摘要
目前对品牌竞争力的认识及测量均存在较大的差异,产生差异的根本原因在于,没有将生成品牌竞争力的解释性变量和表现品牌竞争力的显示性变量区分开来。从消费者认知出发进行定性研究,可将生成品牌竞争力的解释性变量归纳为:品牌归属、品牌产品、品牌识别、品牌喻义、品牌人性化五个层面。
There are many differences on definitions and measuring of brand competence because many people did not differentiate the explanation variables and demonstrate variables when they explored brand competence. In this paper, the author explored the construction of brand competence (brand source, brand product, brand identity, brand symbol, brand personality) based on Depth Interview.
出处
《上海市经济管理干部学院学报》
2009年第2期43-47,共5页
Journal of Shanghai Economic Management College
关键词
消费者认知
品牌竞争力
体系
consumers' cognition
brand competence
system