顾客价值导向的品牌权益模型及实证分析

1、 顾客价值导向的品牌权益模型及实证分析摘 要：以结构方程模型路径分析方法为基础，对顾客价值与品牌权益之间的关系进行实证研究。通过前期对手机消费者的深度访谈，结合定性分析，归纳出5个顾客价值结构，提出顾客价值与品牌权益关系概念模型。在调查研究的基础上，分析顾客价值结构对品牌权益价值的影响。结果表明：一方面，顾客价值结构对品牌权益价值有显著的直接效应；另一方面，顾客价值结构经由态度和行为两个品牌忠诚层面对品牌权益价值有显著的间接效应。关键词：顾客价值；品牌忠诚；品牌权益 品牌权益本质上是产品因品牌名称而产生的附加价值。目前理论界对品牌权益的研究主要存在两种视角：财务视角和顾客视角。财务视角侧重于品

2、牌资产价值的评估，消费者视角是基于顾客对品牌的感知与行为进行分析探讨。财务角度能够很好地测量品牌权益的货币价值，但是却不能充分反映品牌权益价值的来源，对于品牌权益的建立和管理也就缺乏有效的指导依据。如何创建和管理品牌权益对营销人员来说是一个非常重要的问题。品牌权益被视为产品或服务因为品牌名称而获得的增加价值。品牌名称能够增加产品和服务的价值，首先是由于品牌带给消费者的价值增加。换句话说，品牌权益能给企业带来巨大的利益，这些利益实现的前提在于消费者对品牌所提供价值的认知和理解。cobb-walgren 等指出，理解品牌价值如何在消费者头脑中产生并转化为选择行为，对于品牌权益的研究非常重要。基于此

3、，本文研究的目的在于探讨顾客价值与品牌权益之间的关系。 一、 ambler t. 1997. how much of brand equity is explained by trust j. management decision, 35(4): 283-292. bagozzi r p, yi y. 1988. on the evaluation of structural equation models j. academy of marketing science, 16(1): 74-94. blackston m. 1995. the qualitative dimension o

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