| 奢侈品品牌态度研究 |
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| 引用本文： | 沈蕾,李义敏.奢侈品品牌态度研究[J].预测,2011,30(3). |
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| 作者姓名： | 沈蕾 李义敏 |
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| 作者单位： | 东华大学,旭日工商管理学院,上海,200051 |
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| 摘 要： | 本文在回顾了以往关于品牌、品牌价值、态度理论和理性行为理论的研究后,认为消费者对品牌的态度取决于其对品牌五个属性的评价,这五个属性可以概括为产品特征、品牌表现、感知质量、感知形象和品牌溢价.同时以多属性态度理论为基础,选取Ferrari、Sony、Prada、Adidas、IWC和Oregon 6个国际著名奢侈品品牌为研究对象进行研究.经研究发现:消费者对奢侈品的品牌态度存在着显著性差异;对不同的奢侈品品牌,其品牌态度的形成是由不同属性决定的;感知质量对全部奢侈品品牌态度的形成都有影响,但影响权重却不相同;感知形象和品牌溢价对部分奢侈品品牌态度的形成具有相当重要的影响力.
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| 关 键 词： | 奢侈品 品牌态度 感知质量 感知形象 品牌溢价 |
Attitude Research about Luxury Brands |
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| SHEN Lei,LI Yi-min.Attitude Research about Luxury Brands[J].Forecasting,2011,30(3). |
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| Authors: | SHEN Lei LI Yi-min |
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| Institution: | SHEN Lei,LI Yi-min (Glorious Sun School of Business and Management,Donghua University,Shanghai 200051,China) |
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| Abstract: | After literatures on brand concept,brand equity,attitude theory and reasoned action theory had been reviewed;brand attitude of consumer had been narrowed down the brand attribute to 5Ps,which were product feature,brand performance,perceived quality,perceived image and premium price.Then,Ferrari,Sony,Prada,Adidas,IWC and Oregon were selected to be tested on the base of multi-attribute attitude theory.After statistic analysis,the main results were shown as follows: brand attitude of consumer was significantly... |
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| Keywords: | luxury brand attitude perceived quality perceived image premium price |
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