家庭中的品牌信息对品牌溢价的影响研究

Research on the Information from the Family Influence on Brand Premium

研究了家庭对年轻消费者品牌评价的影响机制。不同于以往研究侧重于家庭对消费者购买行为的影响,而则从年轻消费者在家庭中所获得的各种信息为出发点来考察家庭对品牌溢价的影响。通过实证分析表明年轻消费者从家庭获取的信息可以通过影响消费者的品牌联想和品牌质量感知而最终影响品牌溢价。文章最后指出了该研究的实践意义、局限性和未来可能的研究方向。

This paper studies about the mechanism of family influence on young adult’s brand evaluation. Previous research focused on family influence on the customers’ purchasing behavior,but this paper investigates family influence on brand premium based on information from the family. Empirical analysis shows that information from family first influences young adult consumers’ brand association and brand quality perception,which ultimately affect the brand premium. Finally,the article points out practical significance,limitations and possible future research directions.