保持竞争优势的关键。本文采用自我概念-品牌形象一致性、品牌依恋、心理距离三个因素论证消费者品牌对抗忠诚形成机制。结果表明:自我概念-品牌形象一致性对品牌对抗忠诚存在正向影响;自我概念-品牌形象一致性对品牌依恋存在正向影响;品牌依恋对品牌对抗忠诚存在正向影响;品牌依恋在自我概念-品牌形象一致性与品牌对抗忠诚关系中起到完全中介作用;近社会距离情境下,品牌依恋对品牌对抗忠诚的关系将被削弱;远社会距离的情境下,品牌依恋对品牌对抗忠诚的关系将被增强。     

基于消费者信任的同仁堂品牌个性研究

品牌个性作为品牌形象的核心,能够凸显品牌的竞争优势、展现品牌独特理念的人性化特征,将品牌烙印在消费者心里。消费者信任是品牌在消费者心中地位的体现。本文运用结构主义叙事学的方法,以北京同仁堂的品牌故事为例进行分析,从消费者信任的视觉剖析如何通过品牌故事将企业的品牌个性传递给消费者。     

基于品牌概念管理的长期品牌形象研究

长期品牌形象已经成为影响企业长远业绩的一个重要因素。许多研究学者纷纷从不同侧面对品牌形象进行研究。本文在前人研究的基础上,从品牌概念管理的角度出发,进行品牌长期形象研究。在研究过程中,我们发现,品牌概念管理不单纯是消费者对品牌的评价,还应该包括厂商期望向消费者传达品牌形象,即消费者了解到了品牌的什么,消费者了解到这些内容对于厂商意味着什么,厂商是否期望消费者了解到这些,二者是否没有差异。因此本文将长期品牌形象看作是厂商和消费者对品牌认识的统一。     

为你的品牌创造个性差异

品牌定位是针对目标市场确定、建立一个独特品牌形象并对品牌的整体形象进行设计、传播等，从而在目标顾客心中占据一个独特的有价值的地位的行动或过程。美国一项市场调研表明，品牌的价值取决于以下三个方面：品牌定位，实施力度，概念，品性，准确而独特的品牌特征（39％）；消费者对品牌标志的识别（36％）；品牌在消费者心目中的权威性，声誉，地位，以及消费者对品牌产品的忠诚程度（24％），由此可见品牌定位对于品牌创建的重要性。     

Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?

This paper considers corporate brand image, focusing on cognitive and affective brand attributes in the context of business schools. While previous research on university or institutional branding has studied these elements separately via cognitive (e.g., service or educational quality attributes) or affective criteria (personality traits of the corporate brand), this study investigates them jointly through behavioral responses (leading to positive recommendations about the corporate brand). This is important because brand equity such as positive word-of-mouth (or mouse) is derived from both attitudinal components, rather than being based on only one component. Drawing on an empirical survey of postgraduate (MBA) students from four business schools, the findings reveal that both cognitive and affective attitudinal components appear equally important in shaping corporate brand image. Further, when the mediating effect is investigated, interestingly, students' positive recommendations to schools depended largely on the affective (prestigious, adventurous, empathy and competence) rather than upon the cognitive brand attributes. This paper contributes theoretically to the corporate brand and consumer behavior literature by investigating both attitudinal components at a corporate brand level and investigates their effects on behavioral/conative response. The practical contribution of the paper and its managerial implications lie in the context of defining strategy in relation to positioning business schools in an increasingly competitive higher education market.     

The impact of brand equity on brand preference and purchase intentions in the service industries

The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.     

Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate?

Abstract

The recent trend suggests that people are more inclined to online hotel reviews to take online hotel booking decisions. The present study argues that when consumers are exposed to online hotel reviews, it draws an impression of the hotel brand in the mind of consumers, resulting in influence their hotel booking intentions. The current study determines the mediation effects of brand image between credible online hotel reviews and consumers’ hotel booking intentions. To ascertain the uni-dimensionality of the scales, the present study executes exploratory factor analysis. The ensure the internal consistency of the variable scales, the study determines Cronbach’s alpha. To measure the mediation effects, the present study performs structural equation modeling bootstrapping method. Data analysis reveals that marketers should look at hedonic brand image, which ultimately influences consumers’ hotel booking intentions. This is a unique study that ascertains the type of brand image that actually mediates between the impact of online hotel reviews and consumers’ hotel booking intentions. In addition, the paper furnishes theoretical background on how people interpret online hotel reviews and its effects.     

The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets

Retailers are making considerable efforts to improve their brand management. The challenge they face, however, is how best to integrate coherently their stores, as brands, and their various distributor brands (store brands, private labels, etc.), in order to increase their brand equity and offer the market differential value that will stimulate customer loyalty. From this perspective, it is crucial for retailers to investigate the relationship between the store and their own brands. This study proposes two theoretical models showing the mechanism whereby store image helps increase the equity of a specific type of distributor brand (the store brand). The approach used in this analysis is based, on the one hand, on defining brand equity through its components, using the model in Aaker (1991), and on the other, on including (social and strategic) corporate dimensions in measuring store image. The empirical research made in the hypermarket sector in the Basque province of Gipuzkoa backs the majority of the proposed hypotheses. The results show that store image can be used by retailers to influence all components of store brand equity, essentially through its commercial and strategic dimension. This research is intended to address the clear lack of research on store brand equity.     

Influence of Corporate Image on Brand Extensions: A Model Applied to the Service Sector

The paper presented here provides a new perspective in the study of service brand extensions, which has become a popular strategy for launching new services. Specifically, the paper proposes and estimates a model that shows how potential consumers evaluate service extensions. The findings show that the corporate image affects both the perceived service quality and the perceived fit between the new service and the parent brand, which in turn affects attitudes towards the extension. In consequence, the service extension is more likely to be successful when the corporate image is reinforced by effective marketing communications. The perception of service quality will be better and consumers will think that the company is more able to offer the new services.     

Effects of Country-of-Manufacture and Brand Image on Korean Consumers' Purchase Intention

ABSTRACT

In this study, a theoretical framework is developed to explain the differential effects of country-of-manufacture (COM) and brand image on the cognitive, affective, and behavioral components of Koreans' consumer decision making. Although effects are product specific, findings, overall, indicate that brand image has a stronger effect than COM on Koreans' perceptions of hybrid global products. Moving the production of an electronic product (TV) to a developing country, however, negatively affected Koreans' evaluation of product performance, prestige (brand and technical), and purchase attitudes. The findings have interesting marketing implications for hybrid global brands and contribute to building a theory of COM.     

Determinants of brand equity in cultural organizations: the case of an art exhibition

The purpose of this research is two-fold. First, to explore the factors that help to create brand equity in cultural organizations from the visitor viewpoint and second, to examine the impact of cultural brand equity on visitor satisfaction as well as on future intentions. A model of the relationships is developed and empirically tested using data collected from visitors attending The Ages of Mankind cultural exhibition in Castilla and León, Spain. In the present study, evidence is found to support the propositions that brand equity is closely linked to the particular image it conveys, to the event's recognition, the quality of the exhibitions and the cultural values it transmits. Brand equity also impacts visitor perception of the most recent exhibition, as well as future intentions to attend or even pay an admission fee.     

电商化转型零售商的品牌权益提升机制与路径研究——基于双渠道品牌形象驱动的视角

网络零售强烈冲击下的国内传统零售业面临行业生存危机,电商化转型已经成为行业的必然发展趋势。文章通过界定电商化转型零售商及其品牌形象、品牌权益的概念,提出其“实体-网络”双渠道品牌形象结构的概念模型,并进一步构建其“双渠道品牌形象——品牌权益”驱动机制模型,以结构方程结合信度分析、效度分析等方法进行了实证分析。研究发现：电商化转型零售商的实体品牌形象各维度变量对网络品牌形象的对应维度变量都具有非常强的直接积极影响（即支撑效应）,价值维度、价格维度、供应维度的支撑效应由强至弱;实体品牌形象各维度变量对品牌权益产生明显的总积极影响（即提升效应）,价格维度、价值维度、供应维度的提升效应由强至弱,但供应维度无直接影响;网络性品牌形象各维度变量对品牌权益产生明显的直接积极影响（即提升效应）,供应维度、价格维度、价值维度的提升效应由强至弱。     

Designing corporate brand experience in an online context: A qualitative insight

This study explores the dimensions and components of corporate brand experience in an Internet setting. Corporate brand experience (CBE), which is a source of a company's added value, could be an effective way to position a corporate brand in relation to the overall corporate marketing strategy. However, the concept of CBE has attracted very little attention from previous research, thereby our understanding of what the concept is and how to operationalize it is limited. Previous brand experience research is mainly focused on the conceptual understanding of brand experience itself, and/or the product brand level (rather than at corporation level). Understanding CBE is important because corporate brand equity (e.g. corporate image, brand loyalty) is dependent not only on how one is satisfied with the product (mostly addressed by functional/performance values of product), but also through the values of the corporation (corporate brand values). This study thus contributes theoretically to the corporate and online branding literature by proposing underlying new dimensions and components of CBE in an online environment. A series of focus group discussions (FGDs) with 32 online banking respondents informs the study. We identify five main themes and 26 sub-themes of corporate brand experience — corporate visual identity, functionality, emotional, lifestyle and corporate/self-identity. Financial service providers can address these dimensionalities during the process of brand positioning and when designing their corporate marketing in an online setting.     

Brand consistency and coherency at the London 2012 Olympic Games

Abstract

As brand management and brand perceptions attract more attention in both academia and in practice, examining the link or lack thereof between brand identity and image is becoming increasingly important. The existence of brand consistency and coherency is examined in this research, which aimed to evaluate whether the pre- or post-event brand image of the Olympic Games or the London 2012 Games, in the domestic UK population and media, were aligned with the brand identities of these objects. Online surveys and media content analysis revealed that both brands have yet to achieve consistency or coherency within these two key stakeholder groups, even though the brand image of the 2012 Games improved following the event. What this study suggests is that unless the brand owner takes key stakeholders’ perceptions into consideration, a coherent and consistent brand identity does not necessarily equate to these being a feature of the brand image, with the connection between perceptions requiring additional attention.