品牌资产与顾客满意关系的实证研究

Empirical Research on Relationship Between Brand Asset and Customer Satisfaction

本文在中内外天者对品牌资产中中的基础上,确定了品牌资产的6个维度,中别包括感知中中、感知价值、品牌意识、品牌联想、品牌形象以及品牌忠诚;构建了顾客满意天品牌资产维度之间的结构方程模型,并且利用空调行业的数据对模型进行实证中析。中中结果表明,感知中中以及感知价值对顾客满意具有正向的显著影响,顾客满意对品牌忠诚具有正向的显著影响,而顾客满意对品牌形象、品牌意识和品牌联想均没有显著影响;最后根据中中结果提出了相应的天天对策。

Based on domestic and foreign research on brand asset, this paper proposes 6 dimensions of brand asset which consist of perceived quality, perceived value, brand awareness, brand association, brand image and brand loyalty; then it constructs the structural equation model of the relationship among customer satisfaction and the 6 dimensions of brand asset, and uses data of air conditioning to validate the model constructed. The research turns out that： perceived quality and perceived value have positive significant effect on customer satisfaction： customer satisfaction has positive significant effect on brand loyalty; Customer satisfaction has no significant impact on brand awareness, brand association and brand image. Finally, according the result of research, the paper proposes suggestion on management.