摘要
在现今的经济环境中，产品越来越趋于同质化，在这样的背景下，企业
想要在市场竞争中谋求生存，则需借助于品牌，而企业家是品牌最好的代言
人，企业家的一言一行均会影响到企业品牌形象，会改变消费者的品牌认知
企业家通过其前台化行为来和消费者形成互动关系，消费者通过企业家前台
化行为来了解企业家，因而，企业家的前台化行为对品牌认知具有着重要的
影响，基于上述背景本文想要探究企业家前台化行为对品牌认知的影响
本文通过对理论和已有文献的总结构建了本文的模型，本文的数据获取
方式为问卷调查法，共收集有效数据305份，运用SPSS 20.0对所收集到了
数据进行定量分析，分析结果表明，企业家前台化行为对品牌认知的四个维
度：品牌知名度、品牌美誉度、品牌联想度与品牌忠诚度均具有显著的影响；
消费者企业家依恋在企业家前台化行为与品牌认知四个维度的关系中均起到
中介作用；消费者对企业家形象评价在企业家前台化行为与品牌知名度及品
牌联想度的关系中存在中介作用，而在企业家前台化行为与品牌美誉度及品
牌忠诚度的关系中，中介作用不显著
最终，本文基于数据分析对假设结果进行了讨论，并根据本文的研究结
果对管理实践提出了相关建议，为企业家参与品牌建设及宣传、如何实施前
台化行为及如何树立企业良好形象提出了建议
关键词：企业家前台化行为；品牌认知；企业家形象；企业家依恋
哈尔滨工业大学管理学硕士学位论文
- II -
Abstract
In today's economic environment, the homogeneity of products is getting
more and more serious. Brand becomes an important role if the company wants
to win the competition. And entrepreneur is the best endorser for the brand. What
the entrepreneur has said and done will affect the company`s brand image and
will change the brand awareness of consumers. Entrepreneurs interact with
consumers through their front stage behavior. And consumers know more about
entrepreneurs through the entrepreneur`s front stage behavior. Therefore,
entrepreneur`s front stage behavior can affect brand awareness profoundly. Based
on the background above, this paper wants to explore the impact of
entrepreneur`s front stage behavior on brand awareness.
This paper constructs the model of this paper by reviewing of related theory
and the existing literature. The method of data collection for this paper is
questionnaire survey method. 305 valid data has been collected in total .And we
use SPSS 20.0 to analyze the collected data. The analysis results show that
entrepreneur`s front stage behavior has a significant impact on the four
dimensions of brand awareness: brand awareness, brand reputation, brand
association and brand loyalty; consumers` entrepreneur attachment plays an
mediating role in the relationship between entrepreneur`s front stage behavior
and the four dimensions of brand awareness;the consumers` evaluation of the
entrepreneurial image has a mediating role in the relationship between
entrepreneur's front stage behavior and brand awareness & brand association,
while between entrepreneur's front stage behavior and brand reputation &brand
loyalty, the mediating effect is not significant.
In the end, this paper discusses the results of hypothesis based on data
analysis, and gives some suggestion on management based on the findings of this
paper. It provides suggestions for entrepreneurs to participate in brand building
and propaganda. And as for how to implement entrepreneur`s front stage
behavior and how to establish a good corporate image, it also provides
suggestion.
Keywords: entrepreneur`s front-stage behavior, brand awareness, entrepreneur
image, entrepreneur attachment。