品牌价值共创的关键维度及其对顾客认知与品牌绩效的影响:产业服务情境的实证研究

发布时间：2018-12-11 23:21

【摘要】：近期品牌文献开始将研究边界从消费市场转向组织市场,但仍缺乏对产业服务品牌的足够关注。此外,文献遵循传统的品牌价值链模型,将品牌价值的产生聚焦于企业单方面的营销策略,并未考虑多重利益相关者的互动和价值共同创造活动。本研究将服务主导逻辑的思维范式整合到品牌研究领域,首先根据三家产业服务企业的定性访谈识别了品牌价值共创活动的关键维度,并确立研究框架,进而通过258对产业服务提供商与客户企业的问卷调查对品牌价值共创的维度及其对品牌绩效的影响进行验证。研究提取了四组利益相关者界面上八个维度的品牌价值共创活动,这些活动直接或间接影响品牌价值的顾客认知以及最终的品牌绩效。论文是首个基于服务主导逻辑的视角对产业品牌价值的形成机理进行的实证探索,研究结论具有启发产业服务企业关注多重利益相关者构建的社会网络中的互动性价值共创活动,以此提升品牌管理绩效。
[Abstract]:The recent brand literature began to shift the research boundary from the consumer market to the organizational market, but there is still a lack of sufficient attention to industrial service brands. In addition, the literature follows the traditional brand value chain model, focusing on the production of brand value on the unilateral marketing strategy of enterprises, without considering the interaction of multiple stakeholders and value co-creation activities. This study integrates the thinking paradigm of service-oriented logic into the field of brand research. Firstly, according to the qualitative interviews of three industry service enterprises, the key dimensions of brand value creation activities are identified, and the research framework is established. Furthermore, it verifies the dimension of brand value creation and its influence on brand performance through 258 questionnaires of industry service providers and customer enterprises. The study extracted four groups of stakeholder interface on the eight dimensions of brand value creation activities, these activities directly or indirectly affect the brand value of customer cognition and the final brand performance. This paper is the first empirical study on the formation mechanism of industrial brand value from the perspective of service-oriented logic. The conclusion of the study can inspire industry service enterprises to pay attention to the interactive value creation activities in the social network constructed by multiple stakeholders in order to improve the brand management performance.
【作者单位】：华中科技大学管理学院工商管理系;华中科技大学管理学院;
【基金】：国家自然科学基金项目(71272125) 中央高校基本科研业务费研究项目(2011WB011)资助
【分类号】：F273.2

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