题目:试析品牌对消费者的影响摘要随着科技与信息技术的发展,产品的同质化趋势不断加强,产品的品牌日益成为消费者行为的主要影响因素。因为品牌的地位一旦在消费者心目中确立,它便是独立的、持久的,而且难以被竞争对手模仿和替代。本文主要从品牌的内涵与功能,影响消费者对品牌选择的因素,影响消费者对品牌购买的态度和品牌对消费者行为作用的影响这几个方面来分析品牌对消费者的影响。关键词：品牌消费者消费行为影响Abstractalongwiththescienceandtechnologyandthedevelopmentofinformationtechnology,theproductcoessentialchangetrendisstrengthenedceaselessly,productbrandhasincreasinglybecomethemainfactorsinfluencingconsumerbehavior.Becausethebrandpositiononceinthemindsofconsumerstoestablish,itisindependent,durable,anddifficulttobeimitatedandalternative.Thisarticlemainlyfromthebrandconnotationandthefunction,impactonconsumerbrandchoicefactors,influencetheconsumer'sbrandattitudeandbrandonconsumers'purchasebehavioraffectingseveralaspectsofthisanalysisofbrandeffectonconsumers.Keywords:brandconsumerbehavioreffect目录引言..............................................................................................................................................5第一章品牌的内涵和功能............................................................................................................61.1品牌的概念.........................................................................................................................61.2品牌的功能.........................................................................................................................61.2.1品牌的功能..............................................................................................................61.2.2品牌定位..................................................................................................................7第二章品牌对消费者影响因素分析.............................................................................................82.1影响消费者对品牌选择的因素.........................................................................................82.1.1商品本身的因素......................................................................................................82.1.2消费者自身的因素..................................................................................................82.1.3参考群体的影响......................................................................................................92.2影响消费者对品牌购买的态度.........................................................................................92.2.1以认知为基础的态度..............................................................................................92.2.2以情感为基础的态度..............................................................................................92.2.3以行为为基础的态度..............................................................................................9第三章品牌对消费者行为的影响................................................................................................103.1品牌名称对消费者的心理具有极大的影响...................................................................103.2品牌个性对消费者行为的影响.......................................................................................113.2.1品牌个性对消费者的意义.....................................................................................
