| 高新技术企业品牌关系驱动力和品牌资产研究 |
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| 引用本文： | 唐小飞,汪阳,王春国,鲁平俊.高新技术企业品牌关系驱动力和品牌资产研究[J].科研管理,2017,38(12):70-77. |
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| 作者姓名： | 唐小飞 汪阳 王春国 鲁平俊 |
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| 作者单位： | 1西南财经大学西部商学院,四川 成都611130;;
2西南财经大学工商管理学院,四川 成都611130;;
3兰州财经大学工商管理学院,甘肃 兰州730020；;
4云南财经大学商学院，云南 昆明650221 |
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| 基金项目： | 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) 和西南财经大学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) 。
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| 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。
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| 关 键 词： | 品牌原型 品牌关系情感 品牌关系驱动力 品牌资产 |
| 收稿时间： | 2017-05-10 |
A research on brand relationship driving force and brand equity of high tech enterprises |
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| Tang Xiaofei,Wang Yang,Wang Chunguo,Lu Pingjun.A research on brand relationship driving force and brand equity of high tech enterprises[J].Science Research Management,2017,38(12):70-77. |
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| Authors: | Tang Xiaofei Wang Yang Wang Chunguo Lu Pingjun |
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| Institution: | 1. Western Business School，Southwestern University of Finance and Economics，Chengdu 611130，Sichuan，China; ;
2. School of Business Administration，Southwestern University of Finance and Economics，Chengdu 611130, Sichuan, China; ;
3. School of Business Administration, Lanzhou University of Finance and Economics, Lanzhou 730020, Gansu, China; ;
4. School of Business Administration, Yunnan University of Finance and Economics，Kunming 650221 , Yunnan , China |
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| Abstract: | There have been three general models to evaluate brand equity: financial market-based brand equity, product market-based brand equity and customer-based brand equity (CBBE). And CBBE model is in the domain of brand equity research. Then, is there a need for the fourth model to evaluate brand equity from other perspective? Recently some researchers point out that CBBE model based on the “cognitive” paradigm suffers from challenges with new norms and disciplines integrated into the brand equity field. So the new model to measure brand equity is needed. The author constructs the fourth brand equity model---interaction-based brand equity (IBBE) initially in the global marketing research. The IBBE model demonstrates the dimensions and correlations of brand prototype, brand relationship emotions and brand equity. And brand relationship driving force as the key variable is firstly introduced into the brand equity model. The IBBE model can not only overcome the limitations of the three brand equity models proposed previously but also make a comprehensive evaluation of brand equity under an uncertain environment. The findings can improve measurement and management of brand equity and the present research can contribute more to promoting China’s brand equity research, giving rise to brand equity theory development in the world. |
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| Keywords: | brand prototype brand relationship affection brand relationship-driving force brand equity |
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