高新技术企业品牌关系驱动力和品牌资产研究

发布时间：2018-05-07 00:16

本文选题：品牌原型 + 品牌关系情感　；参考：《科研管理》2017年12期

【摘要】：当前,对品牌忠诚进行衡量的品牌资产模型仍局限于传统的基于顾客视角、产品市场产出和金融市场产出三种基本的评估模式,上述三种模式均存在着固有的局限。因此,本文以社会认知理论为基础,构建了基于品牌关系驱动力的品牌资产评价模式,并以概念模型全面的演绎了品牌资产的形成结构。本文采用实验研究与实证研究相结合的方法对理论模型进行检验,研究发现:品牌原型(组合)正向影响品牌资产(组合)与品牌关系情感(组合);品牌关系驱动力既正向调节品牌原型和品牌资产之间的关系,也正向调节品牌原型和品牌关系情感之间的关系。理论模型增强了对不确定情境下的品牌资产做出全面评价的能力,提高了品牌资产评价的科学性和可操作性。
[Abstract]:At present, the brand equity model which measures brand loyalty is still limited to the traditional three basic evaluation models based on customer perspective, product market output and financial market output, all of which have inherent limitations. Therefore, based on the theory of social cognition, this paper constructs a brand equity evaluation model based on the driving force of brand relationship, and deduces the formation structure of brand equity based on the conceptual model. This paper uses the method of combining experimental research with empirical research to test the theoretical model. It is found that the brand archetype (combination) positively affects the relationship between brand equity (portfolio) and brand relationship emotion (combination); the driving force of brand relationship not only positively regulates the relationship between brand prototype and brand equity, It also positively regulates the relationship between brand archetype and brand relationship emotion. The theoretical model enhances the ability to make a comprehensive evaluation of brand equity under uncertain circumstances, and improves the scientificity and maneuverability of brand equity evaluation.
【作者单位】：西南财经大学西部商学院;西南财经大学工商管理学院;兰州财经大学工商管理学院;云南财经大学商学院;
【基金】：国家自然科学基金面上资助项目“品牌关系驱动力作用下的品牌资产产出模型研究”(项目编号:71372209;起止时间:2014.1-2017.12);国家自然科学基金资助重点项目“网络环境下的新型定价模式研究”(项目编号:71331004;起止时间:2014.1-2018.12) 西南财经大学2015年度重大理论基础研究项目“基于互联网大系统的产品定位研究”(项目编号:JBK151135;起至时间2015.7-2017.7)
【分类号】：F273.2;F276.44

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