高新技术企业品牌关系驱动力和品牌资产研究

A research on brand relationship driving force and brand equity of high tech enterprises

当前,对品牌忠诚进行衡量的品牌资产模型仍局限于传统的基于顾客视角、产品市场产出和金融市场产出三种基本的评估模式,上述三种模式均存在着固有的局限。因此,本文以社会认知理论为基础,构建了基于品牌关系驱动力的品牌资产评价模式,并以概念模型全面的演绎了品牌资产的形成结构。本文采用实验研究与实证研究相结合的方法对理论模型进行检验,研究发现:品牌原型(组合)正向影响品牌资产(组合)与品牌关系情感(组合);品牌关系驱动力既正向调节品牌原型和品牌资产之间的关系,也正向调节品牌原型和品牌关系情感之间的关系。理论模型增强了对不确定情境下的品牌资产做出全面评价的能力,提高了品牌资产评价的科学性和可操作性。

Presently,the brand equity model to measure brand loyalty still confined to the three traditional basic evaluation models,namely customer perspective,product market output and financial market output,all of which have inherent limitations.Therefore,based on the social cognitive theory,this paper constructs a brand equity evaluation model based on brand relationship-driving force,and comprehensively explains the formation structure of brand equity by conceptual model. The paper conducts experimental researches and empirical researches to test the theoretical model,and the results show that brand prototype（ portfolio） has a positive impact on brand equity（ portfolio） and brand relationship affection（ portfolio）; brand relationship-driving force both positively moderates the relationship between brand prototype and brand equity,and the relationship between brand prototype and brand relationship affection. The theoretical model enhances the ability to make a comprehensive evaluation of brand equity in uncertain situations,and improves the scientific and operational nature of brand equity evaluation.