企业创新活动如何转化为品牌效应:类别化认知的主导机制

发布时间：2018-05-17 07:29

本文选题：创新 + 品牌效应　；参考：《外国经济与管理》2017年03期

【摘要】：品牌效应是创新绩效的重要来源,但企业创新活动如何转化为品牌效应这一基础问题却未受到关注。本研究通过分析消费者的创新反应过程发现,品牌原型驱动的类别化认知加工主导了从创新感知到品牌偏好形成的认知转化过程,且成为品牌效应形成的基本方式。其中,消费者通过感知企业技术创新、产品创新和营销策略创新三类活动,以类别化认知加工方式建构的品牌层面总体知识——品牌原型直接影响品牌偏好,同时通过影响特定的属性层面知识——品牌先进性的建构间接影响品牌偏好,体现了品牌效应形成的主要力量。本研究为企业创新活动转化为品牌效应的认知加工机制提供了基本的分析框架,为创新绩效的来源提供了新的理论解释;为企业通过管理创新感知性来实现最大的品牌效应以维护创新成功,以及培养创新软实力、提升创新绩效等提供了新的启示。
[Abstract]:Brand effect is an important source of innovation performance, but the basic problem of how to transform innovation activity into brand effect has not been paid attention to. By analyzing the process of consumers' innovation response, it is found that brand prototype driven categorization cognitive processing dominates the cognitive transformation process from innovation perception to brand preference formation, and becomes the basic way of brand effect formation. Among them, consumers directly affect brand preference by perceiving enterprise technological innovation, product innovation and marketing strategy innovation. At the same time, brand preference is indirectly influenced by the construction of knowledge-brand advancement at the specific attribute level, which reflects the main force of brand effect formation. This study provides a basic analytical framework for the cognitive processing mechanism of the transformation of enterprise innovation activities into brand effects, and provides a new theoretical explanation for the source of innovation performance. It provides new enlightenment for enterprises to realize maximum brand effect through management innovation perception in order to maintain innovation success, cultivate innovation soft power and improve innovation performance.
【作者单位】：中山大学国际金融学院;中山大学管理学院;北京理工大学管理与经济学院;
【基金】：国家自然科学基金项目(71372152,71372017,71272193) 广东省学科与专业建设专项资金项目(2013WYXM0002)
【分类号】：F273.2;F273.1

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