| 品牌关系对消费者品牌形象感知及购买行为的影响研究 |
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| 引用本文： | 龙成志,甘寿国. 品牌关系对消费者品牌形象感知及购买行为的影响研究[J]. 广东商学院学报, 2011, 26(4): 19-26 |
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| 作者姓名： | 龙成志 甘寿国 |
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| 作者单位： | 广东金融学院工商管理系,广东广州,510520 |
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| 基金项目： | 广东省自然科学基金项目(845106401000097) |
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| 摘 要： | 品牌关系被关系研究学者视为品牌的本质所在和品牌提升的直接途径；品牌形象是消费者对品牌的综合感知,是影响消费者购买决策等行为的重要变量.以全国679个消费品调研样本为基础,运用结构方程模型(SEM)和路径分析方法,实证研究品牌关系对消费者品牌形象感知及购买行为的影响,结论显示:品牌关系是影响消费者品牌形象感知的直接变量,...
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| 关 键 词： | 品牌关系 品牌形象感知 消费者购买行为 产品形象 |
An Empirical Study of the Impact of Brand Relationship on the Consumer's Brand Image Perception and Purchasing Behavior |
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| LONG Cheng-zhi,GAN Shou-guo. An Empirical Study of the Impact of Brand Relationship on the Consumer's Brand Image Perception and Purchasing Behavior[J]. Journal of Guangdong Business College, 2011, 26(4): 19-26 |
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| Authors: | LONG Cheng-zhi GAN Shou-guo |
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| Affiliation: | LONG Cheng-zhi,GAN Shou-guo(Department of Industry and Bussiness Administration,Guangdong University of Finance,Guangzhou 510520,China) |
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| Abstract: | Brand relationship becomes a new straight way to construct brand while brand image is the consumer's comprehensive perception about a certain brand,which is regarded as a great variable to affect consumer behavior.Based on the 679 samples collected from the whole country,the paper conducts an empirical study.The results indicate that brand relationship is a direct variable affecting the consumer's brand image perception,and realizes its influence on the consumer's purchasing behavior through its influence o... |
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| Keywords: | brand relationship brand image perception consumer purchasing behavior product image |
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