零售品牌形象构成要素实证研究

An Empirical Research on the Components of Retail Brand Image

良好的品牌形象可以降低消费者购物过程中感知的风险,从而提高其满意度和忠诚度,作为一种独特的竞争优势,它又可以使企业获得强大的品牌资产,并为品牌延伸提供了依据。笔者试图通过问卷调查,从消费者的视角识别出零售品牌形象的主要构成要素。研究发现,零售品牌形象是一个多维的概念,它主要由31个指标构成并可以划分为7个纬度。与国际零售品牌相比,本土零售品牌的名称更容易为消费者记忆与传播,消费者对本土零售品牌名称的认知明显高于国际零售品牌。

A good brand image can reduce the risk perception of consumers during their shopping process, and thus improve their satisfaction and loyalty;as a unique competitive advantage, a good brand image can win enterprises strong brand assets and provide basis for brand extension. Through a questionnaire survey, the author attempts to identify the components of retail brand image from the consumers＇ perspective. The research finds that retail brand image is a multidimensional concept, which is composed of 31 items and can be divided into seven dimensions. Compared with international retail brand, local retail brand names are easier to be remembered and transmitted by consumers. Consumers＇perception of local retail brand names is obviously higher than that of international retail brand names.