2014品牌认知对消费者购买行为的影响.docVIP

摘要:通过提出一个概念模型,探讨品牌知识和品牌关系如何影响消费者当前购买行为和未来购买行为。研究结果表明品牌认知(包括品牌知名度和品牌形象)直接影响消费者的当前购买行为,但是不直接影响未来的购买行为;品牌认知通过品牌关系(包括品牌满意度、品牌信任和情感)影响消费者的未来购买行为,并从产品质量、服务理念、品牌形象和消费感受四个方面提出对策建议。 　　关键词:品牌认知;品牌关系;品牌情感;消费行为 　　Abstract: The purpose of this paper is to develop a model and show how brand knowledge and relationships affect current and future purchases. It is found that current purchases are affected by brand image and brand awareness directly,but future purchases are not affected directly;brand knowledge affects future purchases via brand relationship including brand satisfaction, brand trust and brand