: : : 496D0037 496D0040 496D0047 496D0086 496D0093

1. :22385C2006121

2.

Reynold and Gutman(1984) Dobni and Zinkhan(1990) 1. 2. 3.

Park, Jaworski, and Maclnnis(1986)(1)(functional)(2)(symbolic) (3)(experiential)

Richardson, Dick and Jain(1994)Dodds, Monroe and Grewal(1991)

1985 Dodds and Monroe (1985) Sheth et al.(1991)

Petrick (2002)

Asker(19911996)

H1 Garretson and Clow (1999)

H2

H3 (2005)

H4 Romaniuk and Sharp (2003)

()

SPSS

1.(1994.7)33660-63 2. -20063. 2008

1.Aaker, D.A., Managing brand equity: Capitalizing on the Value of a Brand Name, New York: The Free Press, 1991.2.Engle, J.E., R.D. Blackwell and P.W. Miniard, Consumer Behavior, Chicago: The Dryden Press, 1993.3.Keller, K.L., Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57, 1993, pp. 1-22.

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