基于品牌含义模型识别儿童和青少年对快餐和运动鞋品牌认知的差异

Marina Tsoy, Vladislav Shchekoldin
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引用次数: 0

摘要

文章以垃圾食品和运动鞋为例,评估了品牌含义对儿童和青少年对流行产品认知的影响。研究涉及 703 名 11 至 18 岁的中学生。所提出的方法基于萨蒂方法的使用,该方法可以评估不同因素对儿童和青少年品牌认知的影响,并确定他们对各类产品品牌认知的区别。在分析的基础上,建立了儿童对品牌认知的层次结构。该结构包括品牌认知、品牌标志识别、消费者对品牌广告的印象。对快餐品牌和运动鞋品牌的层次模型加权系数进行了估算,并对结果进行了比较,找出了儿童和青少年对各类商品品牌认知的异同点。对快餐品牌而言,品牌质量感知起着主要作用,而对运动鞋而言,品牌吸引力则是最重要的因素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Identifying distinctions in the perception of fast food and sport shoes brands by children and adolescents based on the brand meaning model
The article makes an effort to evaluate the influence of a brand meaning on the perception of popular products by children and adolescents on the example of junk food and sport shoes. The study involved 703 pupils of secondary schools from 11 to 18 years old. The proposed approach is based on the use of the Saaty's method, which allows to assess the influence of different factors on the perception of brands by children and adolescents and to determine the distinctions in their perception of brands of various types of products. Based on the analysis, a hierarchical structure of brand perception by children was built. It includes the brand awareness, brand logo recognition, consumer impression of brand advertising. The weighting coefficients of the hierarchical model for fast food and sport shoe brands were estimated and the results were compared, distinctions and similarities were identified in the perception of brands of various types of goods by children and adolescents. For fast food brands, perception of brand quality plays a major role, whilst for sport shoe the brand attractiveness is the most important factor.
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