基于B2B2C视角的B2B品牌资产影响因素研究

发布时间：2018-06-18 03:53

本文选题：品牌资产 + 终端市场　；参考：《当代财经》2014年06期

【摘要】：目前B2B品牌价值日益显现,有关B2B品牌资产的来源问题也受到学术界重视,但B2B品牌资产是否受到B2C市场的影响,理论界的解释尚不充分。基于B2B2C视角,引入终端市场拉力和品牌敏感度作为中介变量,以品牌忠诚度作为因变量探讨了B2B成分品牌资产来源问题。调查发现:成分显示度、成分资源性、成分复杂性、消费市场投入均对终端市场拉力有正向影响,服务支持对其影响不显著;成分资源性、消费市场投入以及服务支持对品牌敏感度有正向影响,成分显示度和成分复杂性对其影响不显著;终端市场拉力和品牌敏感度都正向影响品牌忠诚度。上述结论为B2B企业实施跨位营销、联合营销,扩大产业链影响提供了理论依据。
[Abstract]:At present, the value of B2B brand is becoming more and more apparent. The source of B2B brand assets has been paid more attention by academic circles. But whether the B2B brand assets are influenced by the B2C market, the explanation of the theoretical circle is not sufficient. Based on the B2B2C perspective, the terminal market pull and brand sensitivity are introduced as the intermediary variable and the brand loyalty is used as the dependent variable to discuss B2B The survey found that the component display degree, the composition resource, the composition complexity, the consumption market input all have a positive impact on the terminal market pull, and the service support has no significant impact on it. The component resource, the consumer market input and the service support have a positive impact on the brand sensitivity, the component display and the composition recovery. The impact of miscellaneous nature is not significant; both terminal market pull and brand sensitivity have a positive impact on brand loyalty. These conclusions provide a theoretical basis for B2B enterprises to carry out cross marketing, joint marketing, and expand the impact of industrial chain.
【作者单位】：东北林业大学经济管理学院;南开大学商学院;
【基金】：国家自然科学基金青年项目(71302065) 中央高校基本科研业务项目(2572014CC05)
【分类号】：F274

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