本研究在对国内外相关文献进行梳理的基础上构建了品牌依恋对品牌关系质
量和顾客行为意向的影响模型，并对各变量的内涵和维度进行了界定，主要研究
品牌依恋各维度、品牌关系质量各维度和顾客行为意向的相互作用关系。其中，
品牌依恋分为感情和依赖两个维度，品牌关系质量分为信任、满意和承诺三个维
度。然后，结合现有成果发展出各变量的具有较高信度和效度的量表，最后，通
过网络调研平台“问卷星”回收到有效问卷232份，并以此为基础进行数据分析。
实证结果表明：消费者品牌依恋感情维度对品牌关系质量信任和承诺维度具
有显著的正向影响，而依赖维度对品牌关系质量各维度都具有显著的正向影响。
品牌依恋感情维度对顾客行为意向不仅具有直接的正向影响，还可以通过品牌关
系质量对顾客行为意向产生正向影响。品牌依恋依赖维度不能直接影响顾客行为
意向，而是通过品牌关系质量对顾客行为意向产生正向影响。研究结果还表明，
品牌和品牌使用时间对各变量的影响存在显著的差异性。最后根据上述结论，本
研究提出了相应的管理建议.
关键词：品牌依恋； 品牌关系质量；顾客行为意向；手机行业
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Abstract
Since the 1980s, more and more attention has been paid on the study of brand
theory. As the attachment theory which originated in the field of psychology has been
introduced into the Marketing field, brand attachment, as a new perspective, attracts
the Marketing scholars’ attention, but there is little study of brand attachment for the
domestic scholars at present. Theoretically, to clarify the influence mechanism of
brand attachment to brand relationship quality and customer behavioral intention can
rich the research achievement of brand field much better. In practice, Enterprise value
the emotional bond with consumers, and make relationship continuing strategies with
consumers based on brand attachment, which is of great economic significance and
social significance. Therefore, to further the research of brand attachment, clarify the
the influence mechanism of brand attachment to brand relationship quality and
customer behavioral intention is of great significance.
Based on reviewing related literatures home and abroad, the research firstly
constructs a theoretical model on the influence of brand attachment to brand
relationship quality and customer behavioral intention, and defines the connotation
and dimensions of each variable。It mainly researches the interaction among brand
attachment dimensions, brand relationship dimensions and customer behavioral
intention. In the model, brand attachment contains two dimensions named affection
and depending, brand relationship quality contains three dimensions named trust,
satisfaction and commitment. Secondly, the research develops scales for each variable
with high reliability and validity. Finally, the research collects 232 efficacious
samples through a network platform named “questionnaire star”, and nakes data
analysis based on them.
The empirical results show that, one of the dimensions of brand attachment,
affection, has positive impact on two dimensions of brand relationship quality,
commitment and trust; the other dimension of brand attachment, depending, has
positive impact on all the dimensions of brand attachment. The dimension of brand
attachment, affection can not only directly influence the customer behavioral
intention, but also can indirectly influence the customer behavioral through brand
relationship quality. While depending can not directly influence customer behavioral
intention, but can indirectly influence customer behavioral through brand relationship
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quality. The results also show that the difference of brand and brand using time has
significant different influence on each variable. Finally, according to the above
conclusions, some useful suggestions have been proposed.
Key Words: Brand attachment; Brand relationship quality; Customer behavior
intention; Cell phone industry
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目录
学位论文原创性声明和学位论文版权使用授权书.....I
摘要....II
AbstractIII
插图索引.......VIII
附表索引..........IX
第1章绪论....1
1.1 研究背景......1
1.2 研究目的和意义........2
1.2.1 研究目的2
1.2.2 研究意义2
1.3 研究范围......3
1.4 研究流程......3
1.5 研究内容......4
第2章 文献综述..........6
2.1 品牌依恋研究综述....6
2.1.1 品牌依恋的概念6
2.1.2 品牌依恋的维度7
2.2 品牌关系质量研究综述.........8
2.2.1 品牌关系概念...8
2.2.2 品牌关系模型...9
2.2.3 品牌关系的测量.........11
2.2.4 品牌依恋对品牌关系质量的影响.......13
2.3 行为意向的研究综述13
2.3.1 行为意向的概念.........13
2.3.2 行为意向的测量.........14
2.3.3 品牌依恋对顾客行为意向的影响.......15
2.3.4 品牌关系质量对顾客行为意向的影响15
第3章理论模型构建及假设形成..17
3.1 理论模型的构建......17
3.2 研究假设的提出......18
3.2.1 品牌依恋对品牌关系质量的影响.......18
3.2.2 品牌依恋对顾客行为意向的影响.......20
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