老字号品牌知名度、形象与支持:资产还是包袱?——基于品牌资产的顾客忠诚度研究  

Old Brand Awareness,Image and Support: Asset or Burden?——Customer Loyalty Research Based on Brand Equity

作　　者：杨桂菊[1] 侯丽敏[1] 柏桦[1] 李斌[1] 

机构地区：[1]华东理工大学商学院

出　　处：《经济与管理研究》2015年第5期138-144,共7页Research on Economics and Management

基　　金：国家社会科学基金项目"本土代工企业自创国际品牌:路径依赖与能力突破研究"(11BGL010);教育部人文社会科学研究青年基金项目"参照群体对消费者奢侈品感知价值和品牌态度影响的跨文化比较研究"(12YJC630060);中央高校基本科研业务费专项基金项目(222201422046)

摘　　要：推动老字号品牌的发展是当前亟待解决的问题。本文对品牌知名度、品牌形象、品牌信任、品牌支持等对顾客感知价值的影响,以及顾客感知价值对顾客忠诚度的影响进行了问卷调研。研究发现品牌知名度并不能提升老字号的顾客感知价值及顾客忠诚度,因此不能算作老字号品牌的有效资产。而老字号的品牌知名度、品牌形象以及品牌支持在某种程度上已经成为老字号发展的包袱。Building old brand assets, raising the old customer loyalty, promoting the development of internationalization of old brand lead to an urgent problem to be solved. Brand awareness, brand image, brand trust and brand support for the influence of customer perceived value, and the influence of customer perceived value on customer loyalty have been carried on the questionnaire survey in the research. It is found that brand awareness does not promote old customer perceived value and customer loyalty, and therefore it cannot be counted as old brand assets. Brand awareness, brand image and brand support, to some extent, has become the burden of the old brand developing.

关 键 词：老字号 品牌资产 品牌知名度 顾客忠诚度 

分 类 号：F272-05[经济管理—企业管理] F713.55[经济管理—国民经济]