摘要
本文从消费者态度方面对品牌资产评估进行实证研究。通过因子分析 ,分别得到七个基于消费者的品牌资产评估维度 ,其中公共因子包括 :品牌忠诚、品牌形象、企业家形象和品牌支持 ,基本公共因子包括品牌创新和品牌韧性 ,特殊因子包括品牌延伸、品牌扩张、品牌价值和品牌宣传。本文还讨论了研究的意义和未来研究的方向。
This study explores the common factors of consumer-based brand equity empirically. Taking three kinds of products as samples, the authors found seven group consumer-based factors employing factor analysis. The common factors include: brand loyalty, brand image, entrepreneur image and brand support. They also share brand innovation and brand tenacity mostly. The special factors include: brand extension, brand expansion and brand value. The authors also give the practical implications of this study and indicate the further research direction.
出处
《财经科学》
CSSCI
北大核心
2005年第1期75-80,共6页
Finance & Economics
