品牌资产存量价值变动的前因机制研究——基于品牌形象的中介效应

The Antecedent of Stock Value Variations in Brand Assets——A Study based on the Mediating Effect of Brand Image

从消费者视角而论,品牌资产存量价值变动的前因机制是一个理论黑箱。基于品牌形象的中介效应,通过调查问卷采集样本数据和采用多元回归分析方法对该理论黑箱进行了探索,发现社会舆论和消费体验是显著导致品牌资产存量价值发生变动的两个基本前因要素,它们影响品牌资产存量价值变动的具体路径为:社会舆论因素一方面直接对品牌资产存量价值变动产生影响,另一方面通过品牌形象的诚信维度、名望维度和物有所值维度的部分中介效应来间接对品牌资产存量价值变动产生影响;消费体验因素则通过品牌形象的物有所值维度的完全中介效应间接对品牌资产存量价值变动产生影响。研究结果表明企业应重视品牌形象的中介效应并通过社会舆论、消费体验这两个路径来防范品牌资产的消散和促进品牌资产的保值、增值。

The antecedent of stock value changes in brand assets is like a black box reviewed from the perspective of consumers.Based on the mediating effect of brand image, for the exploration of the theory of black box, questionnaires for sample data collection and multivariate regression analysis method are used. Results show that public opinion and consumption experience are two basic elements causing the stock value variations in brand assets, and the two elements affect them in different ways. Social opinion on one hand imposes direct impact on stock value variations in brand assets; on the other hand impose indirect impact on them through integrity dimension,reputation dimension and the partial mediating effect of value dimension. While consumption experience indirectly affects stock value variations in brand assets through the complete mediating effect of value dimension in brand image. The research results indicate that enterprises should pay attention to the mediating effect of brand image and use social media and consumption experience to prevent the dissipation of brand assets and keep and increase the value of brand assets.