摘要
文章在文献回顾的基础上,构建了品牌资产、品牌认知和品牌信任之间的关系的概念模型,针对移动通讯服务的特殊情况,借鉴前人的基础上设计量表,并通过563个样本的调查进行实证分析,运用结构方程模型对概念模型进行了检验和修正。结果表明品牌形象认知对品牌资产有直接正向影响,并通过品牌价值认知、品牌信任对品牌资产产生间接影响;品牌价值认知对品牌资产有直接的负向影响,但是通过品牌信任对品牌资产有间接的正向影响;品牌信任对品牌资产有直接的正向影响。在此基础上,文章提出了注重品牌形象塑造与沟通、增进消费者信任等针对企业的建议。
Based on literature revieiw, this article develops the conceptual model on the relationship among the brand equity, brand awareness and brand trust. According to the characteristics of mobile communication service. 563 samples are analyzed empirically and the scale design is made referring to the previous research to test and modify the model. The result indicates that the brand image aware- ness has direct and positive eft^et on the brand equity and has indirect effect through brand value awareness and brand trust; brand value awareness has direct negative effect on the brand equity but indirect positive effect brand trust and brand trust has direct and positive effect on the brand equity. Thus, this article proposes some suggestions for the enterprises regarding to the importance of brand image built - up ＆ coordination and improve the brand trust of consumers.
出处
《华东经济管理》
CSSCI
2011年第3期99-103,共5页
East China Economic Management
基金
重庆市社科基金(2006-JJ38)
重庆大学青年社科基金项目(CDSK2006-14)
