商店形象与自有品牌感知质量的实证研究

被引：53

作者：

江明华

郭磊

机构：

[1] 北京大学光华管理学院,加拿大GUELPH大学消费者研究系北京

来源：

经济科学 | 2003年 / 04期

关键词：

自有品牌; 感知质量; 商店形象;

D O I：

10.19523/j.jjkx.2003.04.013

中图分类号：

F715 [商业企业组织与管理];

学科分类号：

020205 ; 1202 ; 120202 ; 0202 ;

摘要：

自有品牌最近十多年来在欧美国家崛起并成为不可忽视的经济力量,而且日益受到研究者的重视。国内零售商企业近年也开始发展自有品牌,但是,对其的研究还很不够。本研究通过对北京十所大型连锁超市顾客的拦截访问,考察了超市商店形象与自有品牌感知质量的相关关系。通过分析十所超市的数据,证明商店形象与超市自有品牌感知质量呈正向相关关系,且关系显著。本文建议零售商们要想成功经营自有品牌,提升其商店形象是努力的方向之一。最后,讨论了在本研究在理论和实践中的意义,并指出了本研究不完善之处以及进一步研究的方向。

引用

页码：119 / 128

页数：10

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