高校品牌形象对品牌满意和品牌忠诚的影响机制

高校品牌形象建设有利于高校在高等教育市场化和大众化的进程中提升竞争优势和能力,促进高校的可持续发展。文章在回顾和总结国内外有关品牌形象测量成果的基础上,结合高校品牌的内涵和特征,并运用小组访谈方法提炼出高校品牌形象的测量维度体系。同时,从高校顾客感知的视角对高校品牌形象、品牌满意和品牌忠诚之间的关系进行实证分析。研究表明,高校品牌形象不仅对品牌满意和品牌忠诚有直接的显著性影响,而且通过品牌满意对品牌忠诚产生间接影响。

Influencing Mechanism of University Brand Image on Brand Satisfaction and Brand Loyalty

University brand image helps universities to improve competitive advantage and competitive ability in the process of marketing and popularity of higher education,and promotes the sustainable development of universities.Based on the review of brand image measurement at home and abroad and the connotation and characteristics of university brand,this paper uses the interview method to develop the measurement dimensions and system of university brand image.Meanwhile,this paper analyzes empirically the relationship between university brand image,brand satisfaction and brand loyalty from the perspective of university customers’ perception.The results show that university brand image not only has direct positive impact on brand satisfaction and brand loyalty,but also has indirect impact on brand loyalty through brand satisfaction.