摘 要
随着市场竞争的日益激烈，品牌形象构建成为企业获取竞争优势的关键因素之一，而消费者感知在其中起着重要作用。本研究旨在深入探究消费者感知与品牌形象构建之间的关系，以期为企业提供理论指导和实践依据。基于消费者行为学、市场营销学等多学科理论，采用文献研究法梳理相关理论基础，通过问卷调查法收集大量一手数据，并运用结构方程模型进行数据分析。结果表明，消费者感知中的产品体验、服务感受、品牌文化认同等因素对品牌形象构建具有显著正向影响，且这种影响存在一定的差异性，例如不同年龄层次、消费群体之间的影响程度有所区别。创新点在于将消费者感知细化为多个维度进行分析，更全面地揭示了两者关系，同时引入了调节变量探讨不同情境下关系的变化规律。
关键词：消费者感知 品牌形象 服务感受
Abstract
With the increasingly fierce market competition, the construction of brand image has become one of the key factors for enterprises to acquire competitive advantages, and consumer perception plays an important role in it. This study aims to explore the relationship between consumer perception and brand image construction, in order to provide theoretical guidance and practical basis for enterprises. Based on the multidisciplinary theories of consumer behavior and marketing, the literature research method is used to sort out the relevant theoretical basis, a large amount of first-hand data is collected through the questionnaire survey method, and the structural equation model is used for data analysis. The results show that product experience, service experience, brand cultural identity and other factors in consumer perception have a significant positive impact on brand image construction, and there are some differences in this influence, such as the degree of influence between different age levels and consumer groups. The innovation point is to refine consumer perception into multiple dimensions, reveal the relationship between the two more comprehensively, and introduce the regulatory variables to explore the change law of the relationship in different situations.
Keyword:Consumer perception brand image Service experience
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法概述 6
2消费者感知的构成要素分析 6
2.1感知形成的心理机制 6
2.2感知中的感官体验 7
2.3感知的社会文化影响 7
3品牌形象构建的关键维度 8
3.1品牌认知层面分析 8
3.2品牌情感联结建立 9
3.3品牌信任感的塑造 9
4消费者感知对品牌形象的影响路径 10
4.1感知质量与品牌价值 10
4.2感知体验与品牌忠诚 11
4.3感知传播与品牌声誉 11
5结论 12
参考文献 13
致谢 14
随着市场竞争的日益激烈，品牌形象构建成为企业获取竞争优势的关键因素之一，而消费者感知在其中起着重要作用。本研究旨在深入探究消费者感知与品牌形象构建之间的关系，以期为企业提供理论指导和实践依据。基于消费者行为学、市场营销学等多学科理论，采用文献研究法梳理相关理论基础，通过问卷调查法收集大量一手数据，并运用结构方程模型进行数据分析。结果表明，消费者感知中的产品体验、服务感受、品牌文化认同等因素对品牌形象构建具有显著正向影响，且这种影响存在一定的差异性，例如不同年龄层次、消费群体之间的影响程度有所区别。创新点在于将消费者感知细化为多个维度进行分析，更全面地揭示了两者关系，同时引入了调节变量探讨不同情境下关系的变化规律。
关键词：消费者感知 品牌形象 服务感受
Abstract
With the increasingly fierce market competition, the construction of brand image has become one of the key factors for enterprises to acquire competitive advantages, and consumer perception plays an important role in it. This study aims to explore the relationship between consumer perception and brand image construction, in order to provide theoretical guidance and practical basis for enterprises. Based on the multidisciplinary theories of consumer behavior and marketing, the literature research method is used to sort out the relevant theoretical basis, a large amount of first-hand data is collected through the questionnaire survey method, and the structural equation model is used for data analysis. The results show that product experience, service experience, brand cultural identity and other factors in consumer perception have a significant positive impact on brand image construction, and there are some differences in this influence, such as the degree of influence between different age levels and consumer groups. The innovation point is to refine consumer perception into multiple dimensions, reveal the relationship between the two more comprehensively, and introduce the regulatory variables to explore the change law of the relationship in different situations.
Keyword:Consumer perception brand image Service experience
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法概述 6
2消费者感知的构成要素分析 6
2.1感知形成的心理机制 6
2.2感知中的感官体验 7
2.3感知的社会文化影响 7
3品牌形象构建的关键维度 8
3.1品牌认知层面分析 8
3.2品牌情感联结建立 9
3.3品牌信任感的塑造 9
4消费者感知对品牌形象的影响路径 10
4.1感知质量与品牌价值 10
4.2感知体验与品牌忠诚 11
4.3感知传播与品牌声誉 11
5结论 12
参考文献 13
致谢 14
