顾客重购意愿的品牌资产维度研究--以笔记本电脑行业为例

Constructing the Relationship among Brand Equity Dimensions Influencing Customer Repurchase Intention——Based on the Research of Notebook PC Industry

从影响顾客重复购买意愿的众多因素中探索其与品牌资产维度的联系,寻求不同品牌资产维度影响顾客重购意愿的方式与路径。作者基于笔记本电脑行业的调查研究,发现品牌认知、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重购意愿。其中品牌形象对于品牌认知具有主导作用,感知价值的主要来源为品牌的独特性。

The writer explores the relationship between the factors which influence customer repurchase intention and brand equity dimensions to find out how different brand equity dimensions influence customer repurchase intention. Based on the research on notebook PC industry, writer finds out that brand recognizing and perceived value are the key brand equity di- mensions which direcdy influence customer repurchase intention and brand image, perceived quality and brand uniqueness can indirectly influence customer repurchase intention through brand recognizing and perceived value. Brand image is the dominant factor which influence brand recognizing and brand uniqueness is the main source of perceived value.