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基于消费者视角的品牌资产维度实证研究 被引量:2

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摘要 在当前消费背景下,消费者的购买决策在一定程度上受到品牌的影响,这是人类需要满足规律的表现,为此要求企业必须重视品牌建设。本文以休闲服装消费者为样本,在前人研究的基础上,从消费者视角对品牌资产维度进行实证研究,得出以休闲服装品牌为研究载体的品牌资产维度,为相关企业进行品牌资产建设、评估等市场活动奠定一定的基础。
作者 黄义兵
出处 《枣庄学院学报》 2011年第3期60-64,共5页 Journal of Zaozhuang University
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