新产品品牌名称对消费者购买决策的影响——品牌联想的中介效应

Influence of Brand Name of New Product on Consumer Purchase Decision

本文以品牌资产理论为基础,基于对品牌名称的内涵及消费者购买决策行为的分析,并聚焦新产品营销情境构建了新产品品牌名称、品牌联想与消费者购买决策之间的关系模型,探讨了新产品品牌名称对消费者购买决策的影响机制。通过网络问卷调查法收集市场调研数据进行实证分析表明:新产品品牌名称既对消费者购买决策具有直接的显著正向影响,又通过品牌联想的中介作用间接影响消费者购买决策,其中品牌联想对消费者购买决策的影响大于品牌名称对消费者购买决策的影响。基于研究结果,本文对于企业实施新产品品牌命名及有效开展新产品营销活动提出了对策建议。

Based on the theory of brand equity and the analysis of the connotation of brand name and consumers'purchase decision-making behavior,and focusing on the new product marketing situation,this paper constructs the relationship model among brand name,brand association and consumers'purchase decision-making,and discusses the influence mechanism of brand name of new product on consumer purchase decision-making.The empirical analysis of market research data collected by online questionnaire shows that brand names of new products not only has a direct and significant positive impact on consumer purchase decision,but also indirectly affects consumer purchase decision through the mediating effect of brand association.Among them,the impact of brand association on consumer purchase decision is greater than that of brand name on consumer purchase decision.Based on the research results,this paper puts forward countermeasures and suggestions for enterprises to implement new product brand naming and effectively carry out new product marketing activities.