公司品牌与产品品牌对购买意向影响的实证研究

以在校学生为研究对象,通过实验研究方法,实证了公司品牌及产品品牌对购买意向均具有显著的正向影响关系,并且,公司品牌比产品品牌对购买意向的正向影响更为显著.进一步实验表明,在产品品牌强度相同的条件下,被试对具有较强公司品牌的购买意向更为显著.研究结果说明,在中国市场,顾客的购买决策主要依赖"从公司到产品"的思维模式.研究结论弥补了现有品牌理论对购买意向实证研究的缺乏,为企业选择公司品牌与产品品牌的创建顺序提供了理论支持.

An Empirical Study: Effects of Corporate Brand and Its Product Brand on Purchase Intention

In the long-term branding strategy,creating sequence between corporate brand and product brand is a dilemma due to limited resources.Previous researches documented perceptions of a company can influence product evaluation and purchase intent,but how and to what extent they will have remained unanswered.The significant effects of corporate brand and product brand on purchase intention in experiments were tested empirically.Additionally,under more powerful corporate brand,the study further distinguished more ...