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本文以大白兔奶糖为例,通过实证方法研究中国老字号品牌关系质量与消费者购买意愿之间的关系。结果表明,中国老字号品牌在社会价值表达、信任、真有与应有之情这几个维度的得分较高,而在社会价值表达、承诺和自我概念联结这几个维度的得分相对较低。该研究还表明,中国老字号品牌关系质量对消费者的购买意愿具有显著影响作用,品牌关系质量越高,消费者的购买意愿越强。最后,本文还对该研究的实践意义进行了探讨。
In this paper, the rabbit confectionery, for example, through empirical methods to study the relationship between the quality of China’s old brand name and consumer buying intentions. The results show that Chinese old brands have higher scores in social dimensions of value, trust, truthfulness and dueness, while their scores on the social dimensions of value expression, commitment and self-concept connection are relatively low. The study also shows that the relationship quality of the old brand in China has a significant impact on consumers’ willingness to buy. The higher the quality of brand relationship, the stronger the willingness of consumers to buy. Finally, this article also discusses the practical significance of this study.