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1、华东交通大学硕士学位论文品牌形象对品牌资产影响的实证研究姓名：刘金材申请学位级别：硕士专业：企业管理指导教师：顾丽琴20071109AbstractEMPIRICALRESEARCHOFTHEINFLUENCESOFBRANDIMAGETOBRANDEQUITYABSTRACTInrecentyears,realisingthebrandpropertyvalue,moreandmorescholarspaidattentiontothebrandpropertyresearch.Everybodyrealizestheimportanceofb
2、randpropertytotheenterpriselong-termdevelopment.Portrayingthegoodbrandimagepromotesthebrandpropertytohaveavitalrole.Thebrandimageconstructionwhichtookthequiteactivekindofbrandmanagementstrategy,hastheveryhightheoryandthepracticeresearchvalue・Thisarticleusestheempiricalmethod,
3、fromconsumer'sangletoresearchtheinfluenceofbrandimagetobrandproperty.Thisarticlewhichfirstlyembarksfromtherelatedtheoryofbrandimageandbrandproperty,theoreticallyaffirmsthebrandimagetothebrandpropertyfunction.Then,throughadjustingthequestioningvolume,thelogarithmaftercarryingo
4、ntheanalysis,discoveredbrandconsciousness,thebrandassociation,thesensationquality,thesensationvalue,andthebrandloyallyhavethestrongercorrelationdependencewiththebrandproperty,thebrandimagetothebrandconsciousness,thebrandassociation,thesensationquality,thesensationvalue.thebra
5、ndloyaltyishavingthestrongerfrontageinfluence.Simultaneouslyalsodiscoveredthat,relativityisdifferentbetweeneachdimensionbrandimageandthebrandproperty.Thatwemayunderstandforbrandimageeachdimensiontobrandpropertypromotioncontributionisdifferent.Thesediscoveries,ontheonehandjetu
6、sunderstandinfluenceactionmechanismofthebrandimagetothebrandproperty,realizestheconstructionimportanceofbrandimage,ontheotherhand,whenbrandimagewasconstructed,howweshouldpayattentiontoassignourresources,andcausetheresourcesrealizationmostgreatlypossibledisplay.Thesediscoverie
7、shaveaverybigtheoryandpracticalsignificance.Asaresultofmyownabilityandtheresearchconditionlimit,thisarticlewillhavemanyresearchinsufficiencyandthelimitation.Ihopethatfutureresearchmayfurtherconsummationandthedevelopmentinthisfoundation.KeyWords:brandimage,brandequity,Empirica
8、lResearch独创性声明本人郑重声明：所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除了文中特别加以
