快速消费品品牌形象结构模型研究

Empirical Study about FMCG Brand Image Model on Chinese Background

品牌形象是消费者对特定品牌认知、联想、评价的总和,是消费者对品牌要素的综合感知。但迄今为止,品牌形象的概念并不稳定,缺乏体系化、结构化的模型。在综合消费者行为视角、认知心理学视角等结构模型研究基础上,以具代表性与高普及性的饮料、食品、烟酒类、日化用品等735个快速消费品(FMCG)样本作为实证基础,本研究对品牌形象结构模型进行了探索性研究与验证性分析。结果表明,快速消费品品牌形象五维结构模型由使用者形象、企业形象、产品形象、服务形象以及视觉形象构成,五维模型很好地反映了快速消费品行业品牌形象感知的内容和结构。

The brand image is consumer＇ s perception about a certain brand, include brand cognition, association, ap- praisal etc. , which exited in consumer＇ s mind. Until now, the brand image concept is unstable, no systematized struc- tural model is carried out. Synthesizing all the studies from consumer behavior prespective and cognition psychology per- spective, This article proposes a matrix brand image model. Based on 735 sample from 4 industries, such as food, bev- erage, cigarette ＆ alcohol, and detergent, the empirical study is carried on. The result indicates that FMCG brand im- age structure model is formed by five factors, including user, corporate, product, service, as well as VI image.