个人情绪和理性因素对品牌决策影响.docVIP

内容摘要 目前中国企业正逐渐认识到品牌在市场竞争中的重要性, 并进行品牌投资和建设, 试图令消费者长期持续购买本企业品牌。同时消费者心理学、消费者行为学以及品牌营销学的进一步的发展使得影响品牌决策的因素越来越受到重视，并掀起了国内外学者针对消费者品牌决策方向的众多研究。 此篇论文以品牌共鸣模型、精细加工可能性模型(ELM)作为理论依托，通过主题为“产品评价与消费者意识调查”的问卷得出的数据作为支持，发现产品信息的边缘途径与核心途径在品牌学上同样适用，两个路径共同决定消费者的购买决策，导致购买行为。 本文希望通过此次研究可以给企业带来启示并针对不同的影响因素制定不同的更具个性化的营销策略，为消费者提供最优质的服务，提高消费者的忠诚度。同时为我国消费者行为学、消费者心理学及品牌营销学的发展与运用带来一定的启示并具有可参考的价值。 关键词 ： 情绪、理性、品牌购买、核心途径、边缘途径  ABSTRACT At present, Chinese enterprises are recognized that the brands is important among the marketing competition and trying to investment and developing their band. They are trying to let the consumers to purchase their product for long time. At the same time with the developing of consumer psychology、consumer behavior and brand marketing that made the factors of the brand decisions get more and more attention, and set off different studies among the theories of brands from the scholars from local and overseas. This paper has based on the theories of Brand Resonance Model and The Elaboration Likelihood Model. Through an investigation called “product’s evaluation and consumer’s consciousness”and use the data to support this paper. And the author found that the central route and peripheral route are also applicable to the brand subject. This article hopes through this survey it can bring some inspires to the enterprises and aiming at different influence factors establishing distinct individuation strategy in order to provide the highest quality of service to the consumers. And enhance the loyalty from the consumers. At the same time it can make reference value to the study of the development and application of the consumer behavior subject and brand marketing subject KEYWORDS： Emotion， Rational， Brand Peripheral route 正文目录 第一章 引言 2 第一节 选题背景与意义 2 第二节 研究思路和框架 3 第二章 情绪相关理论 5 第一节 感性与情绪定义以及区别 5 第二节 情绪的分类及定义 6 第三节 与情绪有关的理论回顾 8 第四节 情绪与品牌评价、选择的关系 11 第三章 理性相关理论 14 第一节 理性相关定义 14 第二节 与理性有关的理论 14 第三节 理性与品牌评价、选择的关系 17 第四章 ELM理论与品牌选