管理学报
  Jan. 22, 2025
Home |  About Journal  |  Editorial Board  |  Instruction  |  Subscriptions  |  Advertisement  |  Contacts Us  |  Chinese
J4  2008, Vol. 5 Issue (4): 583-    DOI:
Current Issue| Next Issue| Archive| Adv Search |
A Consumer's Perspective-Based Empirical Study: Mechanism of Local Chinese Brand Image's Influencing the Quality, Satisfaction and Loyalty
 GUAN Hui, DONG Da-Hai
1.Dalian University of Technology,Dalian,Liaoning,China;2.Dalian University,Dalian,Liaoning,China

Download: PDF (153 KB)   HTML (1 KB) 
Export: BibTeX | EndNote (RIS)      
Abstract  

The mechanism of brand image influencing consumer behavior was explored. The theoretical framework of brand image was constructed against Chinese background, in which Chinese brand image was divided into 3 dimensions: brand performance, brand personality and corporate image.  The structural mode of brand image affecting relationship among perceived quality, satisfaction and brand loyalty was constructed and was investigated  online.  The theoretical model and most of the hypotheses were supported by the results.  It is concluded that (1) the brand performance, brand personality and corporate image had direct effects on the perceived quality; (2) the brand perform would influence the satisfaction directly and (3) the brand personality/corporate image could influence the customer satisfaction indirectly. The conclusion also shows that the brand performance and brand personality could influence the brand loyalty, and there was no correlation between the corporate image and brand loyalty.

Key wordsbrand image      brand performance      brand personality      corporate image     
Received: 21 February 2008     
Service
E-mail this article
Add to my bookshelf
Add to citation manager
E-mail Alert
RSS
Articles by authors
GUAN Hui
DONG Da-Hai
Cite this article:   
GUAN Hui,DONG Da-Hai. A Consumer's Perspective-Based Empirical Study: Mechanism of Local Chinese Brand Image's Influencing the Quality, Satisfaction and Loyalty[J]. J4, 2008, 5(4): 583-.
URL:  
http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2008/V5/I4/583
Copyright  ©  CHINESE JOURNAL OF MANAGEMENT
Support by Beijing Magtech Co.ltd   support@magtech.com.cn