An Empirical Study on the Relationship between Demographic Characteristics and the Influencing Factors of Brand Sensitivity

DOI

10.2991/icibet.2013.31How to use a DOI?

Abstract

Brand consumption has developed into a kind of culture accepted by more and more consumers. The study on the con-sumer brand sensitivity behavior can pro-vide guidance to the brand marketing of enterprises. The consumer brand sensitiv-ity behavior is affected by some factors, which will vary from different demo-graphic characteristics. In this paper, the author explores the relationship between demographic characteristics and the in-fluencing factors of consumer brand sen-sitivity with the empirical study. The re-sult of variance analysis indicates that the differences between the factors of different socio-subgroup are obvious.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhang Xumei
AU  - Guan Zili
AU  - Li Wei
AU  - Xiangyu Liu
PY  - 2013/03
DA  - 2013/03
TI  - An Empirical Study on the Relationship between Demographic Characteristics and the Influencing Factors of Brand Sensitivity
BT  - Proceedings of the 2013 International Conference on Information, Business and Education Technology (ICIBET 2013)
PB  - Atlantis Press
SP  - 149
EP  - 153
SN  - 1951-6851
UR  - https://doi.org/10.2991/icibet.2013.31
DO  - 10.2991/icibet.2013.31
ID  - Xumei2013/03
ER  -