中国消费者对韩国汽车商标感知的实证分析  

Case-study of Cognitive Elements to Korean Automobiles Brand for Chinese

作　　者：许健[1] 徐佳[2] 

机构地区：[1]合肥学院管理系,合肥230601 [2]合肥学院外事处,合肥230022

出　　处：《合肥学院学报（社会科学版）》2009年第2期78-81,共4页Journal of Hefei University:Social Sciences

基　　金：合肥学院人文社会科学类科研发展基金项目(08ky030RW)资助

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、大宇公司为主要对象;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。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 made in Beijing, Shanghai and Nanjing. Data is got through survey, and the assumption is case-studied by multiple regression analysis.

关 键 词：韩国汽车 商标感知 实证 

分 类 号：F224.0[经济管理—国民经济] F274