摘 要
本研究聚焦于企业品牌形象塑造与消费者忠诚度提升的内在关联，通过实证分析探讨了品牌形象对消费者忠诚度的作用机制及优化策略。研究采用混合研究方法，结合问卷调查与深度访谈，收集了来自不同行业500名消费者的数据样本。研究发现，品牌形象的认知维度、情感维度和行为维度均对消费者忠诚度产生显著影响，其中情感维度的作用最为突出。基于结构方程模型的分析结果表明，品牌信任在品牌形象与消费者忠诚度之间起到完全中介作用。研究创新性地提出了"三维一体"的品牌形象塑造模型，强调企业在品牌建设中应注重情感共鸣的营造、价值承诺的兑现以及互动体验的优化。
关键词：品牌形象 消费者忠诚度 品牌信任
Abstract
This research focuses on the internal correlation between corporate brand image building and the enhancement of consumer loyalty, and discusses the function mechanism and optimization strategy of brand image on consumer loyalty through empirical analysis. A mixed research approach combined questionnaires with in-depth interviews collected a sample of 500 consumers from different industries. It is found that the cognitive, emotional and behavioral dimensions of brand image all have a significant impact on consumer loyalty, among which the emotional dimension plays the most prominent role. The analysis results based on the structural equation model show that brand trust plays a complete intermediary role between brand image and consumer loyalty. The research innovatively puts forward the brand image building model of "three-dimensional integration", emphasizing that enterprises should pay attention to the construction of emotional resonance, the fulfillment of value commitment and the optimization of interactive experience in the brand construction.
Keyword: brand image Consumer loyalty Brand trust
目 录
1绪论 1
1.1研究背景与意义 1
1.2研究现状 1
1.3研究方法与思路 1
2企业品牌形象塑造的理论基础 2
2.1品牌形象构成要素分析 2
2.2品牌形象塑造的关键维度 2
2.3品牌形象与消费者认知的关系 3
3消费者忠诚度的影响机制 4
3.1消费者忠诚度的形成机理 4
3.2品牌形象对忠诚度的影响路径 4
3.3消费者行为决策模型分析 5
4品牌形象与忠诚度协同提升策略 5
4.1基于品牌定位的形象优化策略 5
4.2消费者体验驱动的忠诚度培养策略 6
4.3数字化时代的整合营销策略 6
5结论 7
参考文献 8
致谢 9
本研究聚焦于企业品牌形象塑造与消费者忠诚度提升的内在关联，通过实证分析探讨了品牌形象对消费者忠诚度的作用机制及优化策略。研究采用混合研究方法，结合问卷调查与深度访谈，收集了来自不同行业500名消费者的数据样本。研究发现，品牌形象的认知维度、情感维度和行为维度均对消费者忠诚度产生显著影响，其中情感维度的作用最为突出。基于结构方程模型的分析结果表明，品牌信任在品牌形象与消费者忠诚度之间起到完全中介作用。研究创新性地提出了"三维一体"的品牌形象塑造模型，强调企业在品牌建设中应注重情感共鸣的营造、价值承诺的兑现以及互动体验的优化。
关键词：品牌形象 消费者忠诚度 品牌信任
Abstract
This research focuses on the internal correlation between corporate brand image building and the enhancement of consumer loyalty, and discusses the function mechanism and optimization strategy of brand image on consumer loyalty through empirical analysis. A mixed research approach combined questionnaires with in-depth interviews collected a sample of 500 consumers from different industries. It is found that the cognitive, emotional and behavioral dimensions of brand image all have a significant impact on consumer loyalty, among which the emotional dimension plays the most prominent role. The analysis results based on the structural equation model show that brand trust plays a complete intermediary role between brand image and consumer loyalty. The research innovatively puts forward the brand image building model of "three-dimensional integration", emphasizing that enterprises should pay attention to the construction of emotional resonance, the fulfillment of value commitment and the optimization of interactive experience in the brand construction.
Keyword: brand image Consumer loyalty Brand trust
目 录
1绪论 1
1.1研究背景与意义 1
1.2研究现状 1
1.3研究方法与思路 1
2企业品牌形象塑造的理论基础 2
2.1品牌形象构成要素分析 2
2.2品牌形象塑造的关键维度 2
2.3品牌形象与消费者认知的关系 3
3消费者忠诚度的影响机制 4
3.1消费者忠诚度的形成机理 4
3.2品牌形象对忠诚度的影响路径 4
3.3消费者行为决策模型分析 5
4品牌形象与忠诚度协同提升策略 5
4.1基于品牌定位的形象优化策略 5
4.2消费者体验驱动的忠诚度培养策略 6
4.3数字化时代的整合营销策略 6
5结论 7
参考文献 8
致谢 9
