品牌聲譽(yù)、品牌信任與品牌忠誠關(guān)系研究——以手機(jī)行業(yè)為例.pdf

1、浙江大學(xué)碩士學(xué)位論文品牌聲譽(yù)、品牌信任與品牌忠誠關(guān)系研究——以手機(jī)行業(yè)為例姓名：何慶豐申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：徐金發(fā)20060601y101：t23浙江大學(xué)碩士學(xué)位論文品牌聲譽(yù)、品牌信任與品牌忠誠關(guān)系研究一以手機(jī)行業(yè)為例ABSTRACTNowadays，theworldhasenteredthecompetitioneraofbrandinternationalizationAsanewhouseholdinterna

2、tionallanguage，internationalbrandsbreaktheculturebarriers，andattractglobalconsumerswiththeiruniqueglamourWiththeprocessofbrandintemationalization，productsbecomehomogeneiousandconsumersaremoresensableint11eirproductpureha

3、ceThereforetheyarepayingmoreattentiontoissuesoutoftheproductitselfwhentheytakepurchasingdecisions，andthereputationofabrandisoneofitemswhicharresttheireyesFirstly，thispaperreviewedsomeofthemajorstudiesaboutbrandreputation

4、WiththetheoryofbrandtrustandbrandloyaltythispaperdiscussessamemajorbrandreputationfactorsinthemobilephoneindustryApartfromthis，italsoexplainstherelationshipbetweenbrandreputation，brandtrustandbrandloyaltyAquestionnairean

5、dastructuralequationmodelwerelaterintroducedtoexplorethefinalmodelThevalueableresultswegotwereasfollowed：(1)ThispaperconfirmedthefactthatbrandreputationreallyexistsComparedwithcorporatereputationwhichwastheoverallestimat

6、ionofafinnbyitsstakeholders，brandreputationismainlyabouttheconsumersResultsshowedbrandreputationcouldimprovecustomers’perceivedqualityandstrengthenedconsumers’confidenceinproductpurchace(2)Inmobilephoneindustry，thispaper

7、foundthatbrand’Sproductperformance，marketperformance，brandimage，brandadvertisementandpublicrelationshavesignificantinfluenceonbrandreputation，butbrandlSserviceperformanceandconsumersfamiliarityofthebrandhadlitterinfluenc

8、eonbrandreputation(3)Withtheinvestigation，thispaperalsoshowsagoodbrandreputationincludedsuchfiveissues：highstatus，goodprestige，well—knownness，popularityhighesteenmessInadditiontowhich，thispaperconsideredthatbrandtrustisc

9、omposedofbrandrefiabilityandbrandintention，andthebrandloyaltywerecomposedofatdtudeloyaltyandbehaviorloyalty(4)TheresultstoldUSthatbrandreputationhadasignificantinfluenceonbrandtrust，thesanleonbrandtrustandbrandloyaltyBut

10、brandreputationcouldnotaffectbrandloyaltydirectly；brandreputationcouldhaveaneffectuponbrandloyaltyonlyviabrandtrustItmeansthatbrandtrusthasthemediainfluencebetweenbrandreputationandbrandloyalty(5)Inmobilephoneindustrythe