The Study of High-tech Brand Image Synthetic Appraisal Model by Factor Analysis Method - An Example from Mobile Phone

摘要

The brand image is the consumers' overall view to the brand, it have important influence to consumers' purchases behavior. This article takes mobile phone as analysis object, establishes high-tech brand image synthetic appraisal model including 6 dimensions and 21 factors ,also uses this model to analyze comprehensive image and essential factors of certain main mobile phone brands.