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论文编号：	1613
作者编号：	031810
上传时间：	2010/5/20 15:44:28
中文题目：	品牌形象和品牌关系之间关系及其对消费者反应的影响的理论和实证研究
英文题目：	Brand image, Brand relationship, Brand premium, Brand extension
指导老师：	范秀成
中文关键字：	品牌形象 品牌关系 品牌溢价 品牌延伸
英文关键字：	Brand image, Brand relationship, Brand premium, Brand extension
中文摘要：	在竞争日益加剧的今天，品牌竞争已经成为竞争的主要形式，强势的品牌能够为企业带来巨大的经济利益、管理利益和战略利益。因此，研究什么因素促成了品牌的成功以及如何塑造强势品牌具有重要的现实意义。在品牌研究领域内，许多学者认为品牌形象是品牌制胜的关键因素。随着研究的深入，有些学者提出了品牌关系理论，认为品牌应该同消费者建立良好的关系。然而，深入探讨品牌形象和品牌关系之间关系及其对消费者反应的影响方面的理论和实证研究都非常缺乏，因此有必要对该问题进行研究。 为了解决上述问题，本研究在回顾相关理论和模型的基础上，将品牌形象划分为功能性、社会性和感官性形象三个维度，将品牌关系划分为情感性关系和功利性关系，对二者之间的联系及其对消费者反应的影响进行了探讨，并建立了相关假设。本研究通过问卷调查的方法，共收集了243份问卷，采用软件SPSS11.5和LISREL8.70对数据进行了统计分析，得出以下一些主要结论：功能性形象、社会性形象和感官性形象都能帮助建立良好的品牌关系，其中功能性品牌形象比其它品牌形象更容易帮助建立情感性品牌关系，感官性形象则营销潜力巨大；品牌形象与功利性品牌关系不相关；情感性品牌关系对于品牌延伸和品牌溢价的接受都有着显著的正向影响，而功利性品牌关系则对品牌溢价的接受有着显著的负向影响；与其它品牌形象维度相比，功能性品牌形象能够不通过情感联结而直接对品牌延伸的接受产生正向影响，它对于品牌延伸的接受的作用也最大；与其它品牌形象维度相比，社会性品牌形象能够不通过情感联结而直接对品牌溢价产生正向影响，它对于品牌溢价的接受的作用也最大。 本研究主要可能有以下一些创新：对品牌形象、品牌关系重新进行了界定，对其维度和类型进行了划分，并对品牌关系类型量表设计做了一些尝试和努力；对品牌形象、品牌关系和消费者反应之间的关联性进行了深入探讨；对品牌形象、品牌关系和消费者反应三者之间的联系进行了实证研究。
英文摘要：	With the increased competition in commercial world, the competition in terms of brands has become dominant forms, as strong brands are capable of leading to fantastic benefits, including economic benefits, managerial benefits and strategic benefits. Therefore, it is meaningful to figure out the elements which cause brands’ successes. Actually, many researchers have been focusing on the effect of brand image. However, some scholars proposed the brand relationship theory in recent years and believed that brands should build good relationship with their consumers. Nevertheless, there are few studies on the relationship between brand image and brand relationship and their influences upon consumer response, especially lacking empirical investigation. In order to fill this gap, the thesis divided brand image into functional image, social image and sensory image, classified brand relationship into emotional relationship and utilitarian relationship and examined their influences on consumer response. The thesis implemented a questionnaire survey and 243 questionnaires were collected. With the help of SPSS 11.5 and LISREL8.70, the data of the questionnaires were analyzed and some conclusions were founded as follow. Firstly, brand image positively affects emotional brand relationship. Hereinto, functional image has the greatest effect on emotional brand relationship. On the other hand, sensory image has powerful potential on emotional brand relationship. Secondly, brand image has nothing to do with utilitarian brand relationship. Thirdly, emotional brand relationship positively affects consumer response while utilitarian relationship functions negatively. Finally, functional image can affect the acceptance of brand extension directly and has the greatest influences upon it than social image and sensory image do. On the other hand, social image can affect the acceptance of brand premium directly and has the greatest power on it than functional image and sensory image do. The thesis may have some innovations as follow. Firstly, brand image and brand relationship were redefined and redivided. Moreover, the brand relationship scale in this thesis was redesigned. Secondly, the relationship between brand image, brand relationship and consumer response was examined, which is inadequate in former theories. Finally, this thesis employed an empirical research to test some propositions
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