关辉,董大海

• 1:大连理工大学
• 2:大连理工大学 辽宁大连116023
• 3:辽宁大连116023

摘要(Abstract)：

本文认为,品牌形象影响并决定着人们的购买和消费行为,独特的品牌形象可以帮助企业确立品牌定位,阻止品牌竞争,改善品牌的市场表现。品牌形象由品牌表现、品牌个性、公司形象三个维度构成,三者不存在层级关系。其中,品牌表现是影响消费者行为倾向的主要因素;品牌个性影响消费者行为倾向,但影响程度较弱;公司形象通过品牌表现和品牌个性间接影响消费者行为倾向,对消费者行为倾向无显著影响。文章提出,企业可以通过三种品牌形象进行品牌定位,即品牌功能属性定位、品牌个性定位、公司形象定位,品牌形象管理即企业进行品牌定位的过程。对于中国企业来讲,品牌个性和公司形象的定位更值得关注。开发独特的品牌形象,建立吸引人的差异化的品牌形象的品牌战略,加强企业品牌形象的推广,是提高顾客忠诚度的根本途径。

关键词(KeyWords)： 品牌形象;品牌表现;品牌个性;公司形象;消费者行为倾向

Abstract:

Keywords:

基金项目(Foundation): 辽宁省社科规划基金项目《辽宁省商业网站品牌资产测量模型与对策研究》(项目编号:L06DJY038)的研究成果之一。

作者(Author): 关辉,董大海

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