摘要
在系统梳理国内外相关文献的基础上,以信任为媒介构建了品牌形象对购买意愿影响模型,并对模型进行验证。结果发现:零售商品牌形象对自有品牌信任和自有品牌购买意愿均有显著正向影响;自有品牌信任在零售商品牌形象与自有品牌购买意愿之间发挥了完全中介作用。
This paper built a model which regard trust as a intermediary between the brand image and the purchase intention, then verificated the model through a statistical analysis method and found that the brand image does have a significant positive impact on the brand trust and purchase intention while the private brands trust works as completely intermediary between the brand image and purchase intention.
出处
《软科学》
CSSCI
北大核心
2014年第9期105-108,113,共5页
Soft Science
关键词
自有品牌
中介作用
自有品牌形象
购买意愿
private brand
intermediary
private brand image
purchase intention
