奢侈品品牌态度研究

Attitude Research about Luxury Brands

本文在回顾了以往关于品牌、品牌价值、态度理论和理性行为理论的研究后,认为消费者对品牌的态度取决于其对品牌五个属性的评价,这五个属性可以概括为产品特征、品牌表现、感知质量、感知形象和品牌溢价。同时以多属性态度理论为基础,选取Ferrari、Sony、Prada、Adidas、IWC和Oregon 6个国际著名奢侈品品牌为研究对象进行研究。经研究发现:消费者对奢侈品的品牌态度存在着显著性差异;对不同的奢侈品品牌,其品牌态度的形成是由不同属性决定的;感知质量对全部奢侈品品牌态度的形成都有影响,但影响权重却不相同;感知形象和品牌溢价对部分奢侈品品牌态度的形成具有相当重要的影响力。

After literatures on brand concept, brand equity, attitude theory and reasoned action theory had been reviewed; brand attitude of consumer had been narrowed down the brand attribute to 5Ps, which were product feature, brand performance, perceived quality, perceived image and premium price. Then, Ferrari, Sony, Prada, Adidas, IWC and Oregon were selected to be tested on the base of multi-attribute attitude theory. After statistic analysis, the main results were shown as follows： brand attitude of consumer was significantly different towards luxury; according to different luxury brands, their brand attitudes were formed by different attributes; perceived quality had influence on whole brand attitudes of luxury, but influencing extent was different; perceived image and premium price were also important for part brand attitudes of luxury.