Verification of Factors Forming Quality Brand Image in Customers’ Perception

DOI

Bibliographic Information

Other Title
  • 顧客の知覚における品質ブランドイメージを形成する要因の検証

Description

<p>Companies develop various activities to manage brands as assets in order to acquire target brand images. However, in fact, since companies cannot grasp the necessary elements for the image, there are companies that make inconsistent products and promotions into the world. Therefore, in this research, we verified factors to form "quality" brand image, which is said to be ambiguous and complicated, in customers’ perception. Quality is said to include not only objective value (Functional value) such as performance and durability but also subjective value (Emotional value) such as beauty and perceived quality. In recent years, companies such as Apple and Samsung, which have excellent emotional value, are emerging, so the value is considered as a major source of competition in the manufacturing industry. We believe that this research will enable companies to effective decision-making without obscuring the elements necessary to acquire the target brand image.</p>

Journal

Details 詳細情報について

  • CRID
    1390001288048182912
  • NII Article ID
    130007423102
  • DOI
    10.11517/pjsai.jsai2018.0_1p204
  • Text Lang
    ja
  • Data Source
    • JaLC
    • CiNii Articles
  • Abstract License Flag
    Disallowed

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