品牌资产与品牌价值关联模型的实证研究  

An Empirical Research on the Model of Relationship between Brand Equity and Brand Value

作　　者：赵红[1] 赵宇彤[1] 王焱[1] 

机构地区：[1]中国科学院研究生院管理学院,北京100190

出　　处：《数学的实践与认识》2012年第13期68-74,共7页Mathematics in Practice and Theory

基　　金：国家自然科学基金(70872103/G020802)

摘　　要：现如今,品牌资产与品牌价值在企业经济活动中扮演的角色日益重要,二者的概念、特征以及作用机制等越来越被学者和企业界所重视,但聚焦品牌资产与品牌价值关联关系的研究仍然较为缺乏.通过对品牌资产与品牌价值的概念界定,依据品牌资产的作用机制和品牌价值的形成机理,构建了二者的关联理论模型,并通过实践调研对这一问题进行了实证研究,结果表明品牌资产通过调节效应能够驱动品牌价值的形成,最后为企业如何杠杆品牌资产实现品牌价值提出了相关管理启示.Nowadays brand equity and brand value have been playing more and more important roles in business. Some issues about brand equity and brand value, such as the concepts, traits and mechanism and so on, have become academic and practical research focuses. However, there are few researches which analyze the relationship between these two construct. This paper gives the definitions of brand equity and brand value in theory, and builds the model of relationship between these two construct based on the mechanism of brand equity and brand value. The result shows that brand equity can drive brand value by the moderating effect. Finally, this paper gives some managerial implications about how to leverage brand equity to improve brand value.

关 键 词：品牌资产 品牌价值 关联模型 杠杆品牌资产 实证研究 

分 类 号：F273.2[经济管理—企业管理] F224[经济管理—国民经济]