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品牌质量差异、消费者产品涉入程度对品牌敏感的影响研究
引用本文:郭晓凌.品牌质量差异、消费者产品涉入程度对品牌敏感的影响研究[J].南开管理评论,2007,10(3):13-18.
作者姓名:郭晓凌
作者单位:对外经济贸易大学国际商学院
摘    要:品牌敏感是消费者品牌行为研究方面的一个新课题,它反映了消费者在购买决策过程中对品牌的重视程度.同一产品类别不同品牌之间的质量差异和消费者的产品涉入程度被认为是品牌敏感的两类主要解释变量.本文利用结构方程模型进行的实证分析表明,品牌质量差异和消费者产品涉入程度总体上对品牌敏感起正向影响作用,但该作用因产品类别而异,因产品质量和产品涉入程度的维度而异.

关 键 词:品牌敏感  品牌质量差异  消费者产品涉入  结构方程模型  品牌敏感  质量差异  消费者品牌  产品质量  涉入程度  影响  行为研究  Sensitivity  Brand  Involvement  Product  Consumer  Differences  Quality  Influences  作用  分析表  方程模型  利用结构  解释变量

Research on Influences of Brand Quality Differences and Consumer Product Involvement upon Brand Sensitivity
Guo Xiaoling.Research on Influences of Brand Quality Differences and Consumer Product Involvement upon Brand Sensitivity[J].Nankai Business Review,2007,10(3):13-18.
Authors:Guo Xiaoling
Institution:Guo Xiaoling
Abstract:As a new issue in consumer attitudes towards brand, brand sensitivity describes the importance attached by consumers to brand during their purchase decision process. The quality dif-ferences of competing brands within the same product category, as well as consumer product involvement, are major explicative vari-ables of brand sensitivity. In using structural equation model, this article tests these relationships. The main result is that perceived differences among brands and product involvement generally have a positive influence upon brand sensitivity, but the influence varies according to the product category and the dimensions of brand qual-ity and product involvement.
Keywords:Brand Sensitivity  Brand Quality Differences  Con-sumer Product Involvement  Structural Equation Model
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