品牌體驗對消費者—品牌關(guān)系的影響研究.pdf

1、湖南師范大學(xué)碩士學(xué)位論文品牌體驗對消費者—品牌關(guān)系的影響研究姓名：周蘭申請學(xué)位級別：碩士專業(yè)：應(yīng)用心理學(xué)指導(dǎo)教師：楊碧漪20080501ABSTRACTSinceitsintroduction，brandrelationshiphascaughtgreatattentioninthedomainofbrandcultivationTheadvantageofpositiverelationshipwithconsumersinclude

2、sconsumers’loyalty，increasingpurchase，premiumpayment，positiveevaluationandcustomer——basedbrandequityorbusinessreputationThispaperdiscussedproductstypesthatappiytobrandrelationshipandinfluentialfactorsofbrandrelationshipS

3、uggestionsforenterprisestoenhancebrandcompetitionarealsoproposedonthebasisofourresultsInordertodiscussifbrandrelationshipmanagementcouldbeappliedtoa11kindsofproducts，whichkindofbrandexperiencehasremarkableinfluenceonhigh

4、involvementorlowinvolvementproducts，andifthereisinteractiveeffectamongthefivekindsofexperience，thisstudyadoptedthreequestionnaires，whichareRevisedPersonalInvolvementInventorymadebyZaichkowsky，ChineseBrand—RelationshipQua

5、lityScalemadebyHeJiaxunandBrandExperienceScalemadebyWangLijun，asresearchtoolsInthisway，thispaperpool283samplesandfurtherthestudyindataanalyzingTheresultsindicated：1Consumers’relationshipwithhighinvolvementproductsismorei

6、ntensivethanwithlowinvolvementproducts，eitheronthewholeleveloroneachdimensionlevelofbrandrelationshipItmeansthathighinvolvementproductsaremoreappropriateforbrandrelationshipmanagement2Feelexperience，Thinkexperience，Actex