摘要
本研究采用逻辑回归的方法,从Aaker(1996)的品牌形象识别四维度,即产品、人性化、企业和符号维度出发,综合地衡量了品牌形象对于顾客品牌态度,即品牌喜爱和品牌购买意向的影响作用。研究发现品牌形象的"人性化维度"、"企业维度"和"符号维度"对顾客的品牌态度产生了显著的正向影响,而"产品维度"对顾客品牌态度的影响则不显著。"人性化维度"、"企业维度"和"符号维度"三者中,"人性化维度"对品牌态度的影响程度最大,"企业维度"的影响程度次之,而"符号维度"的影响则最小。
This paper is an application of Aaker＇ s brand identification scale, which consists of product, personalization, corporation and symbol dimensions. Based on this scale, the paper evaluates the effects that hrand image could have on consumers＇ brand attitudes by means of logit regression. It is found that the personalization, corporation and symbol dimensions of brand image could have significant positive influences on brand attitudes, while the effect of product dimension is not significant. Furthermore, among the personalization, corporation and symbol dimensions, personalization has the most important impact on brand attitudes, while corporation has a less important impact, and the impact of symbol is relatively the least important.
出处
《科学决策》
2009年第1期67-74,共8页
Scientific Decision Making
基金
国家自然科学基金资助(70772089)
教育部新世纪优秀人才支持计划资助
