品牌效用对品牌权益影响之实证分析

品牌权益是企业宝贵的无形资产,其来源于消费者的品牌认知,消费者感知的品牌效用对品牌权益有重要影响。从品牌忠诚、溢价支付意愿两个维度研究品牌效用对品牌权益的影响,结果发现:产品功能性效用对品牌忠诚有显著影响,而产品象征效用对品牌忠诚影响不显著;品牌功能效用、品牌情感效用对品牌忠诚、溢价支付意愿均有显著影响,品牌象征效用对品牌忠诚有正向作用,对溢价支付意愿影响不显著;同时,品牌忠诚对溢价支付意愿具有非常显著影响。

Empirical Study of the Impact of Brand Utility on Brand Equity

The objective of this paper is to examine the impact of brand utility on brand equity.Taking the cell phone industry as the convenient sample,it carried out two independent studies to respectively study how the brand utility impacts on brand loyalty and purchase intention of premium that are two dimensions on brand equity.The results shows that product function utility has a positive effect on brand loyalty,while the impact of product symbolic utility on brand loyalty can't be observed.The brand function utility and brand emotion utility both have positive effect on brand loyalty and purchase intention of premium.The impact of brand symbolic utility on brand loyalty is notable,but the impact on purchase intention of premium cannot be observed.Meanwhile,the brand loyalty has notable effect on purchase intention of premium.