| The author in the predecessors on the basis of existing research, joined the product categorythe regulating variable, respectively, good for dove chocolate and head&shoulders shampoo asinvestigation object, proposed in luxury products and functional products under the productcategory, hedonic products and functional product of these two kinds of different product categorydifferences affect brand image on brand attitude.The brand image is an important source of brand equity and part of its attitude toward thebrand, customer satisfaction, loyalty and purchase intention of impact mechanism has manyscholars were studied. But because of the different research perspectives, and constitute the conceptof brand image, has not reached the consensus of opinion; And the composition of the current brandattitude in academic circles there are two kinds of mainstream opinions: one is the cognitive andemotional, the other is a cognitive, emotional, and conation. Based on these differences, led to thescholars on the study of brand image, brand attitude. Based on this, the author with a review of theprevious theory research and combing, the relationship of brand image and brand attitude researchexists but is not very much, and the research content is different.This paper firstly explained the background of the selected topic, research purpose, content, aswell as the research method and technical route. The second theory of brand image, brand attitudeand product category theory is reviewed. Brand image and brand attitude theory, respectively, fromtheir respective literature concept, composition and measurement. In the product category,according to research needs, this paper adopted the dividing method of academia has beenrecognized, in accordance with the product attribute, the product category into hedonic products andfunctional products. Then constructs the theoretical model, and carried on the design of thequestionnaire. First of all, according to the above literature review and analysis, compiled beforeabout the empirical study of relationship between brand image, brand attitude, and preliminarilyconcluded that the influence of brand image on brand attitude. Then analyzes the different productcategory is likely to be the relationship between brand image and brand attitude path, it ACTS as amoderator variable here. Then on the basis of these theories, the author constructs the conceptualmodel about the three, and put forward the corresponding assumptions, lay the foundations for thebelow proceed empirical research; SPSS18.0data analysis software is applied in this paper, first, thereliability and validity of scale and WenXiang is verified, through after, again through correlationanalysis and regression analysis, this paper puts forward the assumption of each verification in theprevious chapter, a series of data conclusion finally, for the next chapter strategy proposed provides an important reference. Thesis finally summarizes the above research results, and on how topromote the consumer’s brand attitude, pertinence put forward to build enterprise brand imageunder different product categories. The empirical results indicate that, compared with a functionalproduct, pleasure-seeking type product of brand image on brand attitude positive effect significantlydifferent; Hedonic products user image has a more significant positive effect on brand attitude.Compared with pleasure style product, functional product image has a more significant positiveeffect on brand attitude. Functional and pleasure-seeking type products enterprise image similardegree of the effect of brand attitude. Therefore, the enterprise in the shape of the brand image, tofor something to do. For pleasure style products are more pay attention to the construction of user’simage, the functional product is more focus on product image, enterprise image, of course, althoughits contribution is a bit weak, but also should pay attention to maintenance, because it also has asignificant positive correlated and brand attitude. |
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