店铺形象对自有品牌感知与购买意向的影响研究

被引：21

作者：

汪旭晖

机构：

[1] 东北财经大学工商管理学院

来源：

财经问题研究 | 2007年 / 08期

关键词：

店铺形象; 自有品牌; 感知; 购买意向;

D O I：

10.19654/j.cnki.cjwtyj.2007.08.013

中图分类号：

F717 [各种商业企业];

学科分类号：

020205 ; 1202 ; 120202 ; 0202 ;

摘要：

近年来,零售企业自有品牌发展非常迅猛,开发自有品牌可以获得更大利润的观点已被越来越多的零售企业所接受。但是自有品牌开发成功与否,依赖于消费者的认可。鉴于自有品牌形象往往与零售企业声誉和形象密切相关的特性,从零售店铺形象角度来研究消费者对自有品牌的评价具有重要的理论价值和现实意义。本文通过实证研究检验了店铺形象不同维度对顾客自有品牌感知质量和自有品牌感知情感的影响,以及自有品牌感知质量和感知情感对自有品牌购买意向的作用效果,为零售企业通过店铺形象的优化来提升自有品牌形象提供了思路。

引用

页码：77 / 83

页数：7

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