公司品牌对品牌资产的影响机制——内、外部利益相关者视角
发布时间：2019-04-19 13:46
【摘要】：在品牌国际化的过程中,跨国公司非常重视公司品牌战略。现有文献主要基于外部利益相关者视角,研究公司形象对消费者购买决策的影响,很少有文献基于内、外部利益相关者视角,全面地研究公司品牌对内、外部利益相关者的共同影响。笔者引入品牌资产理论,构建公司品牌的三个维度对内、外部品牌资产的影响机制模型,使用问卷调查法,面向巧虎公司的员工与顾客收集数据,将两者进行一一对应配对,运用结构方程模型分析数据,研究发现:公司愿景影响内部品牌资产,并进一步通过内-外部利益相关者互动,间接影响外部品牌资产;公司文化影响内部品牌资产;公司形象影响外部品牌资产。研究结果表明,公司品牌的三个维度对内、外部利益相关者的影响是不同的,基于内、外部利益相关者视角,全面地分析公司品牌对内、外部利益相关者的影响十分重要;在跨国公司打造强势公司品牌、提升品牌资产的过程中,内-外部利益相关者互动是连接内、外部品牌资产的重要桥梁。
[Abstract]:In the process of brand internationalization, multinational companies attach great importance to the company's brand strategy. The existing literature is mainly based on the perspective of external stakeholders, to study the impact of corporate image on consumer purchase decisions, few documents based on internal, external stakeholder perspective, a comprehensive study of the company's internal brand, The joint influence of external stakeholders. The author introduces the theory of brand equity, constructs the influence mechanism model of internal and external brand equity in three dimensions of company brand, uses the questionnaire survey method, collects data for the employee and customer of Qiaohu Company, and matches them one by one. Using the structural equation model to analyze the data, it is found that the corporate vision affects the internal brand equity, and further affects the external brand equity indirectly through the interaction between the internal and external stakeholders; Corporate culture affects internal brand equity; corporate image affects external brand equity. The results show that the influence of external stakeholders is different among the three dimensions of corporate brand. Based on the perspective of internal and external stakeholders, it is very important to analyze the impact of internal and external stakeholders on the corporate brand in an all-round way. The interaction between internal and external stakeholders is an important bridge between internal and external brand equity in the process of multinational corporation building strong company brand and promoting brand equity.
【作者单位】： 北方工业大学经济管理学院;新疆财经大学新疆企业发展研究中心;中央财经大学商学院;新疆财经大学;
【基金】：教育部人文社会科学研究青年基金项目“内、外部利益相关者视角下的公司品牌研究:概念、维度和作用机制”(14YJC630167) 国家自然科学基金项目“反恐维稳背景下新疆区域形象的维度与形成机制研究”(71662031) 北方工业大学青年拔尖人才培育计划“基于互联网的品牌创新研究”(XN018037);北方工业大学优势(建设)学科项目(XN081);北方工业大学科研创新团队项目(XN018008) 新疆维吾尔自治区普通高等学校人文社会科学基地基金项目“新疆纺织企业竞争力研究”(050215C01)
【分类号】：F273.2
本文编号：2460995
[Abstract]:In the process of brand internationalization, multinational companies attach great importance to the company's brand strategy. The existing literature is mainly based on the perspective of external stakeholders, to study the impact of corporate image on consumer purchase decisions, few documents based on internal, external stakeholder perspective, a comprehensive study of the company's internal brand, The joint influence of external stakeholders. The author introduces the theory of brand equity, constructs the influence mechanism model of internal and external brand equity in three dimensions of company brand, uses the questionnaire survey method, collects data for the employee and customer of Qiaohu Company, and matches them one by one. Using the structural equation model to analyze the data, it is found that the corporate vision affects the internal brand equity, and further affects the external brand equity indirectly through the interaction between the internal and external stakeholders; Corporate culture affects internal brand equity; corporate image affects external brand equity. The results show that the influence of external stakeholders is different among the three dimensions of corporate brand. Based on the perspective of internal and external stakeholders, it is very important to analyze the impact of internal and external stakeholders on the corporate brand in an all-round way. The interaction between internal and external stakeholders is an important bridge between internal and external brand equity in the process of multinational corporation building strong company brand and promoting brand equity.
【作者单位】： 北方工业大学经济管理学院;新疆财经大学新疆企业发展研究中心;中央财经大学商学院;新疆财经大学;
【基金】：教育部人文社会科学研究青年基金项目“内、外部利益相关者视角下的公司品牌研究:概念、维度和作用机制”(14YJC630167) 国家自然科学基金项目“反恐维稳背景下新疆区域形象的维度与形成机制研究”(71662031) 北方工业大学青年拔尖人才培育计划“基于互联网的品牌创新研究”(XN018037);北方工业大学优势(建设)学科项目(XN081);北方工业大学科研创新团队项目(XN018008) 新疆维吾尔自治区普通高等学校人文社会科学基地基金项目“新疆纺织企业竞争力研究”(050215C01)
【分类号】：F273.2
【相似文献】
相关期刊论文 前9条
1 孙作林;;中小企业发展的外部利益相关者分析[J];商场现代化;2007年16期
2 陈存志;刘苹;王常青;朱石燕;陈华东;;外部利益相关者对职业体育俱乐部发展的影响[J];首都体育学院学报;2009年03期
3 姜文杰;;集群制造企业与外部利益相关者战略合作的动因分析——浙江长兴的案例[J];经济论坛;2007年03期
4 张双全;;创建和谐提高企业核心竞争力[J];陕西煤炭;2007年04期
5 贺远琼;田志龙;;外部利益相关者对企业规范化行为的影响研究[J];华东经济管理;2005年11期
6 姜文杰;;集群制造企业与外部利益相关者合作战略——浙江长兴的案例[J];华东经济管理;2007年04期
7 王浩;;管理时尚因何流行[J];商场现代化;2008年06期
8 付芳艳;;社会责任环境下企业的战略决策[J];商业文化(下半月);2012年02期
9 王凌云,刘厚军,张龙;论外部利益相关者对企业战略成功的影响及其启示[J];软科学;2003年06期
相关重要报纸文章 前1条
1 记者 陈昌成;社会责任感成优秀企业家标识[N];中国企业报;2007年
，本文编号：2460995
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2460995.html
