ScienceDirect科学指引课件.pptxVIP

ScienceDirect;Effects of customer brand perceptions on store image and purchase intention: An application in apparel clothing;Abstract Purchase intention for apparel products in retail stores has taken attention in the last decades since the sector has been growing rapidly. The aim of this study is to investigate the efffects of price image, brand image and perceived risk on store image and purchase intention of consumers in apparel sector. The study also examines the mediating effect of store image on the relationship. The data was gathered through questionnaire distributed in face to face interviews. The findings of the research which was conducted on 146 retailer shoppers supported direct effect of price image, brand image and perceived risk on purchase intention. There has been also empirical evidence regarding mediating effect of store image on the relationship between price image and risk perception and purchase intention.;摘要： 零售商店的服装产品的购买意愿在过去几十年里一直受到关注,因为该部门一直在增长迅速。本研究的目的是探讨价格形象、品牌形象和感知风险对商店形象和在服装部门中顾客购买意愿的影响。研究还考察了商店形象对这些关系的间接影响。数据都是通过问卷调查收集和面对面访谈所收集的。研究的结果在146个零售商上所举行的研究结果表明价格形象,品牌形象和感知风险对顾客的购买意图有直接的影响。也有实证证据涉及到了商品形象对价格形象、风险感知和购买意愿间关系的间接影响。 关键字：服装，品牌形象，风险感知，价格形象，商店形象，购买意愿;品牌认知 品牌认知(Preceived Quality )，上世纪80年代，大卫·艾克提出了“品牌价值”的概念，同时也推出了多个品牌建设的方法和理念。其中，在行业内被广泛认同的是品牌建设的四段里程，即：品牌知名－品牌认知－品牌联想－品牌忠诚。品牌认知度是品牌资产的重要组成部分，它是衡量消费者对品牌内涵及价值的认识和理解度的标准。品牌认知是公司竞争力的一种体现，有时会成为一种核心竞争力，特别是在大众消费品市场，各家竞争对手提供的产品和服务的品质差别不大，这时消费者会倾向于根据品牌的熟悉程度来决定购买行为。;Introduction Any kind of perception aimed to build on consumers is considered as a topic of marketing communication and brand management. In that sense, positioning of a mix of price, brand and store attributes aims to constitute messages and commitments for consumers in order to build targeted perception in their minds. Brand image is established with consumer perception which is treated to some extent as controllable by marketing strategists (Erdil and Uzun, 2010) and it includes brand recalls of consumers for the performance and th