龙头企业负面信息对企业品牌资产的影响

发布时间：2018-05-20 00:37

本文选题：龙头企业 + 负面信息　；参考：《企业经济》2015年04期

【摘要】：本文通过对336名普通消费者进行问卷调查,利用结构方程模型实证分析了龙头企业负面信息对企业品牌资产的影响。研究结果显示,负面信息的三个维度度,即可靠性、强度及广度对顾客感知风险具有显著的正向影响,但三者的影响程度呈现出一定的差异,感知风险越高,对企业品牌资产的负面影响就越大大;多群组分析发现,关系品质在负面信息对顾客感知风险的影响中起着调节效应,高关系品质顾客感知风险较小,低关系品质顾客感知风险较大大;最后后,根据研究结论,从弱化顾客感知风险及提升关系品质两个方面提出建议,旨在降低负面信息对龙头企业品牌资产的影响。
[Abstract]:Based on a questionnaire survey of 336 ordinary consumers, this paper empirically analyzes the influence of negative information of leading enterprises on corporate brand equity by using structural equation model. The results show that the three dimensions of negative information, namely, reliability, intensity and breadth, have a significant positive impact on customer perceived risk, but there are some differences among the three dimensions, and the higher the perceived risk, the higher the perceived risk. Multi-group analysis shows that relationship quality plays a moderating role in the influence of negative information on customer perceived risk, and high quality customer perceived risk is small. At last, according to the conclusion of the research, some suggestions are put forward from the aspects of weakening customer perceived risk and improving relationship quality, in order to reduce the influence of negative information on the brand equity of leading enterprises.
【作者单位】：江西农业大学园林与艺术学院;江西农业大学经济管理学院;
【基金】：国家自然科学基金项目“农村居民低碳能源消费行为形成机制及引导政策研究——以鄱阳湖生态经济区为例”(批准号准号:71363028) 江西省社科规划课题“鄱阳湖生态经济区内农村居民低碳能源消费行为影响因素及推进政策研究”(批准号批准号:14GL07)
【分类号】：F273.2

【参考文献】