龙头企业负面信息对企业品牌资产的影响  

作　　者：周水平[1] 汪兴东[2] 

机构地区：[1]江西农业大学园林与艺术学院 [2]江西农业大学经济管理学院

出　　处：《企业经济》2015年第4期67-71,共5页Enterprise Economy

基　　金：国家自然科学基金项目"农村居民低碳能源消费行为形成机制及引导政策研究--以鄱阳湖生态经济区为例"(批准号准号:71363028);江西省社科规划课题"鄱阳湖生态经济区内农村居民低碳能源消费行为影响因素及推进政策研究"(批准号批准号:14GL07)

摘　　要：本文通过对336名普通消费者进行问卷调查,利用结构方程模型实证分析了龙头企业负面信息对企业品牌资产的影响。研究结果显示,负面信息的三个维度度,即可靠性、强度及广度对顾客感知风险具有显著的正向影响,但三者的影响程度呈现出一定的差异,感知风险越高,对企业品牌资产的负面影响就越大大;多群组分析发现,关系品质在负面信息对顾客感知风险的影响中起着调节效应,高关系品质顾客感知风险较小,低关系品质顾客感知风险较大大;最后后,根据研究结论,从弱化顾客感知风险及提升关系品质两个方面提出建议,旨在降低负面信息对龙头企业品牌资产的影响。Based on 336 consumer samples, this study examined the influence of negative information on agricultural head enterprise brand equity through Structural Equation Model （SEM）. The results showed that the three dimensions （reliability, intensity and breadth） of negative information had positive influence on consumer＇ s perceived risk. But with different effects, the higher risk the consumer perceived would lead to the more negative effects on enterprise brand equity. Multiple group analyses found that relationship quality worked as a moderator between negative information and enterprise equity, high relationship quality customer＇s perceived risk is bigger than low relationship quality consumer＇s perceived risk. At last, according the results, we put forward two proposals of weakening customer perceived risk and promoting relationship quality in order to reduce the influence of negative information on head enterprise brand equity.

关 键 词：龙头企业 负面信息 感知风险 品牌资产 

分 类 号：F273.2[经济管理—企业管理]