| 国内消费者对本国品牌个性认知的实证研究 |
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| 引用本文： | 徐长庚,余可发. 国内消费者对本国品牌个性认知的实证研究[J]. 宜春学院学报, 2006, 28(5): 73-76,136 |
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| 作者姓名： | 徐长庚 余可发 |
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| 作者单位： | 1. 武汉大学经济与管理学院,湖北,武汉,430072
2. 江西财经大学工商管理学院,江西,南昌,330013 |
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| 摘 要： | 品牌个性作为品牌形象的核心,决定了消费者与品牌之间的关系。鲜明的品牌个性能给消费者带来额外的感知价值。本文首先对品牌个性内涵、品牌个性的维度和品牌个性的消费者感知价值进行分析,说明品牌个性的重要性。然后通过理论假设、调查及假设验证,证实了国内消费者的需求层次越来越高,消费观念越来越成熟,本国品牌的个性不鲜明,不能满足消费者的精神层面的需求。但也有例外,海尔的成功为我们提供了模式参考。
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| 关 键 词： | 品牌个性 感知价值 消费者认知 |
| 文章编号： | 1671-380X（2006）05-0073-04 |
| 收稿时间： | 2006-09-01 |
| 修稿时间： | 2006-09-01 |
The empirical study on domestic consumers''''s recognization on brand personality |
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| XU Chang-geng,YU Ke-fa. The empirical study on domestic consumers''''s recognization on brand personality[J]. Journal of Yichun University, 2006, 28(5): 73-76,136 |
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| Authors: | XU Chang-geng YU Ke-fa |
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| Affiliation: | School of economy and management of Wu Han University, Wu Han 430072, China ; School of business management of Jiangxi University of Finance and Economics, Nan Chang 330013, China |
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| Abstract: | As the core of brand image,brand personality decides the relation of customer and brand.Conspicuous could give customer extra value of feel.This article begins with the analysis of the contents,extra value of customer's feel of brand personality,which states importance of brand personality.Then by the means of theoretical supposing,investigations and check of theoretical supposing,it proves that the higher level of demand the customer poses,the more mature of consuming conception,moreover the less conspicuous the brand personality is,the more difficult to meet the spiritual needs.However,the case of HAIER is an exception which offers us a new model for reference. |
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| Keywords: | brand personality value of feel customer recognization |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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