摘要
本文界定了公司社会营销与基于顾客品牌权益,从六个方面论述了公司社会营销对基于顾客品牌权益的影响,同时提出了进行公司社会营销的一些方法。
Brand equity is a concept that is brought forward from western advetising in 1980s,The corporate societal marketing （CSM）is a method that markeing managers like to use under the situation of drastic competition. This article, from the point of individual customer, combines the literatures in and abroad with the facts in China market to analyze the effect that CSM program acts on customer - based brand equity .The effects include building brand awareness, enhancing brand image, esablishing brand credibility, evoking brand feelings, creating a senes of brand community, and eliciting brand engagement.
出处
《商业经济与管理》
CSSCI
北大核心
2005年第12期64-68,共5页
Journal of Business Economics
关键词
品牌权益
基于顾客的品牌权益
公司社会营销
brand equity
customer - based brand equity
corporate societal marking（CSM）
