| 运动鞋品牌形象对感知-满意-忠诚关系的影响研究 |
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| 引用本文： | 秦辉,邱宏亮,吴礼助. 运动鞋品牌形象对感知-满意-忠诚关系的影响研究[J]. 管理评论, 2011, 0(8) |
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| 作者姓名： | 秦辉 邱宏亮 吴礼助 |
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| 作者单位： | 浙江工业大学经贸管理学院;中国旅游研究院旅游标准化研究基地;浙江旅游职业学院工商管理系; |
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| 摘 要： | 本文采用文献回顾和定性研究相结合的方法,提出了运动鞋品牌形象4维度测量模型,它包括:产品功能、产品外观、公司形象、品牌个性;并以此建立了品牌形象各维度对感知-满意-忠诚关系的影响机制模型;对该模型进行了实证检验。数据研究表明:品牌个性对质量、价值、满意和忠诚均没有显著影响;产品外观对质量和价值没有显著影响,而其对满意和忠诚有显著影响;产品功能和公司形象直接影响质量;产品功能对价值、满意均有直接和间接影响,而其对忠诚有间接影响;公司形象对价值、满意和忠诚均有直接和间接影响。
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| 关 键 词： | 品牌形象 感知质量 感知价值 顾客满意 品牌忠诚 |
The Effects of Sports Shoes' Brand Image on Perception-Satisfaction-Loyalty |
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| Qin Hui,Qiu Hongliang , Wu Lizhu. The Effects of Sports Shoes' Brand Image on Perception-Satisfaction-Loyalty[J]. Management Review, 2011, 0(8) |
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| Authors: | Qin Hui Qiu Hongliang Wu Lizhu |
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| Affiliation: | Qin Hui1,Qiu Hongliang2 and Wu Lizhu1 (1.School of Business Administration,Zhejiang University of Technology,Hangzhou 310023,2.Research Base of Tourism Standardization,China Tourism Academy,Department of Business Administration,Tourism College of Zhejiang China,Hangzhou 311231) |
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| Abstract: | Based on the literature review and qualitative research,the four-dimension measurement model of sports shoes' brand image is proposed: product function,product appearance,corporate image and brand personality.The structural model of each dimension of brand Image affecting relationship among quality,value,satisfaction and loyalty is constructed;The model is tested by empirical research.Empirical results indicate that(1) brand personality has no significant effect on quality,value,satisfaction or loyalty;(2) ... |
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| Keywords: | brand image perceived quality perceived value customer satisfaction brand loyalty |
| 本文献已被 CNKI 等数据库收录！ |
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