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基于顾客视角的B2C网站品牌资产影响要素实证研究 被引量：1

A Customer-Based Study of the Factors which Affect the Brand Equity of B2C Shopping Website Brand Equity
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摘要 利用关系范式研究顾客视角下的B2C网站品牌资产影响要素有重要意义。顾客视角下B2C网站品牌资产影响要素金字塔模型。社交体验及关系价值对B2C购物网站品牌资产有着重要意义,品牌资产包括顾客感知和顾客行为两个层面。 Using the paradigm of, guanxi, this paper studied the factors which affect the brand equity of B2C shopping website from the perspective of the customer. It built a pyramid model of brand equity of B2C shopping website from the perspective of customer. Social experience and relationship value have a significant influence on brand equity of B2C website. Brand equity consists of customer perception and customer behavior.
作者 何旺兵 胡正明
机构地区 山东大学管理学院
出处 《企业活力》 2012年第3期25-30,共6页 Enterprise Vitality
关键词 顾客视角 品牌资产 B2C 关系范式 customer-based brand equity B2C guanxi paradigm
分类号 F713 [经济管理—产业经济]
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参考文献19

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企业活力
2012年 第3期

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