高介入度市场品牌资产构成要素对顾客重购意愿的影响研究

研究品牌资产构成要素对顾客重复购买意愿的影响可以发现，不同品牌的资产维度影响顾客重购意愿的方式与路径各不相同。从高介入度市场着手，通过对高介入度产品笔记本和手机的市场调查和相关数据分析，结果发现，在高介入度市场的品牌资产构成要素中，品牌认知、感知价值是直接影响顾客重购意愿的品牌资产关键维度，而品牌形象、感知质量和品牌独特性则通过品牌认知、感知价值间接影响顾客的重购意愿。

On the Influence of the Constructive Factors of Brand Equity on the Customer Repurchase Intention in a High-involvement Market

The findings made by the investigation of how the constructive factors of brand equity influence the customer repurchase intention suggest that the way the asset dimension of a brand influences the customer repurchase intention varies from one brand to another.Through analyzing the data collected in a market investigation into the high-involvement products such as cell phones and laptop computers in a high-involvement market,the author has found that the brand recognition and value perception directly influ...