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中文摘要：
为探求品牌形象对消费行为的影响机制，在中国背景下构建品牌形象的理论架构，将品牌形象分为3个维度：品牌表现、品牌个性和公司形象；在此基础上，建立了品牌形象与感知质量、顾客满意和品牌忠诚的影响机制模型；对该模型进行了实证检验。分析结果表明品牌表现、品牌个性和公司形象对品牌感知质量有直接影响；品牌表现对顾客满意产生直接影响，品牌个性和公司形象对顾客满意产生间接影响；品牌表现、品牌个性对品牌忠诚有直接影响；公司形象与品牌忠诚无相关关系。
英文摘要：
The mechanism of brand image influencing consumer behavior was explored. The theoretical framework of brand image was constructed against Chinese background, in which Chinese brand image was divided into 3 dimensions： brand performance, brand personality and corporate image. The structural mode of brand image affecting relationship among perceived quality, satisfaction and brand loyalty was constructed and was investigated on-line. The theoretical model and most of the hypotheses were supported by the results. It is concluded that （1） the brand performance, brand personality and corporate image had direct effects on the perceived quality; （2） the brand perform would influence the satisfaction directly and （3） the brand personality/corporate image could influence the customer satisfaction indirectly. The conclusion also shows that the brand performance and brand personality could influence the brand loyalty, and there was no correlation between the corporate image and brand loyalty.
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