-

::

-10(2013)(2012)(2012) Rao and Monroe (1988)(Morrison, Gan, Dubelaar & Oppewal, 2011)

()(Morrin & Chebat, 2005)Summers and Hebert (2001)(2011)

-Pars and Gulsel (2011):Dobni and Zinkhaml (1990)Chavanat, Martinent and Ferrand (2009)(Ait-Sahalia, Parker & Yogo, 2004)-Park, Jaworski and Maclnnis (1986)(brand concept-imageBCM):(Functional):(Symbolic):(Experiential):

-()Biel (1992)(functional)(soft)1 Biel (1992)

-(2005)(Blackwell, Miniard & Engel, 2006)(Kotler, 1974 )Turley and Milliman(2000)

-()Spangenberg, Crowley, and Henderson (1996):--(Stimulas-Organism-Rosponse)(S)(0)(R):-(approach -avoidance)(Mehrabian & Russel,1974)( Donovan, Rossiter, Marcoolyn, & Nesdale, 1994)-Baker1992(ambient factors):(design factors):(social factors):

-()Kotler(1973)2 Kotler(1973)

(Visual dimension)(Aural dimension)(Olfactory dimension)(Tactile dimension)-Blackwell, Miniard and Engel (2006)(Dodds, Monroe & Grewal, 1991)Schiffman and Kanuk(2004)-()3

Zeithaml(1988)Dodds et al(1991)Schiffman & Kanuk(2004)Blackwell et al(2006)(2011)(2012)()

-4

Milliman (1986)Bellizzi and Hite (1992 )Engel, Blackwell & Miniard ( 1996 )Summers and Hebert (2001)Jacob, Gueguen & Boulbry (2010)Morrison et al (2011)-()4-1

201120112011Vincent and Tianming (2012)-5

Aaker and Keller (1990)Dodds et al. (1991)Kamins and Marks (1991)Keller (1993)Koo, Quarterman, and Flynn (2006)-()5-1

2009201020112012-

-100SPSS

-Park et al (1986)(2012)(2011)(Likert)-()(Functional)(Symbolic)/(Experiential)-Kolter(1973)Baker(1992):(Likert)-()(ambient factors)-()(design factors)(social factors)-Dodds et al(1991)(2011)(Likert)-()/