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《基于消費(fèi)者感知的企業(yè)品牌權(quán)益對(duì)品牌忠誠(chéng)的作用研究——以家電行業(yè)為例》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫(kù)。
1、浙江大學(xué)碩士學(xué)位論文基于消費(fèi)者感知的企業(yè)品牌權(quán)益對(duì)品牌忠誠(chéng)的作用研究AbstractBrandequityasintangibleassettOcorporatesisa：ttchedmoreimportance．111edissertationfocusedonthestructureofbrandequityanditsfactorsfromthegonsumer’sperception．11圮dissertationalsofocusedontheexpressionofbrandequityinconsunl鈕
2、"andthemechanismofbrandequityinconsumerinfluenceonbrandloyalty．Onthebasisofrcferringrelatedliteraturesandexpertinterviews，thedissertationconcludedthefactorsofbrandequitycomsumer-perceivingbased,anddesignedthemodelofcorporatebrandequityfactorsconsumer-perceivingb
3、asedinfluenceonbrandloyalty．Thescaleofcorporatebrandequityfactorsconsumer-perceivingbasedWassystematically,normativelystructured．Theninthehouseholdelectricalappliancesindustry,throughsurveyingquestionnairesacquiringdataandusingSPSStOanalyzetherelationsbetweenthe
4、m，andusingthestatisticalanalysis，thedissertationdrawsmainlythefollowingconclusions：(1)Consumer’Sbrandtowardsthebrandofthecorporationismadeup麗tlltheconsumers’Sbrandtrustandemotiontowardsthebrandofthecorporation．Accordingtotheconsumer’scognitiveandemtiontowardsthe
5、corporationbrand，tOsplitcorporatebrandtOwardsthebrandofthecorporateintotwodimensionswhichisappropriatetOthehouseholdelectricalappliancesindustry．(2)Productsandquality,brandpersonality,brandaccosiation,priceandbrandawareness，aredeterminingfactorstOcoporatebrandeq
6、uity．Themodelofbrandequityfactorsconsumer-perceivingbasedinfluenceonbrandloyaltyprovedthatitisappropriate．(3)TherearepositiverelevancebeweencorporatebrandtrustandemotiontOwardsandconsumer’sattitudeloyaltyandbehaviorloyalty．(4)Theconsumer’sbrandtrustispositivetOt
7、hebrandemotiontOwardsthecorporationbrand．(5)WeproposesomepracticaladviceforthehouseholdelectricalcompaniestOimprovebrandmanagementaccordtOthetheoreticalconclusionofthisresearch．Keywords：consumerperceiving；brandequity；brandloyalty；householdelectricalappliancesind
8、ustryⅡ浙江大學(xué)碩士學(xué)位論文基于消費(fèi)者感知的企業(yè)品牌權(quán)益對(duì)品牌忠誠(chéng)的作用研究圖目錄圖1．1本研究的技術(shù)路線圖??????????????????????5圖2．1品牌作用機(jī)理模型???????????????????????14圖2．2Aaker的品牌權(quán)益概念模型??????????????????．17圖2．3Keller的
