确定品牌形象因素权重的方法学研究

首先用探索性因素分析确定了随身听的五个品牌形象因素,然后分别用因素解释量法、整体分配法和结合分析来确定因素的权重,同时探讨了这三种方法确定因素权重的适宜性。结果表明:因素解释量法不适于确定因素权重,结合分析比整体分配法更适于确定因素的权重;随身听品牌形象的因素重要性排序是:消费体验、企业形象和产品功能、价格性能比、象征意义和广告宣传。

Study on Methodology to Ascertain Brand Image Factor Weight

This paper firstly used exploratory factor analysis to find out the five factors of personal walkman's brand image. Then variance explained method, holistic assignment method and conjoint analysis were used to ascertain factor weight. Meanwhile the applicability of the three methods was discussed. Results showed that variance explained method is not applicable to ascertain factor weight, conjoint analysis is better than holistic assignment method to ascertain factor weight, and consuming experience, corporation image and product function, price and function ratio, symbolic meaning, advertising and propaganda are the ordinal factors of personal stereo brand image.