| 中国消费者对韩国汽车商标感知的实证分析 |
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| 引用本文： | 许健,徐佳.中国消费者对韩国汽车商标感知的实证分析[J].合肥学院学报(社会科学版),2009,26(2):78-81. |
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| 作者姓名： | 许健 徐佳 |
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| 作者单位： | 1. 合肥学院,管理系,合肥,230601
2. 合肥学院,外事处,合肥,230022 |
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| 基金项目： | 合肥学院人文社会科学类科研发展基金 |
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| 摘 要： | 运用商标形象的相关理论对中国消费者关于韩国汽车商标形象的形成要素进行考察,将质量、费用和促进活动作为自变量,商标形象作为因变量,研究自变量与因变量之间的关系.事例研究以现代、起亚、大字公司为主要对象;实证部分以中国北京、上海、南京三地为调查基地,对普通消费者进行问卷调查;数据分析利用多元回归分析的方法.
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| 关 键 词： | 韩国汽车 商标感知 实证 |
Case-study of Cognitive Elements to Korean Automobiles Brand for Chinese |
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| XU Jian,XU Jia.Case-study of Cognitive Elements to Korean Automobiles Brand for Chinese[J].Journal of Hefei University:Social Sciences,2009,26(2):78-81. |
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| Authors: | XU Jian XU Jia |
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| Institution: | a.Dept.of Management;Hefei 230601;b.Dept.of Foreign Affairs;Hefei University;Hefei 230022;China |
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| Abstract: | The paper studies on the elements of brand-image for customers of China to Korean automobiles,which are composed of the theories,examples and case-studies.According to the theories of brandimage,and based on the theoretical foundation,the paper researches on the relationship between independent and the dependent variables,with quality,cost,promotion activities as independent variables and brandimage as the dependent variable.Case-studies are made on Hyundai,Kia,Daewoo Corporations,and the investigation is m... |
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| Keywords: | Korean automobiles cognitive elements of brand case-study |
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