国外品牌资产研究进展

Research Progress of Brand Equity:A Literature Review

对品牌资产的研究在进入21世纪后并没有减弱,涌现出了大量的研究文献。本文将这些文献归纳为四个方面:评估方法研究、交叉学科的引入、品牌资产与其他因素相互影响研究及其他类研究。对国外品牌资产的最新研究成果进行总结和梳理,对了解和把握其研究前沿,找准未来研究趋势都具有重要意义。

In the 21st century, brand equity research has not diminished but emerged a large number of related literatures. This article stresses for these literatures to the brand equity assessment method, the using of cross-discipline, mutual influence of brand equity and other factors and other research. Summing up and organizing the foreign latest research results that can understand and grasp the forefront of brand equity, identify the future direction of research.