基于综合视角的品牌形象维度结构研究被引量：12

An Empirical Study on Brand Image Model Based on the Perspective of Comprehensive Analysis

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摘要品牌形象是基于消费者视角的品牌认知、印象、态度、联想与评价的总和。综合消费者行为学、认知心理学及传播学等视角的研究,提出品牌形象矩阵式的解构路径,采用混合物受试法,以具代表性与高普及性的9个行业30个产品类别总计696个样本为基础,对品牌形象感知结构模型进行实证研究。探索性因子分析(EFA)的结果表明,品牌形象可解构成由产品形象、使用者形象、企业形象、服务形象以及视觉外观形象组成的五因子结构模型,验证性因子分析(CFA)的结果则很好地证实了五因子模型的一致性。 Brand image is the consumer＇s perception about a certain brand,including brand cognition,impression,attitude,association,appraisal,etc.,which exist in the consumer＇s mind.Until now,the concept of brand image still lacks a unified structural model.Synthesizing all the studies from the perspectives of consumer behavior,cognition psychology and communication,this paper proposes a matrix brand image model.Based on 696 samples from 30 products in 9 industries,it conducts an empirical study on the brand image model.The result of exploring factor analysis indicates that the brand image structural model is formed by five dimensions,including product image,user image,corporate image,service image,as well as visual appearance image,which is confirmed by the result of confirmatory factor analysis.

作者龙成志

机构地区广东金融学院

出处《广东商学院学报》 CSSCI 北大核心 2013年第3期4-12,共9页 Journal of Guangdong University of Business Studies

基金广东省哲学社会科学"十二五"规划项目(GD12CGL06) 广东金融学院引进人才科研启动项目(2012RCYJ007)

关键词品牌形象品牌感知探索性因子分析验证性因子分析 brand image brand perception exploring factor analysis confirmatory factor analysis

分类号 F273.2 [经济管理—企业管理] F224 [经济管理—国民经济]

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