品牌形象评价方法研究

品牌形象是一个抽象的概念,是由多方面因素构成。从品牌形象的内涵和消费者角度来分析研究品牌形象的构成要素,品牌形象主要是由企业形象、产品形象、符号形象、传播形象四大部分构成。由此,建立了品牌形象评价指标体系,从而提出品牌形象的二级模糊综合评价方法。     

品牌形象对消费者行为倾向影响的实证研究

本文认为,品牌形象影响并决定着人们的购买和消费行为,独特的品牌形象可以帮助企业确立品牌定位,阻止品牌竞争,改善品牌的市场表现。品牌形象由品牌表现、品牌个性、公司形象三个维度构成,三者不存在层级关系。其中,品牌表现是影响消费者行为倾向的主要因素;品牌个性影响消费者行为倾向,但影响程度较弱;公司形象通过品牌表现和品牌个性间接影响消费者行为倾向,对消费者行为倾向无显著影响。文章提出,企业可以通过三种品牌形象进行品牌定位,即品牌功能属性定位、品牌个性定位、公司形象定位,品牌形象管理即企业进行品牌定位的过程。对于中国企业来讲,品牌个性和公司形象的定位更值得关注。开发独特的品牌形象,建立吸引人的差异化的品牌形象的品牌战略,加强企业品牌形象的推广,是提高顾客忠诚度的根本途径。     

论企业文化力

核心思想、核心策略、强势行动和品牌形象四要素构成了企业核心文化。企业文化力就是由核心文化四要素所引发的思想力、策略力、行动力和形象力的合力,它是企业的核心竞争力。     

连锁企业品牌形象设计与实施

<正>一、连锁企业品牌形象构成及价值连锁企业品牌形象是指在消费者头脑中所唤起和激活的有关商店的所有客观或主观的、正确或错误的想象、态度、意见、经验、愿望和感觉的总和,也可以简称商店形象。品牌形象战略是指企业管理者对连锁品牌形象进行策划、设计及系统化,将企业经营理念、管理特色、社会使命感、商店     

文化折射中的品牌定位与品牌形象

任何品牌在构成知名效应的同时.必然构成特定的文化指向。品牌确立既是知名度的建立,更是品牌文化内涵的建设。在塑造品牌的过程当中,常提到形象(IMAGE)一词,人们强调:"凡是广告应该奉献一切来提升品牌形象。"可见品牌形象的确定在市场行销过程中扮演着十分重要的角色。然而"塑造品牌"与"塑造品牌形象"这     

河北环京津休闲旅游品牌形象构成因素分析

旅游形象是旅游地的生命,也是形成竞争优势的最有力的工具.2008年6月河北发布了<环京津休闲旅游产业带发展规划>.如何有针对性的实施品牌战略,打造河北环京津旅游品牌形象,成为河北休闲旅游战略转型的关键.本文通过市场调查,发现在品牌形象构成因素中,各因素的重要程度存在差别,河北旅游应据此把握建立品牌形象的有效途径,精心打造河北休闭旅游品牌形象     

企业环境形象与导向系统

企业形象是社会公众和企业员工对企业的整体印象和评价，是企业的表现和特征在公众心目中的反映。企业形象的构成要素为：产品形象、品牌形象、环境形象、经营者形象、公共关系形象、社会形象、总体形象等。 环境形象是企业形象重要的组成部分，不管是大企业还是小企业、国有企业还是私有企业，都需要在客户面前有一个好的形象。     

职业体育俱乐部名称与职业体育品牌塑造的关系研究

经济全球化和一体化的发展趋势,使市场迈入了品牌竞争的时代。任何谋求长期可持续发展的企业都要把品牌战略作为竞争的基本战略。中国职业体育同样面临着塑造良好品牌形象的生存选择。品牌理论认为,名称是企业形象和品牌形象的核心要素,是构成形象概念的基础。     

加强品牌形象建设 打造学校核心竞争力——以江苏省徐州经贸高等职业学校为例

借鉴企业品牌形象理论,结合职业院校自身特点,确立学校品牌形象是当前职业院校打造并提升核心竞争力的重要举措。本文以江苏省徐州经贸高等职业学校为例,介绍学校如何借助于大卫·奥格威的品牌形象理论和贝尔的品牌形象模型理论,坚持走品牌形象发展之路,从文化形象、人员形象、办学质量三个方面积极推进学校品牌形象建设,从而不断提升学校核心竞争力。     

农产品原产地形象对网络品牌的影响研究——基于电商直播视角下消费者心理距离和感知价值的分析

建设农产品网络品牌是提高农产品竞争力、实施乡村振兴战略的重要路径。本文基于线索理论探究了直播带货情景下,原产地形象对网络品牌形象的影响机理。研究结果表明：原产地形象对品牌形象存在显著正向影响;心理距离和感知价值在原产地形象对品牌形象的影响关系之中起链式中介作用;电商主播特性正向调节原产地形象与品牌形象之间的关系。因此,应采取相关策略减小消费者与原产地之间的心理距离,以提高消费者对产品价值的感知;电商主播应当具备一定的专业性与互动性,以提高消费者对品牌形象感知,强化原产地形象在品牌形象构建中的作用。     

Effects of television brand placement on brand image

A survey as well as an experiment was conducted to study the effects of television brand placement on brand image. The studies showed that the integration of a brand into the editorial content of a program had a significant effect on brand image: As people watched more episodes, the brand image became more in agreement with the program image. These results confirm the applicability of learning and human associative memory theories to brand placement. Another important finding is that brand memory and brand image were not related. Thus, brand image became more positive regardless of viewers' memory of the brand placements, which implies that brand image was implicitly affected. This has important theoretical implications for the understanding of the working of brand placement. © 2007 Wiley Periodicals, Inc.     

Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's

ABSTRACT

This study investigates differences between U.S. global and local brands in the Indian market. Attitudes toward American products and the brand equity of U.S. global and local casual apparel brand in the Indian market are examined. It is postulated that global and local brand influence brand equity, which is composed of brand image, brand awareness, emotional value, perceived quality, brand loyalty, and purchase intention. A total of 411 college students in India participated in the survey. Using repeated measures ANOVA, this study finds that Indian consumers perceive global and local brands differently based on brand equity.     

品牌形象综合传播模型研讨

品牌识别与品牌形象是品牌的两个侧面,品牌识别由品牌商标、语言、符号等组成,传达品牌价值、利益和个性,品牌形象则是存在于消费者心智中的主观感知,是消费者对品牌的认知、评价和态度的综合。因此,品牌识别与品牌形象是品牌的两个侧面。文章对品牌识别和品牌形象的概念进行了理清之后,在品牌识别过程模型基础上,将可控的品牌关系取代传播环境作为品牌形象综合传播过程的外生变量,完成对Kapferer和Coop提出的传播模型的修正。修正模型存在以下启示:对品牌裂缝的属性认知更加清晰;为进一步研究品牌裂缝的影响因子提供了方向;为缩小甚至消除品牌裂缝,提升品牌忠诚度提供了解决思路。     

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。     

The Impact of a Flagship vs. a Brand Store on Brand Attitude,Brand Attachment and Brand Equity

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We provide retail marketers with avenues to offer increased in-store brand experiences by appealing to consumers’ emotions, senses, behaviors, and cognition.     

Sports sponsorship effects on customer equity: an Asian market application

The authors of this study investigate sponsorship effects on customers in Korea and China, specifically to determine whether current sponsorship research applies to Asian countries and whether the model is significantly different between Korea and China. For this purpose, 251 Koreans and 309 Chinese participated in a survey. The findings suggest that appropriate fit between the sponsor and the sports event enhances brand loyalty and customer equity by positively influencing attitude toward the sponsor and brand image. However, in China, the sponsor's fit did not directly impact brand image. As expected, sporting event experience search positively affects attitudes toward the sponsoring brand, which enhances brand image. Koreans' more favourable attitude toward the sponsoring brand positively influences their brand preference, but favourable attitude does not significantly affect Chinese consumers' perceived congruency with a product. Brand image positively impacted brand preference, and therefore confirms brand personality's congruence effect in both countries. Both brand image and brand preference directly and positively enabled brand loyalty to develop more favourable customer equity. Koreans, however, showed higher effects in the relationships between brand image and brand loyalty and between brand loyalty and customer equity.     

Erratum to: Globalizing Business Ethics Research and the Ethical Need to Include the Bottom-of-the-Pyramid Countries: Redefining the Global Triad as Business Systems and Institutions

This article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This research employed an empirical study by use of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the experience of purchasing information and electronics products. The results showed that green brand image, green satisfaction, and green trust are positively related to green brand equity. Furthermore, the positive relationship between green brand image and green brand equity is partially mediated by green satisfaction and green trust. Hence, investing on resources to increase green brand image, green satisfaction, and green trust is helpful to enhance green brand equity.     

Validation of a Fashion Brand Image Scale Capturing Cognitive,Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model

This research validated a new 16‐item brand image scale that captures cognitive, sensory, and affective dimensions (i.e., mystery, sensuality, intimacy) of tangible and intangible attributes of fashion brands. Three studies were conducted to develop a holistic, yet parsimonious, fashion brand image measure. The initial subthemes of brand image and representative items were based on a review of scholarly literature and industry‐based information and on interview findings. Reliability and validity of the new scale were confirmed using data from 218 college students and a national sample of 2,373 respondents. Convergent and discriminant validity were supported through confirmatory factor analysis. Nomological validity was supported through testing a structural model containing the three brand image dimensions, Roberts’ ( 2005 ) lovemarks experience, and brand equity variables. The new brand image scale is different from existing scales because it incorporates Roberts’ industry‐based perspective, including more comprehensive sensory and affective dimensions than found in past brand image scales. This study provides support for Roberts' lovemarks model and the contributors to brand equity, which has implications for theory and for marketing firms that endeavor to build an effective fashion brand image.     

Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

This research investigates how country macro and micro images associated with both brand origin (BO) and country of manufacture (COM) impact two main dimensions of brand equity-brand image and brand quality. Whereas BO images relate positively to both dimensions of brand equity, COM images exert an impact on brand quality, not on brand image. The typicality of the brand as a representative of the country of origin moderates the impact of BO on brand equity, such that the effects of BO on brand equity are stronger when the brand is more typical. The authors explore implications for theory and practice.