品牌资产存量价值变动的前因机制研究——基于品牌形象的中介效应

发布时间：2018-01-24 13:27

本文关键词： 品牌资产存量价值品牌形象品牌管理中介效应　出处：《技术经济与管理研究》2015年01期 　论文类型：期刊论文

【摘要】：从消费者视角而论,品牌资产存量价值变动的前因机制是一个理论黑箱。基于品牌形象的中介效应,通过调查问卷采集样本数据和采用多元回归分析方法对该理论黑箱进行了探索,发现社会舆论和消费体验是显著导致品牌资产存量价值发生变动的两个基本前因要素,它们影响品牌资产存量价值变动的具体路径为:社会舆论因素一方面直接对品牌资产存量价值变动产生影响,另一方面通过品牌形象的诚信维度、名望维度和物有所值维度的部分中介效应来间接对品牌资产存量价值变动产生影响;消费体验因素则通过品牌形象的物有所值维度的完全中介效应间接对品牌资产存量价值变动产生影响。研究结果表明企业应重视品牌形象的中介效应并通过社会舆论、消费体验这两个路径来防范品牌资产的消散和促进品牌资产的保值、增值。
[Abstract]:From the perspective of consumers, the antecedent mechanism of brand equity stock value change is a theoretical black box. This paper explores the black box of the theory by collecting sample data from questionnaire and adopting multiple regression analysis method. It is found that public opinion and consumption experience are two basic antecedents that cause significant changes in the stock value of brand equity. On the one hand, the factors of public opinion have a direct impact on the change of stock value of brand equity, on the other hand, through the credibility dimension of brand image. Some intermediary effects of reputation dimension and value for money dimension indirectly affect the change of stock value of brand equity; The factors of consumption experience indirectly influence the change of stock value of brand equity through the complete intermediary effect of the value for money dimension of brand image. The results show that enterprises should attach importance to the intermediary effect of brand image and through the society. Public opinion. The two paths of consumption experience prevent the dissipation of brand equity and promote the preservation and appreciation of brand equity.
【作者单位】：西南政法大学管理学院;
【分类号】：F273.2
【正文快照】： 在激烈的市场竞争中,品牌资产已成为一种基本的无形资产与战略资源,是一个与租值或收入溢价紧密联系的概念[1,2]。多年以来,尽管学术界对品牌资产价值的生成机理取得了丰硕的研究成果,但对先期已生成、固化下来的品牌资产价值(即品牌资产存量价值)动态变化的影响机制,近些年来

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