品牌价值构成因素的边际效用研究

Marginal Utility Study on Indicator of Brand Equity

本文回顾品牌价值和边际递减理论,认为品牌实质上是一种依附于某类商品上能够满足消费者精神消费需求的"共生"商品,因此边际效用理论同样适用于对品牌的分析。以Keller和Aaker等人研究为基础,提炼出品牌价值构成因素共11个,并选取服装市场上具有代表性的153个品牌为研究对象,通过在国内6个城市2215个消费者和97名业内专家的评价获取一手数据。将153个品牌的品牌价值要素评价均值从大到小排列,进行曲线回归,分析结果发现:无提示知晓度在n≤13.77时呈对数曲线规律,n≥13.77时呈指数曲线规律;有提示知晓度呈指数递减规律;消费者感知评价指标和服装业内人士评价指标呈立方函数曲线递减规律。本研究为企业对品牌价值构成因素的管理控制的横向比较提供预测方法。

After literatures on brand equity and marginal utility theory have been reviewed,brand can be as one of spirit demand so that brand equity becomes one of comprehensive indicator.It is necessary to study the marginal utility diminishing law of brand equity indicators in order to provide reference for brand management.Based on the theory of Keller and Aaker,the indicators of brand equity are refined,and 153 apparel brand chosen are as study objectives to be evaluated by 2215 consumer and 97 industry experts to gain first-hand data.Curvilinear regression analysis result shows that diminishing law of unaided-recall of brand is shown as Logarithms function when n（means ranking）is equal or lesser than 13.77 and Exponent function when n is equal or greater than 13.77 among the 153 brands.The diminishing law of aided-recall of brand is shown as Exponent function.The diminishing law of others indicators of brand equity are shown in Cubic function.The result can provide one predicted method or horizontal comparison on indicator of brand equity for the enterprise.