品牌形象与品牌忠诚——基于笔记本电脑行业的实证研究

Brand Image and Brand Loyalty——An Empirical Study on Laptop Industry

提出了笔记本电脑品牌形象6维度测量模型,包括:产品价格、产品功能、产品外观、市场表现、公司形象、品牌个性。在此基础上建立了品牌形象各维度对品牌忠诚的影响机制模型。数据研究表明:①笔记本电脑品牌形象量表具有较好的信效度;②产品外观对价值、满意度和忠诚度均没有显著影响;③产品价格、产品功能、公司形象直接影响价值;④产品功能和公司形象直接影响满意度;⑤产品价格间接影响顾客满意度,通过价值而实现;⑥市场表现和品牌个性直接影响忠诚度;⑦产品价格、产品功能、公司形象间接影响忠诚度,通过满意度而实现。

The six-dimension measurement model of laptop brand image is proposed, product price, product function, product appearance, marketing performance, corporate image and brand personality. The structural model of each dimension of brand image that affecting loyalty is constructed. Empirical results indicate that. ①the measurement model of brand image has acceptable levels of validity and reliability; ②product appearance has no significant effect on value, satisfaction or loyalty; ③product price, product function, and corporate image have direct effect on value; ④product function and corporate image have direct effect on satisfaction; ⑤product price indirectly affects satisfaction with the intermediary function of value; ⑥marketing performance and brand personality have direct effect on loyalty;⑦product price, product function, and corporate image indirectly affect loyalty with the intermediary function of satisfaction.