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论文编号：	135
作者编号：	2120051904
上传时间：	2007/6/25 9:22:03
中文题目：	品牌象征性形象和功能性形象对消
英文题目：	The Study on the Effect of Bra
指导老师：	李东进
中文关键字：	品牌功能性形象;品牌象征性形象;
英文关键字：	brand symbolic image;brand fun
中文摘要：	经济全球化的发展，国际贸易的繁荣改变了消费者的消费环境。在一国市场上，来自不同国家的相互竞争。消费者对这些产品的评价受到其来源国的影响。在这一问题上，以往的研究主要从国家形象是否及如何影响产品评价展开。本文也以来自不同国家的产品为研究对象，研究的角度是品牌象征性形象和功能性形象对消费者购买意向的影响程度。本文以来自美国、德国、日本、韩国的汽车、手机及服装为研究对象，采用定性与定量分析相结合的研究方法。本文通过问卷调查收集第一手资料，得到数据后通过描述性统计、方差分析及回归分析来展开研究。 根据分析，本文得出结论认为：品牌来源国不同，品牌功能性形象和象征性形象对消费者购买意向的影响程度是不同的。对美国、德国、韩国的品牌而言，象征性形象的影响大于功能性形象的影响；而对日本品牌而言，功能性形象的影响大于象征性形象的影响。产品类型不同，品牌功能性形象和象征性形象对消费者购买意向的影响程度是不同的。对轿车及服装而言，整体上是象征性形象的影响大于功能性形象的影响；对手机产品而言整体上是功能性形象的影响大于象征性形象的影响。
英文摘要：	Due to the development of global economics and the flourish of international trade, the consumer environment has changed. In one country’s market, products from different countries compete with each other. Consumer’s evaluation of the products is affected by the country of origin of the products. For this issue, former studies are mainly focused on the question that if the country image affect the products’evaluation and how to affect it. This study’s objects are also products from different countries. This study intends to research the extent to witch consumer’s purchase intention is affected by brand symbolic image and brand functional image. This study’s objects are cars, mobile phones and clothes from America, Germany, Japan and Korea. Using Quantitative Research and Qualitative Research, firstly we got first-hand datum through questionnaire research and then conducted statistics research, ANOVE research and regression research to analyze the datum. According to the research, it is concluded that: The extent to witch consumer’s purchase intention is affected by brand symbolic image and brand functional image is different due to the country of origin. For America, Germany and Korea brands, consumer’s purchase intention is affected more by brand symbolic image while for Japan brands consumer’s purchase intention is affected more by brand functional image. The extent to witch consumer’s purchase intention is affected by brand symbolic image and brand functional image is different due to the product type. Wholly speaking, for cars and clothes, consumer’s purchase intention is affected more by brand symbolic image while for mobile phones; consumer’s purchase intention is affected more by brand functional image.
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