运动鞋品牌形象对感知-满意-忠诚关系的影响研究  

The Effects of Sports Shoes' Brand Image on Perception-Satisfaction-Loyalty

作　　者：秦辉[1] 邱宏亮[2,3] 吴礼助[1] 

机构地区：[1]浙江工业大学经贸管理学院,杭州310023 [2]中国旅游研究院旅游标准化研究基地 [3]浙江旅游职业学院工商管理系,杭州311231

出　　处：《管理评论》2011年第8期93-102,共10页Management Review

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。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 hnage affecting relati6nship among quality, value, satisfaction and loyalty is constructed; The model is tested by empirical researeh. Empirical results indicate that （1） brand personality has no significant effect on quality, value, satisfaction or loyahy; （2） product appearance has no significant effect on quality or value, whereas it has significant effect on satisfaetion and loyalty; （3） product function and corporate image have direct effect on quality; （4） product function has direct and indirect effect on value and satisfaction, and it has indirect effect on loyalty; （5） corporate hnage has direct and indirect effect on value, satisfaction and loyalty.

关 键 词：品牌形象 感知质量 感知价值 顾客满意 品牌忠诚 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济]