耐用消费品品牌个性高级性纬度形成机制研究

耐用消费品品牌个性的高级性纬度可以分为"时尚"与"高档"两个次级纬度,"时尚"纬度的主要驱动因素是品牌视觉元素、消费者的时尚形象、品牌知名度与消费者的社会地位,"高档"纬度的主要驱动要素是品牌视觉元素、消费者的社会地位、感知服务品质、消费者的时尚形象、商品价格与产品感知品质。品牌的视觉元素与消费者形象是驱动品牌个性高级性纬度的最主要因素。品牌的视觉元素与典型消费者形象对高级性纬度的形成具有明显的性别差异。

A Study on the Formation Mechanism of Advanced Dimensions of the Brand Characteristics of Durable Consumable

The advanced dimensions of the brand characteristics of durable consumable can be divided into the two dimensions of "fashion" and "top grade". The main driving factors of the "fashion" dimension are brand vision element, the fashion image of consumers, the brand awareness, and the social status of consumers. The main driving factors of the "top grade" dimension are brand vision element, the social status of consumers, the perception of service quality, the fashion image of consumers, the price of commodity and product perception quality. The brand vision element and the image of typical consumers have obvious gender difference in the formation of advanced dimensions.