品牌声望对消费者满意度的影响  

The Effects of Brand Prestige on Consumer Satisfaction

作　　者：王广富 彭泗清[1] 符国群[1] Wang Guangfu;Peng Siqing;Fu Guoqun(Guanghua School of Management,Peking University)

机构地区：[1]北京大学光华管理学院市场营销系 [2]中国神华能源股份有限公司

出　　处：《营销科学学报（辑刊）》2007年第2期20-30,共11页Journal of Marketing Science

基　　金：国家自然科学基金项目(70572021)资助。

摘　　要：基于品牌声望的消费者购物行为普遍存在,但是现有文献中既缺乏测量品牌声望的有效工具,也缺乏研究消费者声望购物行为的系统理论框架。本文把声望购物行为研究与消费者满意度研究结合起来,首先明确定义了品牌声望概念,并发展出一个兼具信度和效度的品牌声望测量量表。然后在“感知价值一满意”模型的基础上,提出了声望产品消费者满意度的影响因素模型,该模型揭示了价格、质量、品牌声望、感知价值和满意度五个变量之间的相互关系。从汽车行业获得的消费者数据,初步证实品牌声望既可以直接也可以通过“感知价值”间接影响消费者满意度。Brand prestige symbolizes the purchaser's conspicuousness,uniqueness and social acceptance by others.It can be understood as flilling the purchaser's social and respect needs.In this paper,we proposed that brand prestige is an important determinant of consumer satisfaction.Based on extant literature,we developed a comprehensive model to reveal the relationships among price,product quality,brand prestige,perceived value and consumer satisfaction,which demonstrated how brand pres tige affects consumer satisfaction through direct or indirect ways.H ypotheses based on the model were tested with consumer survey data from car manufacturing industry,and the results supported the hypotheses in general.

关 键 词：感知质量 品牌声望 感知价值 满意度 

分 类 号：F42[经济管理—产业经济]