Study on factor structure and factor weight of brand image

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	Study on factor structure and factor weight of brand image
	X. Jiao; Y. W. Chen; J. H. Lv
	2004
会议名称	会议论文
页码	202-202
会议日期	2004
会议地点	Beijing
摘要	The 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.
会议主办者	IUPsyS
学科领域	广告与消费心理学
收录类别	SSCI
语种	英语
WOS记录号	WOS:000226118001836
引用统计
文献类型	会议论文
条目标识符	http://ir.psych.ac.cn/handle/311026/5985
专题	中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式 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.