高卷入耐用消费品品牌个性高级纬度的关键性影响要素及消费经验的调节作用研究

The Impact of Key Perceived Brand Images and Consumption Experience to the Sophistical Dimensions of Brand Personality on High Involvement Durable Goods

耐用消费品品牌个性的高级性纬度可分为"时尚"、"高档"两个次级纬度,"时尚"的主要驱动因素是品牌视觉元素、消费者的时尚形象、品牌知名度与消费者的社会地位,"高档"的主要驱动要素是品牌视觉元素、消费者的社会地位、感知服务品质、消费者的时尚形象、商品价格与产品感知品质,从中发现,品牌的视觉元素与消费者形象是驱动品牌个性高级纬度的关键因素。在有消费经验的情况下,感知服务品质的影响更为明显。

The results of the research show that two main sub dimensions - ＂Fashion＂ and ＂High Class＂ - were included in the sophis- tical dimension of brand personality of high involvement durable goods. The main drivers of the sub dimension of ＂Fashion＂ include the visual images, the fashion image of typical consumers, brand awareness and the social class of typical consumers. The drivers of the sub dimension of ＂High Class＂ include the visual images, the social class of typical consumers, perceptive quality on service, and the fashion image of typical consumers, price and the perceptive quality on products. All of the drivers, the visual images of a brand and the image of typical consumers are the two most important powers. The positive impact of perceived qualities of services to high class sub - dimension is more remarkable if the consumers have consumption experience about the brand.