品牌资产与公司绩效间的关系研究——以郑州市五星级酒店和快餐连锁店为例

The Relationship between Brand Equity and Firms' Performance——Taking Zhengzhou's Five Star Hotels and Fast Restaurants for Example

企业品牌资产尤其是"以顾客为基础的品牌资产",对公司绩效的影响越来越显著。品牌忠诚度、感知质量、品牌意识以及品牌形象是其重要组成部分;并且还与公司绩效之间存在积极的正相关关系。而四个维度与不同类型(五星级酒店和快餐连锁店)公司绩效之间的关系并不完全相同。

A firm＇s brand equity,especially ＂customer-based brand equity,has stronger influences on firms＇ performance. Brand loyalty,perceived quality,brand sense and brand image are important components of＂customer - based brand equity＂;And there is a positive relationship between the components and the firms performance.However,a somewhat different scenario was delineated from the relationship between the components and different firms（in five-star hotel and fast restaurants）performance.