基于关系视角的品牌资产研究

Brand Equity Research from Perspective of Relationship

在品牌资产的研究领域中,基于顾客的品牌资产(CBBE)研究在较长一段时间里都是作为品牌资产研究的主流范式影响着学术界及企业。随着CBBE研究的缺点不断呈现,许多学者提出了消费者—品牌关系的品牌资产研究来试图解决CBBE研究中遇到的挑战。然而,这一新的基于关系视角的品牌资产研究在其关系的界定上仍然存在一定缺陷。文章试图通过梳理关系营销这一基础理论,来从新定义基于关系视角的品牌资产。

In the research field of brand equity, Customer Based Brand Equity （CBBE） is the mainstream paradigm for quite a long time influencing the academic world and enterprises. As the defects of CBBE research constantly appear, many scholars propose customer-brand relationship based brand equity research to solve the challenges met in CBBE Research. However, there is still difficulty in the definition of the relationship. This article tries to give a new definition of relationship based brand equity through analyzing the basic theory of relationship marketing.