石家庄经济学院学报2012，Vol.35Issue(1)：76-79,4.
山东半岛零售业视阈下自有品牌与消费者行为意向的实证研究
An Empirical Study on the Consumers＇Behavioral Intention to Independent Brand in Retail Industry of Shandong Peninsula
摘要
Abstract
Nowadays, with the rapid growth of retailling and the increasing competition among retail enterprises, developing independent brand has become an important approach for the retail enterprises to get competitive advan- tage. Studying the consumer behaviors of independent brands has an practical significance. This article explores the influence of consumer behavioral intention to independent brands from the perspectives of brand recognition, perceived image, perceived quality, perceived price, price consciousness, and promotional incentive. At the same time we verify the model by questionnaire survey, expecting to provide basis and reference on marketing strategy for the development of retail enterprises and the promotion of independent brands.关键词
自有品牌/行为意向/消费者行为/实证研究Key words
independent brand/behavioral intention/consumer behavior/empirical study分类
管理科学引用本文复制引用
宫安铭,温迪迪,董腾..山东半岛零售业视阈下自有品牌与消费者行为意向的实证研究[J].石家庄经济学院学报,2012,35(1):76-79,4.基金项目
山东大学威海分校校级科研立项一般项目（B11213）. （）
