品牌形象的构成研究

在相关文献回顾的基础上,本文对品牌形象的概念进行了界定,并提出了品牌形象的五维度模型,它包括:产品表现、服务表现、市场表现、公司形象、品牌个性。然后,以笔记本电脑行业为背景,本文开发并验证了用于测度品牌形象的量表。实证分析结果表明:我们开发的量表具有较好的信度水平、整体拟合度、收敛效度、判别效度。

Based on the intensive literature review, Brand Image is conceptualized and a five- dimension measurement model is proposed： Product Performance, Service Performance, Marketing Performance, Corporate Image and Brand Personality. Then a t scale of Brand Image in the context of laptop industry is developed and validated. Empirical Results indicate that the measurement scale have acceptable levels of reliability, Inspiration：In the Brand Image Marketing, it＇s necessary corresponding Marketing Communication Strategy. overall fit convergent validity and discriminant validity. Management to adopt five Brand Images to execute Brand Orientation with the