基于SOR模型的企业品牌资产形成机制研究

Research on the Formation Mechanism of Enterprise Brand Equity Based on SOR Model

企业品牌资产形成于顾客心智,此过程遵循认知心理的一般规律,也是一个刺激—有机体—反应的过程,其中刺激因素为企业官方和非企业官方向顾客传播的品牌信息,有机体是顾客心智,构成因素是顾客的认知水平、主体情感、核心价值观和行为习惯,反应是顾客对企业品牌信息进行加工所做出的意识改变和外在行为表现。

Enterprise Brand Assets Form in Customer Mentality,this process follows the general law of cognitive psychology, it′s also a stimulus-organism-reaction process, among them, the stimulus factor is brand information disseminated to customers by official and non-official enterprises,the organism is the customer′s mind, and its constituent factors are the customer′s cognitive level, subjective emotion, core values and behavior habits, response is the conscious change and external behavior of customers in processing enterprise brand information.