品牌敏感因素对消费者品牌忠诚影响研究--基于本土护肤品市场的实证检验  

A Study of Brand Sensitivity Influence Factors to the Consumer Brand Royalty for the Skin Care Products Market

作　　者：姚杰[1,2] 程红 

机构地区：[1]南京财经大学营销与物流管理学院,南京210046 [2]南京大学工商管理,南京210046 [3]美国弗吉尼亚联合大学传播学院,弗吉尼亚229031

出　　处：《南京社会科学》2013年第12期36-41,共6页Nanjing Journal of Social Sciences

基　　金：国家社科基金重点课题“提升本土品牌核心竞争力研究”(10AJY011)的阶段性成果

摘　　要：品牌敏感反映了消费者在购买决策过程中对品牌的重视程度,是形成消费者品牌忠诚的前提与基础。本文针对品牌敏感成因及其对品牌敏感和品牌忠诚的影响关系进行了探讨,并以国内护肤品市场消费者品牌敏感问题进行实证检验。通过结构方程的分析验证表明,在护肤品类市场中,品牌敏感各因素的影响程度存在差异;品牌敏感越强,品牌忠诚度越高;顾客感知质量和品牌个性间接影响品牌忠诚。This paper aims to examine the Chinese customers＇ brand sensitivity in the skin care products market. We choose the brand sensitivity of Chinese customers as the central concept in this paper and examine its causes and its relationship with brand loyalty. The empirical analysis shows： Perceived Quality, Brand Personality and Face, have a positive effect on customers＇ brand sensitivi- ty; Customers＇ brand sensitivity has a positive effect on brand loyalty; perceived quality and brand personality have an indirect positive effect on customers＇ brand loyalty.

关 键 词：品牌敏感 品牌忠诚 影响因素 护肤品市场 

分 类 号：F273.2[经济管理—企业管理]