全球品牌资产:概念、测量与影响因素  

Global Brand Equity:Conceptualization,Measurement and Influencing Factors

作　　者：吴漪[1] 何佳讯[2] 

机构地区：[1]清华大学经济管理学院,北京100084 [2]华东师范大学经济管理学部,上海200241

出　　处：《外国经济与管理》2017年第1期29-41,67,共14页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(71372177);国家自然科学基金面上项目(71072152);上海市浦江人才计划项目(13PJC029)

摘　　要：全球品牌资产反映了全球品牌区别于一般品牌的价值来源,是当前国际营销学界和全球营销经理关注的重要主题,但有关该主题的研究成果仍相当有限,国内的研究还未真正开始。本文首先根据现有文献梳理了全球品牌资产的两类内涵,再从整合视角对全球品牌资产概念进行了重新界定,同时应用品牌价值链模型表征两类全球品牌资产内涵与全球品牌价值之间的关系,在此基础上分别阐述了与之对应的三种测量方式,并论述了经济发展水平、文化价值观和品牌来源国对全球品牌资产评价及其效应的影响机制。最后,本文展望了未来研究方向,以期为国内关注该研究主题的学者提供参考。Global brand equity reflects the value sources that differentiate global brands from other common brands, which is an important research topic recently concerned by international academia and global marketing managers. But research achievements based on this topic are still quite limited and domestic studies have not yet started. Based on current literature review, this paper firstly proposes two kinds of meanings on global brand equity and makes a new definition of this construct from an integrative perspective. Then, it adopts the model of brand value chains to demonstrate the relationship between differential connotations of global brand equity and global brand values. It elaborates three corresponding measurement methods and illustrates the effects of economic development level, cultural values and brand countries of origin on global brand equity evaluation and its outcomes. Finally, it makes future research directions to provide reference for domestic scholars focusing on this topic.

关 键 词：全球品牌资产 全球品牌化 全球品牌价值链 

分 类 号：F270[经济管理—企业管理]