摘要：品牌溢价是企业进行品牌营销的原动力。相似质量与功能的产品，不同知名度和美誉度的品牌，消费者愿意为他们付出不同的价格。本文选取手机品牌为实证对象，分析了消费者对手机品牌的品牌认知、品牌真实性、品牌个性、感知质量和品牌定位差异性这五个因素，对品牌溢价和顾客契合的影响，进而分析了品牌溢价和顾客契合对品牌忠诚的作用。本研究使用问卷调查法，收集了来源于325位手机消费者的数据，利用偏最小二乘法对结构方程模型进行检验假设。研究结果表明：品牌真实性、感知质量和品牌定位差异性对品牌溢价有显著影响，而品牌知名度和品牌个性对品牌溢价的影响不显著；品牌知名度、品牌真实性和感知质量对顾客契合有显著影响，但品牌个性和品牌定位差异性对顾客契合没有显著影响；品牌溢价对顾客契合和品牌忠诚都有显著地正向影响。上述研究结果对手机行业的营销管理者来讲，具有重要的实践意义。营销管理者应该在品牌真实性、感知质量、定位差异化和品牌知名度等方面设计营销策略，来获取较高的品牌溢价，提升消费者对企业的顾客契合，提高品牌忠诚度。 

关键词：品牌溢价；顾客契合；品牌忠诚；影响因素

Determinants of brand premium and its effect on brand loyalty 

Abstract: Brand premium is the driving force for brand marketing. Consumers are willing to pay different price premium for the different brands with same quality. This study attempts to empirically test a model that includes five determinant: brand awareness, brand authenticity, brand personality, perceived quality and brand positioning difference. And then, the impact mechanism of brand premium on brand loyalty has been studied. In this study, questionnaires were used to collect data from 325 mobile phone consumers, and structural equation modeling with partial least squares regression technique was used to test the hypothesis. The results show that brand authenticity, perceived quality and brand positioning difference have significant impact on brand premium, while brand awareness and brand personality have no significant impact on brand premium; brand awareness, brand authenticity and perceived quality have significant impact on customer engagement, but brand personality and brand positioning are different. There is no significant effect on customer engagement; brand premium has a significant positive impact on customer engagement and brand loyalty. The findings reveal important practical implications for marketing managers in the mobile phone industry. Marketing managers should design marketing strategies in the aspects of brand authenticity, perceived quality, positioning differentiation and brand awareness to obtain higher brand premium, enhance consumer customer engagement to the enterprise, and improve brand loyalty.

Key words：brand premium; customer engagement; brand loyalty; determinants and outcomes

目录

1、绪论 1

1.1研究背景 1

1.2研究意义 1

1.3研究方法 2

（1）文献研究法 2

（2）结构方程模型法 2

（3）案例研究法 2

2、文献综述与假设提出 3

2.1 品牌溢价、顾客契合与忠诚度 3

2.2 品牌溢价与顾客契合的影响因素 3

2.3 品牌溢价对顾客契合与品牌忠诚的影响 6

3、研究设计