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TABLE OF CONTENTS

Search Strategy..................................................................................................................................................... iii

1. The impact of dual-symbolic brand image and single-symbolic brand image.............................................. 1

Bibliography........................................................................................................................................................... 3

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SEARCH STRATEGY

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S3 brand image ProQuest Dissertations & Theses Global 280720

S2 brand identity ProQuest Dissertations & Theses Global 251053
S1 ProQuest Dissertations & Theses Global 251053
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The impact of dual-symbolic brand image and

single-symbolic brand image
Zhou, Wei Guang . Wuhan University (People's Republic of China). ProQuest Dissertations Publishing,
2011. 10500623.

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ABSTRACT (CHINESE)
Translation from original language as provided by author
As the rapid economic development, technological advances and cross-cultural exchange penetration, consumer
demand for the product or brand is not limited to physical or function, consumers will buy more products or brand
with symbolic. Through its ownership and use to meet the self-construal, expression and extension needs.
Meanwhile, in the fierce market competition, if the enterprises want to build the core competitiveness which is
hardly to be imitated or beyond, and to get more consumers and increase consumer loyalty, it should move the
marketing focus from product functional demands to the symbolic expression, to form up the symbolic image of
the brand. Therefore, the symbolic impact of the brand has become a key strategic for the business performance.
In this paper, we take those personal symbolic brand image and society brand image which have a relatively high
degree of today's consumer demands and perceived by most consumers as the research object, discussed the
brand image with the dual-Symbolic brand image (ie, both individuals and society symbolic brand image) and
single-symbolic brand image (only a personal or social symbolic brand image) on the effects of self-connection
between the brand ,and verify the regulatory role of the consumer's degree of complexity and self-respect
construction to that effect . The results showed that: Compared to one-dimensional symbolic brand image, with a
multi-dimensional brand image of the symbolic link in the impact of self-branding is more active; self-complexity
and self-construal will be a symbol of the multi-dimensional nature of regulation (one-dimensional) and self-brand
connection

DETAILS

Subject: Business administration

Classification: 0310: Business administration

Identifier / keyword: (UMI)AAI10500623 Social sciences

Number of pages: 0

Degree date: 2011

School code: 9091

Source: DAI-C 75/02, Dissertation Abstracts International

Place of publication: Ann Arbor

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Country of publication: United States

Advisor: Wang, Zhang Zheng

University/institution: Wuhan University (People's Republic of China)

University location: Peoples Republic of China

Degree: Master

Source type: Dissertation or Thesis

Language: Chinese

Document type: Dissertation/Thesis

Dissertation/thesis number: 10500623

ProQuest document ID: 1870397407

Document URL: https://www.proquest.com/dissertations-theses/impact-dual-symbolic-brand-image-

single/docview/1870397407/se-2?accountid=31785

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 Bibliography
Citation style: APA 6th - American Psychological Association, 6th Edition

Zhou, W. G. (2011). The impact of dual-symbolic brand image and single-symbolic brand image (10500623).
Available from ProQuest Dissertations & Theses Global. (1870397407). Retrieved from
https://www.proquest.com/dissertations-theses/impact-dual-symbolic-brand-image-
single/docview/1870397407/se-2?accountid=31785

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