品牌资产理论研究综述

An Overview of Brand Equity Models Research

品牌资产是品牌经济学研究的前沿。本文从品牌资产概念综述出发,对国外近年来关于品牌资产理论的最新成果进行了梳理。文中重点介绍了品牌资产模型中较为流行的Aaker模型、Keller模型、Biel模型、Netemeyer模型模型和Krishnan模型。并对国内品牌资产研究现状作了简单评价。

Brand equity is a forward theory in brandEconomics research. To start with the concept of brand equity, this paper surveyed and made a clear thread of the latest research achievement in it. The paper mainly introduced the concept of brand equity, connotations and also systematically illustrated some famous models of it, such as Aaker model, Keller model, Biel model, Netemeyer mode, Krishnan model and so on. Some simple reviews were also given on brand equity in China.