摘要
品牌形象是一个抽象的概念,由多方面因素构成。本文以贝尔品牌形象测评模型为基础,提出品牌形象主要是由公司形象、产品形象、符号形象、使用者形象四大部分构成。结合行业特点,对具有高卷入商品性质的家用汽车的品牌形象构成维度进行了调整和分析。
Brand image is a abstract concept, composed of various factors. Based on A. L. Biel model, brand image consists of the images in terms of company, product, symbol and users. Combined with Industry characteristics, adjust and analyzes composition dimensions of brand image on the high involvement durable goods in the household of automobile.
出处
《国际商务研究》
CSSCI
北大核心
2009年第4期61-69,共9页
International Business Research
关键词
高卷入耐用品:品牌形象:构成维度
high involvement durable goods
brand image
composition dimensions
