顾客价值导向的品牌权益模型及实证分析

以结构方程模型路径分析方法为基础,对顾客价值与品牌权益之间的关系进行实证研究。通过前期对手机消费者的深度访谈,结合定性分析,归纳出5个顾客价值结构,提出顾客价值与品牌权益关系概念模型。在调查研究的基础上,分析顾客价值结构对品牌权益价值的影响。结果表明:一方面,顾客价值结构对品牌权益价值有显著的直接效应;另一方面,顾客价值结构经由态度和行为两个品牌忠诚层面对品牌权益价值有显著的间接效应。

Empirical Test of Brand Equity Based on Customer Value

The objective of this paper is to examine the relationship between customer value and brand equity using SEM path analysis. Based upon depth interviews with consumers, and qualitative approaches, the author identifies five customer value dimensions. To study the effects of customer value on brand equity, an analysis of the collected data is made with Lisrel. The result suggests that customer value dimensions have positive direct effect on brand equity, while customer value dimensions have indirect effect on...