公司识别、形象、声誉和绩效:研究框架及其进展

Corporate Identity, Image, Reputation and Performance： Research Framework and Process

公司品牌研究作为一个多学科交叉的研究领域,存在着术语运用混乱及各学科研究成果不能交融的现象。文章通过对该领域已有研究成果的整合,界定出公司品牌研究的四个基本主题：公司识别、公司形象、公司声誉和公司绩效,并将四个主题依据品牌资产生成路径的逻辑关系构建研究框架：公司品牌价值链。文章依据该模型界定出这四个概念各自的内涵与相互之间的关系,并指明各个领域存在的未来研究方向。最后,文章讨论了该模型为公司品牌建设实践带来的启示。

As a multi-disciplinary field, there exists much confusion of the term using and the phenomenon that the various disciplines research achievements can＇t blend in corporate brand research area. The purpose of this paper was to integrate existing researches in this field and define four basic themes of the area, including corporate identity, image, reputation and performance across different academic disciplines Specifically, we proposed a ti＇amework encompassing above concepts used corporate brand value chain. In the light of the model, we defined the connotation and relationships among these lbur concepts. Furthermore, the study also specified the future research directions in the field. Finally, the paper discussed the implications of the model for the practice of corporate brand building.