基于市场性资产的品牌价值二维矩阵模型构建
发布时间：2019-01-19 19:34
【摘要】：本文基于市场性资产理论,以2014年Interbrand公布的全球品牌价值榜单100强为研究对象,通过建立二维矩阵模型,考察企业研发强度和企业形象宣传强度对品牌价值的影响。结果表明,奢侈快消媒体类企业主要靠大量广告宣传创造品牌价值,而科技类企业则主要靠研发投入形成自身品牌;同时在科技类企业中,广告宣传投入对品牌有一定的价值增强作用。
[Abstract]:Based on the theory of market assets, this paper studies the influence of enterprise R & D intensity and corporate image propaganda intensity on brand value by using the global brand value list published by Interbrand in 2014 as the research object. The results show that the media enterprises mainly rely on a lot of advertising to create brand value, while the technology enterprises mainly rely on R & D investment to form their own brand. At the same time in science and technology enterprises, advertising investment has a certain value to enhance the brand.
【作者单位】： 东华大学旭日工商管理学院;
【分类号】：F279.2
[Abstract]:Based on the theory of market assets, this paper studies the influence of enterprise R & D intensity and corporate image propaganda intensity on brand value by using the global brand value list published by Interbrand in 2014 as the research object. The results show that the media enterprises mainly rely on a lot of advertising to create brand value, while the technology enterprises mainly rely on R & D investment to form their own brand. At the same time in science and technology enterprises, advertising investment has a certain value to enhance the brand.
【作者单位】： 东华大学旭日工商管理学院;
【分类号】：F279.2
【参考文献】
相关期刊论文 前3条
1 孙维峰;黄祖辉;;广告支出、研发支出与企业绩效[J];科研管理;2013年02期
2 王晓灵;;品牌价值的结构、影响因素及评价指标体系研究[J];现代管理科学;2010年11期
3 张q，
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