摘要
随着科技与信息技术的发展,产品的同质化趋势不断加强,产品的品牌日益成为消费者行为的主要影响因素。因为品牌的地位一旦在消费者心目中确立,它便是独立的、持久的,而且难以被竞争对手模仿和替代。本文主要从品牌的内涵与功能,影响消费者对品牌选择的因素,影响消费者对品牌购买的态度和品牌对消费者行为作用的影响这几个方面来分析品牌对消费者的影响。
关键词：品牌 消费者 消费行为 影响
Abstract
along with the science and technology and the development of information technology, the product coessential change trend is strengthened ceaselessly, product brand has increasingly become the main factors influencing consumer behavior. Because the brand position once in the minds of consumers to establish, it is independent, durable, and difficult to be imitated and alternative. This article mainly from the brand connotation and the function, impact on consumer brand choice factors, influence the consumer’s brand attitude and brand on consumers’ purchase behavior affecting several aspects of this analysis of brand effect on consumers.
Key words: brand consumer behavior effect
