An Empirical Study on the Relationship between Demographic Characteristics and the Influencing Factors of Brand Sensitivity

摘要：

　　Brand consumption has developed into a kind of culture accepted by more and more consumers.The study on the consumer brand sensitivity behavior can provide guidance to the brand marketing of enterprises.The consumer brand sensitivity behavior is affected by some factors,which will vary from different demographic characteristics.In this paper,the author explores the relationship between demographic characteristics and the influencing factors of consumer brand sensitivity with the empirical study.The result of variance analysis indicates that the differences between the factors of different socio-subgroup are obvious.

关键词： Brand sensitivity Demographic characteristics Customer behavior analysis

作者: Xumei Zhang Zili Guan Wei Li Xiangyu Liu

作者单位: College of Economics & Business Administration, Chongqing University, Chongqing 400044, China Chengxian College, Southeast University, Nanjing 210008, China

会议类型: 国际会议

会议名称: 2013 International Conference on Information, Business and Education Technology (2013信息、商业与教育技术国际会议(ICIBET 2013))

会议地点: 北京

会议语种:英文

页码: 240-244

在线出版日期: 2013-03-14（万方平台首次上网日期，不代表论文的发表时间）