消费品品牌形象的绩效路径研究

发布时间：2018-05-02 02:53

本文选题：品牌形象 + 品牌关系　；参考：《华南理工大学》2009年博士论文

【摘要】：品牌形象与营销实践联系紧密而备受关注。品牌形象是消费者头脑中所持有的关于特定品牌的认知、联想、评价的总和,是研究消费者行为和品牌资产的基础性概念。虽然品牌形象与品牌的概念近乎在同一时间提出,但是关于品牌形象的研究依然存在理论上的研究机会。1.品牌形象概念一直以来并不稳定,导致缺乏稳定一致的结构模型。由于研究视角的不同,研究学者们给出的概念定义各不相同,并没有达成一致。国内外研究学者虽然提出过众多模型,但基本上属于精神模型,没有实证基础,且不同程度上存在结构不完备的问题。2.综合性研究视角的研究需要进一步推进。一方面需要整合认知心理、消费者行为、品牌传播等不同视角的研究成果,另一方面需要整合品牌关系、品牌知识以及品牌绩效(品牌资产)领域的研究成果。目前,整合而全面的研究较为缺乏。3.品牌形象对品牌绩效(品牌资产)的驱动路径的研究较为欠缺。目前,国内外关于品牌关系、品牌形象(均被视为品牌资产的来源)对于品牌绩效的作用路径的研究报道极少。当然,在实践上,同样存在急迫的研究需求。1.正值“大国崛起”的年代,品牌的强大必不可少,而基于本土环境的品牌形象管理工具同样不可少。2.国内外消费者对品牌形象的感知结构存在差异,但差异点究竟在哪里,还没有研究报道。3.中外品牌差距明显,具体体现在消费者的认知差异上,即品牌形象上。研究适合中国国情的品牌形象结构及绩效贡献路径将有助于找出国内品牌差距,探索发展路径。为解决上述品牌形象研究存在的问题和满足实践需要,本研究综合了不同视角的研究成果、不同结构的品牌形象模型以及品牌关系和消费者行为模型的研究成果,从建构综合视角的品牌形象结构模型开始,逐步探索品牌关系对消费者品牌形象感知,品牌形象感知对于消费者行为的作用路径(消费者行为将体现为品牌绩效),从而搭建了一条清晰的品牌形象绩效贡献的路径模型:品牌关系→品牌形象→品牌绩效。在品牌形象过往研究及品牌关系等领域的研究成果基础上,本研究达成了两个基本目标:建构并实证了基于中国品牌消费者样本的品牌形象结构模型,完成了中国本土化的品牌形象感知结构的解剖;建构并实证了品牌关系-品牌形象-品牌绩效的综合路径模型,厘清了品牌形对品牌绩效的作用路径象以及品牌形象的建构途径(通过良好的品牌关系来建立)。由于品牌研究的热点转移快,品牌形象的研究在热点轮换中并没有形成稳定一致的概念和结构模型,但品牌形象作为消费者行为、品牌资产以及品牌战略等研究的基础性地位却没有改变。现实上来看,基于本土文化及经济环境的实证解构显得尤其必要。本研究对几十年的品牌形象理论研究进行了全景式扫描回顾,分析了消费者行为、认知心理、品牌传播以及品牌资产视角的研究特点、成果贡献和局限,对迄今为止的品牌形象结构模型进行了综合比较分析。基于此,本研究从综合性视角上将品牌形象感知的解构路径分成感知内容要素与感知层次性属性两个方向,在此基础上提出综合视角的品牌形象结构模型假设。依照严格的实证路径,基于中国消费品行业13子行业30个品类679个样本数据,进行探索性因子分析和验证性因子分析。结果显示,品牌形象可以解构成产品形象、服务形象、使用者形象、企业形象与视觉形象等五维结构模型,其完备性、稳定性、一致性均获得实证支持。品牌关系、品牌形象均被视为品牌绩效或品牌资产的驱动力量,但迄今为止尚没有研究报道清晰界定两者对于品牌绩效的驱动路径和作用关系。本研究在“品牌关系影响消费者品牌感知(品牌形象),品牌感知决定消费行为(品牌绩效)”路径梳理的基础上,从传统的消费者决策模型的简化开始,一步一步建构起品牌绩效综合作用路径模型,路径模型得到来自北京、上海、广州等全国各地679个消费品样本的实证支持。结果表明,品牌形象是品牌绩效的直接驱动力量,品牌关系对于品牌绩效的作用和贡献需要品牌形象这一中介变量才能实现,也即品牌关系是品牌形象提升的直接途径。当然,不同的品牌关系状态以及不同维度的品牌形象因子对于绩效的贡献路径存在显著性差异。本研究开发了综合视角的、一致性的结构模型,并基于中国消费情境进行了严格实证,对品牌绩效乃至品牌资产的形成路径进行了探索,研究成果对于品牌形象及品牌资产的进一步研究,对于中国消费文化下的消费者行为理论探索,对于品牌管理诊断工具的开发具有重要的理论参考价值和实践意义。
[Abstract]:Brand image is closely related to marketing practice. Brand image is the cognition, association and evaluation of specific brands held in the mind of the consumer. It is the basic concept to study consumer behavior and brand assets. Although the concept of brand image and brand is almost at the same time, but about brand image There is still a theoretical research opportunity, the concept of.1. brand image has always been unstable, resulting in the lack of a stable and consistent structure model. Because of the different research perspectives, the concepts and definitions given by the researchers are different and have not reached agreement. Although many models have been put forward by researchers at home and abroad, they are basically the same. On the one hand, we need to integrate the research results of different perspectives such as cognitive psychology, consumer behavior, brand communication and so on. On the other hand, we need to integrate brand relationship, brand knowledge and brand performance (product performance), on the one hand,.2. needs to integrate brand relationship, brand knowledge and brand performance. Research results in the field of brand assets. At present, the research of integrated and comprehensive research lacks the research on the driving path of brand performance (brand equity) by the.3. brand image. At present, there are few research reports on brand relationship and brand image (all considered as the source of brand assets) on the role path of brand performance at present. In practice, there is also an urgent demand for research,.1., when "the rise of a big country", the strong brand is essential, and the brand image management tool based on the local environment can not be less than the difference between the domestic and foreign consumers' perception structure of the brand image of.2., but where the difference is, there has not been a study of the reports of.3. and foreign countries. The brand gap is obvious, which is embodied in the cognitive differences of consumers, that is, brand image. The study of brand image structure and performance contribution path suitable for China's national conditions will help to find the domestic brand gap and explore the path of development.
In order to solve the problems existing in the study of the above brand image and meet the needs of practice, the research results of different perspectives, brand image model of different structures, brand relationship and consumer behavior model are studied, and the brand relationship is gradually explored to consumers from the construction of the brand image structure model in a comprehensive perspective. The impact of brand image perception and brand image perception on consumer behavior (consumer behavior will be embodied as brand performance), thus building a clear path model for brand image performance contribution: brand relationship, brand image, brand performance. Research results based on brand image past research and brand relationship. On the basis of this, two basic goals are achieved: the construction and demonstration of brand image structure model based on Chinese brand consumer samples, complete the anatomy of Chinese localization of brand image perception structure, construct and empirical model of brand relationship, brand image and brand performance, and clarify brand shape to brand performance. The path of action and the way to build brand image (established through good brand relationship).
The brand image research has not formed a stable and consistent concept and structural model in hot rotation, but the basic status of brand image as a consumer behavior, brand asset and brand strategy has not changed. In reality, an empirical solution based on local culture and economic environment. This study is particularly necessary. This study reviews the research on brand image theory for decades, analyzes the characteristics of consumer behavior, cognitive psychology, brand communication and brand equity perspective, achievements and limitations, and makes a comprehensive comparison and analysis of the brand image structure model so far. From a comprehensive perspective, the deconstruction path of brand image perception is divided into two directions of perceived content elements and perceived hierarchical attributes. On this basis, a comprehensive perspective of brand image structure model hypothesis is proposed. According to the strict empirical path, 679 sample data of 30 categories in the 13 sub industry of Chinese consumer goods industry are explored. Factor analysis and confirmatory factor analysis. The results show that the brand image can solve the five dimensional structure model, such as product image, service image, user image, enterprise image and visual image, and its completeness, stability and consistency are all positive support.
Brand relationship, brand image is regarded as the driving force of brand performance or brand equity, but so far no research reports clearly define the driving path and role of brand performance. In this study, "brand relationship affects consumer brand perception (brand image), brand perception determines consumer behavior (brand performance)." On the basis of the path, starting from the simplification of the traditional consumer decision-making model, the path model is constructed step by step, and the path model is supported by the empirical support of 679 consumer goods samples from Beijing, Shanghai and Guangzhou. The result shows that brand image is the direct driving force of brand performance and brand relationship. The role and contribution of the Department to brand performance need the brand image as an intermediary variable, that is, brand relationship is the direct way for the promotion of brand image. Of course, there are significant differences in the contribution path of different brand relationship status and different dimensions of brand image factors to performance.
This research has developed a comprehensive perspective, consistent structure model, and based on the Chinese consumption situation to carry out a strict Empirical Study on the brand performance and the formation of brand assets, further research on brand image and brand assets, and explore the theory of consumer behavior under Chinese consumer culture. The development of brand management diagnostic tools has important theoretical and practical significance.

【学位授予单位】：华南理工大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】