摘要
目前,国内外品牌资产的研究大都从企业或消费者单一角度出发,对品牌资产概念和外延体系及其品牌资产管理模式等方面进行研究,对品牌资产生成的研究甚为罕见。本文从信息经济学中信号理论的观点出发,对在品牌资产生成中信息传递的特殊作用、传递机理以及品牌资产生成路径进行了系统的分析,并首次提出只有建立企业与消费者的互动关系,企业与消费者才能最有效地传递和解读双方所发出的品牌信号,使得品牌信号的信息含量最充分地在企业和消费者之间传递,从而使品牌资产得以生成并在不断演进中增值。
Most current academic research on brand equity focuses on the conceptual framework and its extensions,these research seldom touches the formation process of brand equity. The authors have conducted systematic analysis on the special role of brand equity in the process of information transmission,its transmission mechanism and the generative path of brand equity. The authors are the first to point out the fact that only by establishing interactive relations between the enterprise and the customer,can they send and interpret brand signals effectively. Only through this interactive relation,can brand signals be amply transmitted between the enterprise and the customer,and thus brand equity will be generated and appreciated continuously.
出处
《中国工业经济》
CSSCI
北大核心
2005年第10期113-120,共8页
China Industrial Economics
基金
国家自然科学基金项目"基于企业和消费者互动的品牌资产生成路径及其管理研究"(批准号70472042)
广东省自然科学基金项目"珠三角企业品牌资产生成路径和管理研究("批准号04010441)
关键词
品牌资产
信息经济学
品牌信号
生成路径
互动
brand equity
information economics
brand signal
generative path
interaction
