基于消费者的品牌资产模型构建及实证分析

Construct and empirical analysis of a model for customer-based equity

在数字时代大环境下,消费者决策模式在改变,更多地通过互联网获取实时的需要的信息。因此,在做出购买决策时,消费者不再只是单独依靠大脑中有限的知识和印象来作决策,而是更多地参考网络中的信息来辅助自己做出更优化的购买决策。从消费者关系的角度,构建品牌资产模型,从品牌认知、感知绩效、品牌信任、情感联系、品牌数字资产、品牌忠诚这几个维度研究品牌资产,并进行实证分析。结果表明:在家电行业,感知绩效和品牌信任是相对重要的驱动因素,品牌数字资产对品牌资产的影响也越来越显著,同时分析我国家电品牌与国外品牌的差异,为国内家电品牌建设和培育提供管理借鉴。

In the era of digital environment,model of consumer decision is changing,and more and more people obtain information what they need via the Internet. When making purchase decisions,therefore,consumers are no longer just rely on limited knowledge and impression what they stored in the brain to make decisions,at the same time on information on the Internet and computer to make more reasonable decisions. On the perspective of relationship of customer and company,we build mode of brand equity,and study brand assets from the brand awareness,perceived performance,brand trust,emotional connection,digital assets and brand loyalty dimensions,and carry on the empirical analysis. The results show that in the electrical appliance industry,perceived performance and brand trust is relatively important driving factor,and influence of brand digital equity on the brand assets is becoming more and more significant. We analyse the difference of the electrical appliances brands in China and foreign brands,so the research can provide experience on construction and cultivation of brand for domestic electrical appliance.