PSYCH OpenIR  > 中国科学院心理研究所回溯数据库(1956-2010)
Study on factor structure and factor weight of brand image
X. Jiao; Y. W. Chen; J. H. Lv
2004
Conference Name会议论文
Pages202-202
Conference Date2004
Conference PlaceBeijing
AbstractThe study was to explore factor structure and factor weight of brand image. 446 undergraduates accomplished the questionnaires. Image factors of three different product categories were extracted by exploratory factor analysis. Variance explained method, holistic assignment method and conjoint analysis were used to ascertain factor weight. Result show that brand image was composed of several factors which belonged to functional components and meaning components; image factor structures of different categories had commonness and individuality; function components of low conspicuous products were more important than the counterpart of high conspicuous products; variance explained method was not applicable to ascertain factor weight.
Funding OrganizationIUPsyS
Subject Area广告与消费心理学
Indexed BySSCI
Language英语
WOS IDWOS:000226118001836
Citation statistics
Document Type会议论文
Identifierhttp://ir.psych.ac.cn/handle/311026/5985
Collection中国科学院心理研究所回溯数据库(1956-2010)
Recommended Citation
GB/T 7714
X. Jiao,Y. W. Chen,J. H. Lv. Study on factor structure and factor weight of brand image[C],2004:202-202.
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