Abstract: Starting from the relationship between the copper crafts of brand image and purchase intention of the customers, after the detailed comparative study of the evaluation of brand image model, a relatively mature Biel model was selected as the copper handicrafts brand image measurement model, then using the method of combining literature and empirical research, with AHP analysis, the copper handicrafts brand image was evaluated from four dimensions, namely, corporate image, user image, product image and symbol image. The brand images influence mechanism on consumer purchase intention was deeply studied. On the basis of empirical research, the related proposal for the construction of the copper handicrafts enterprises was put forward.

Key words: Biel model, copper handicraft, brand image, AHP, symbol consumption

摘要： 以铜工艺品品牌形象与消费者购买意愿之间的关系为研究出发点，在对品牌形象评价模型详细比较研究后，选取比较成熟的贝尔（Biel）模型作为铜工艺品品牌形象测量模型，运用文献与实证相结合的研究方法，采用AHP分析法，从公司形象、使用者形象、产品形象和符号形象4个维度对铜工艺品品牌形象进行评价，深入研究品牌形象对消费者购买意愿的影响机理。在实证研究的基础上，提出铜工艺品企业品牌建设的相关建议。

关键词: 贝尔模型, 铜工艺品, 品牌形象, AHP, 符号消费