品牌形象认知与品牌选择关系的实证研究

An Empirical Study on the Relationship between Brand Image Perception towards Brand Selection Behavior

消费者的品牌形象认知对其品牌选择行为有重要影响。在消费者的品牌形象认知指标中,从对其品牌选择影响性质的差异来看,存在"维护因子"与"增长因子"两类指标。"维护因子"是品牌选择行为,也是品牌价值产生的必要条件;"增长因子"是品牌价值产生的充分条件,但必须在"维护因子"的基础上起作用。通过对不同品牌形象认知指标与消费者品牌选择行为之间的关系分析,有助于品牌管理者合理分配资源,提高品牌管理效率。

Consumers＇ perception towards brand image is influential on its brand selection behavior.This paper finds out that among those brand image indices,there are two kinds of factors,i.e.＂survival factor＂ and ＂growing factor＂,which have different impacts on brand selection.＂Survival factor＂ is the necessary condition of brand selection behavior,also the necessary condition of brand value.＂Growing factor＂ is the sufficient condition of brand value,while it can only be effective when ＂survival factor＂ exists.Study on the relationship between consumers＇ brand image perception and their brand selection behavior,can help brand managers to utilize the marketing resources and to manage the brand system more effectively.