1、南京農(nóng)業(yè)大學(xué)碩士學(xué)位論文手機(jī)品牌形象對消費者品牌態(tài)度及購買行為的影響研究姓名：李露申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：常向陽201012ABSTRACTResearchontheInnuenceofMobilePhoneBrandImageonConsumers’Attitudet0BrandandPurchasingBehaViorABSTRACTn11asahl培ea：ttractionillCmnesemobilephone

2、marketat廿lesametimetllatitalsohasafiercecompetitionWitllmemarketcomp“tion咖sitingiIlt0也etimeofb舳dC0mp“tio瑪tlleiIIlportaIlceofbrandislligmightedCreating鋤adv鋤tageousb啪disthepow柏lguar趾teefor也eenterprises’surviV羽aIlddeVelopme

3、miIlthecompetitivemarketThebrandiInageisthekeyfactorf0r“ViIlgnleb瑚daSsetsnh蕊acmcialcoreefrectforcreating鋤adVaIl缸瑪eousb啪d111erefore，stIldiesofhownleb刪1diIIlagedrivesnlebr鋤d髂sets，howt0accomplishtllecoretaskoftllebrandmanag

4、鋤entaIldhowt0f0珊ula：tereleV鋤tstl鋱egyofttlebr趾dmanagementhaVebecome也eil：Il_portamissues、)l，：11ichareu唱entlyneededt0solVeiIltllep眥ticeBased0nsoftingofnlerelevantnleoreticalresearcll，t11ewritercoIls饑lcts也eresearch￡bmev舊rkof

5、“brandimageb姍danitudepur吐粥iIlgbehavior，’byrefIerenciIlgconSumerreactionprocessmodelandexploringlypresentstllehypo也esesThen，sett11em％SurementCharactI。rsofresearchV撕ablebyreferencingtlleexiStingmeaSur鋤emscales鋤dcombiIlingw

6、i也product’sch蹦lcterARer也at，喇uSt鋤dprefect也esun，eynlroughmepreliIIlimIDrresearchBaSedon廿leinf0冊ationofthef0姍a1iIⅣestigatioIl，tllewiteruSestlleSofhⅣaresofSPSS17O鋤dAMOS17Oto唧iricalaIlalysisDemograpllicchamct砸Sticsofmes鋤1plea

7、re觚alyzedbydeScriptiVeg隴isticsanalysisReliabil時鋤dValidit)rofmescaleare鋤lyzedbyreliabilit)rteStandcoⅢ：irmato巧fhmoranalysisFinally，uSe姍ctu】試eq嘣onmodelt0allalyze廿1emechallismofactionofbr鋤dhageaIldbr鋤da：ttitudeandpuIchasingb

8、ehaViorWi廿1tlleemp硒c酊researck廿lestudyconcludedmefollowingconclusion：T1lefourdinleIlsioIlSofbr鋤d婦agesuchaSCo印orateimage，productilIlageaIldhumalliz撕onimage，s)，IIlbol婦agehavepositiVesi鰣ficantinnuencest0br觚danitude；Br鋤d甜itud

9、eIlasapositiVesignjficaminnueIlcet0consumers’mlrchaSillgbeha肼or；Ente印riseimageaIldproductiIllagenotoIllydirectlyiIl】1uencecons啪erS’purch弱ebehaViorbutalsoindirectlya腩ctC0llsumers‘pwchaSingbellaViort11rou曲tllebr觚datt岫deBut