金融消费者的品牌效应及其心理影响机制研究

本研究从金融消费者的行为分析视角出发,以我国商业银行品牌为研究对象,提出了金融品牌效应心理影响机制的理论模型,并从形象可信、网点便捷、业务技能、服务态度以及营业环境等五个银行品牌消费选择影响因素出发,对其进行了实证检验,验证了品牌效应心理影响机制的客观存在,揭示出消费态度与品牌传播之间的内在联系与作用规律,从而为金融消费者行为决策提供了有效的理论模型诠释。

A Study on the Brand Effect on the Finance Consumer

Starting from the behavioral analytical pattern of the finance consumer,the research focuses on China's commercial banks' brands,puts forward the theoretical model of the magnetism effect,and makes a practical analysis of five brands' cognitive factors to effectively verify the existence of the brand effect and its functional mechanism.Finally,the essay reveals the internal link and the influential principle between consuming psychology and a bank's brand,explains brand marketing from the behavioral angle,and puts forward some strategies for promoting the value of our commercial banks' brands.