基于消费者视角的耐用消费品品牌个性高级性纬度形成机制研究.pdf

标题： 基于消费者视角的耐用消费品品牌个性高级性纬度形成机制研究 ——以强化木地板产品为例 作者： 曾旺明，博士生，四川大学工商管理学院，经济师，四川大学工商管理学院 159 信箱， 李蔚，博士，四川大学工商管理学院，博导，教授，四川大学工商管理学院 159 信箱， 南剑飞，博士生，四川大学工商管理学院，讲师，四川大学工商管理学院 159 信箱， 摘要： 本文通过探索性与实证性研究发现，耐用消费品品牌个性的“时尚”次纬度的主要 驱动因素是品牌视觉元素、消费者的时尚形象、品牌知名度与消费者的社会地位，“高档” 次纬度的主要驱动要素是品牌视觉元素、消费者的社会地位、感知服务品质、消费者的时尚 形象、商品价格与产品感知品质。 关键词： 品牌个性，耐用消费品，高级性纬度，时尚纬度，高档纬度 Title: How to Make Differences on the Sophistical Dimensions of Brand Personality of Durable Goods: Example of Wood Floor An Empirical Research in the Perspective of Consumer Authors: Zeng Wangming, PhD Candidate, Business School of Sichuan University, Economist, 159# post box, Business School of Sichuan University, Li Wei, PhD, Business School of Sichuan University, Supervisor of PhD Candidates, 159# post box, Business School of Sichuan University, Nan Jianfei, PhD Candidate, Business School of Sichuan University, lecturer, 159# post box, Business School of Sichuan University,E-mail:njf555@; Abstract ： The results of the research show that two main sub dimensions-“Fashion” and “High class”-were included in the sophistical dimension of Brand personality of durable goods. The main drivers of the sub dimension of “Fashion” include the visual images, the fashion image of typical consumers, brand awareness and the social class of typical consumers. The drivers of the sub dimension of “high class” include the visual images, the social class of typical consumers, perceptive quality on service, and the fashion image of typical consumers, price and the perceptive quality of products. Key words: Brand Personality, Durable Goods, Sophistical Dimensions, Fashion Sub Dimension, High Class Sub Dimension 基于消费者视角的耐用消费品品牌个性高级性纬度形成机制研究 ——以强化木地板产品为例