品牌形象结构维度与品牌选择心理机制——主要基于京津冀经济圈的调查数据

Brand Image Construst Dimension and Psychological Mechanism of Brand Choice ——A Study Mainly based on Surrey Data from Beijing-Tianjin-Hebei Economic Zone

对所采集到的423个样本数据进行了探索性因子分析和验证性因子分析。基于符号学理论构建了一个新的品牌形象结构模型,并揭示了该模型三大结构维度所蕴含的消费心理机制。研究结果既有助于对品牌形象进行动态监测,也有助于对品牌价值进行纵向与横向比较。根据符号学理论,既有品牌形象结构模型存在两个问题:一是将品牌所具有的功能与产品所具有的功能相混同;二是将品牌的能指与品牌的所指相混同。在对所采集到的423份样本数据进行探索性因子分析与验证性因子分析结果的基础上,建构了一个新的品牌形象结构模型,该模型由诚信度、名望度和物有所值度三个维度构成,进一步揭示了这三个维度所各自对应的品牌选择心理机制,即风险规避机制、名望映射机制和价值计算机制。

Exploratory factor analysis（EFA） and confirmatory factory analysis（CFA） were applied to analyze the 423 sample data collected.This paper builds up a new model of brand image structure on the basis of semiology theory,and reveals the mechanism of customerpsychology implicated by the three structural factors.The research results facilitates the evaluation of brand image as well as vertical and horizontal comparison.There are a few defects existing in current brand image model on the basis of semiology.Brand function is confused with product function.Brand signifier is confused with brand signified.Exploratory factor analysis and confirmatory factory analysis are applied to analyze the 423 sample data collected.This paper builds up a new brand image model,which consisted of three dimensions： integrity,fame and value for money.Meanwhile,the paper reveals psychological mechanism of brand choice that matches brand image dimension.