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《Scientific Decision Making》 2009-01
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A Research on the Effects of Brand Image on Consumers' Brand Attitude

Liu Feng-jun,Wang Liu-ying(School of Business of Renmin University of China,Beijing 100872,China)  
This paper is an application of Aaker's brand identification scale,which consists of product,personalization,corporation and symbol dimensions.Based on this scale,the paper evaluates the effects that brand image could have on consumers' brand attitudes by means of logit regression.It is found that the personalization,corporation and symbol dimensions of brand image could have significant positive influences on brand attitudes,while the effect of product dimension is not significant.Furthermore,among the personalization,corporation and symbol dimensions,personalization has the most important impact on brand attitudes,while corporation has a less important impact,and the impact of symbol is relatively the least important.
【Fund】: 国家自然科学基金资助(70772089);; 教育部新世纪优秀人才支持计划资助
【CateGory Index】: F273.2;F274;F224
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