情感价值对品牌利益定位影响的探究

品牌利益定位是产品市场进入策略的必修科目。突破传统品牌定位思想,结合目前市场特征,紧扣情感价值要素,借助因子分析和SEM模型分析方法探讨了品牌利益定位过程中形成的决策动机情感价值、品牌情感价值、功能情感价值和服务情感价值的诉求元素,实证研究结果表明情感价值与品牌利益具有显著的正向相关性,是需要着重考虑的因素。

Analysis of the Influence of Emotion Value on the Positioning of BrandBenefit in the Age of Economy Crisis

The positioning of brand benefit is the traditional compulsory subject of entering market.This paper,breaking through the traditional positioning thought,combining present market characteristics,enclosing emotion value,discuss the emotion of the decision motive,brand,function and service which are emerged in the course of positioning of brand benefit by using factor analysis and SEM model.Empirical research results show that emotion value which needs to be taken into consideration has strongly positive rela...