The Study of High-tech Brand Image Synthetic Appraisal Model by Factor Analysis Method-An Example from Mobile Phone

摘要：

The brand image is the consumers overall view to the brand, it have important influence to consumers purchases behavior. This article takes mobile phone as analysis object, establishes high-tech brand image synthetic appraisal model including 6 dimensions and 21 factors,also uses this model to analyze comprehensive image and essential factors of certain main mobile phone brands.

关键词： High-tech Brand Brand image Factor analysis

作者: Yu Wei Wang xingyuan Zhao Yuanyuan

作者单位: School of Management, University of Shandong, Jinan P.R.China, 250100

会议类型: 国际会议

会议名称: 第十四届工业工程与工程管理国际会议(The Proceedings of The 14th International Conference on Industrial Engineering and Engineering Management IE&EM2007)

会议地点: 天津

会议语种:英文

在线出版日期: 2007-10-20（万方平台首次上网日期，不代表论文的发表时间）