高介入度市场品牌资产构成要素对顾客重购意愿的影响研究

On the Influence of the Constructive Factors of Brand Equity on the Customer Repurchase Intention in a High-involvement Market

研究品牌资产构成要素对顾客重复购买意愿的影响可以发现,不同品牌的资产维度影响顾客重购意愿的方式与路径各不相同。从高介入度市场着手,通过对高介入度产品笔记本和手机的市场调查和相关数据分析,结果发现,在高介入度市场的品牌资产构成要素中,品牌认知、感知价值是直接影响顾客重购意愿的品牌资产关键维度,而品牌形象、感知质量和品牌独特性则通过品牌认知、感知价值间接影响顾客的重购意愿。

The findings made by the investigation of how the constructive factors of brand equity influence the customer repurchase intention suggest that the way the asset dimension of a brand influences the customer repurchase intention varies from one brand to another. Through analyzing the data collected in a market investi- gation into the high-involvement products such as cell phones and laptop computers in a high-involvement market, the author has found that the brand recognition and value perception directly influence the key dimensions of customer repurchase intention but the brand image, quality perceived and brand uniqueness indirectly influence the customer repurchase intention through brand recognition and value perception.