摘要
品牌资产是企业产品和服务的一个展现,能够给企业带来高额的边际利润和持续的优于竞争对手的竞争优势,是企业人士和理论界共同关心的热点。笔者以中国笔记本电脑市场为背景,以南京师范大学购买笔记本电脑的大学生群体为调查对象,考察了企业形象和品牌忠诚影响品牌资产的进路,由此构建了三者之间的结构方程模型,研究结果为笔记本电脑企业在校园品牌营销和品牌战略提供了现实指导和参考。
As an embodiment of the corporate products and services,the brand asset,which brings high marginal profit and continuous competitive advantages,is a hot spot for both enterprises and researchers.Taking notebook computers as an example,this paper examined how corporate products and brand loyalty influence brand assets through a survey on the students of Nanjing Normal University.The research showed that brand loyalty and good corporate image have positive influence on brand asset while corporate image has no significant effect on brand assets.A structural equation model of the above three ingredients was thereupon constructed.This result will have practical and beneficial effect on campus marketing of notebook computers.
出处
《三江高教》
2011年第1期57-63,共7页
Higher Education of Sanjiang University
关键词
竞争优势
企业形象
品牌忠诚
品牌资产
Competitive Advantage
Corporate Image
Brand Loyalty
Brand Assets
