品牌敏感:消费者品牌行为研究的一个新课题

品牌在消费者购买决策过程中所占据的地位反映了消费者对品牌的敏感程度。品牌敏感与品牌权益既有差别,也有联系。本文通过模型构建阐明了品牌敏感的概念并提出其解释因素,实地调查和假设验证留待下一步研究。

A New Sight into Consumer Behavior toward Brand

Brand sensitivity describes the importance attached byconsumers to brand during their purchase decision process. This conceptis distinct from brand loyalty despite their close relationship. In this article,conceptual models are proposed to illustrate the meaning of brandsensitivity and possible explicative factors. Consumer survey andhypotheses test are left for further study.