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品牌价值共创视角下品牌本土象征价值对品牌价值共创绩效影响实证模型研究 被引量:2

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摘要 海外品牌企业和消费者是品牌本土化价值共创的核心,特别是以企业-消费者导向的品牌本土化价值共创决定了品牌本土化价值共创的绩效。本研究基于应用实证的方法,通过构建出品牌本土象征价值对品牌价值共创绩效的影响实证模型,探讨品牌本土价值、消费者价值感知、消费者价值增值与品牌本土价值的共创绩效影响,进一步完成品牌价值共创理论与实践的衔接。
机构地区 浙江工商大学
出处 《商场现代化》 2020年第20期1-4,共4页
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