国立科研机构品牌资产测量模型及其实证研究——以中国科学院为例  

An Empirical Study on the Measurement Model of National Research Institutions’ Brand Assets:A case study of the Chinese Academy of Sciences

作　　者：帅俊全 孙倬 张莹利 赵红 SHUAI Jun-quan;SUN Zhuo;ZHANG Ying-li;ZHAO Hong(School of Economics and Management,UCAS,Beijing 100190,China;Sino-Danish College UCAS,Beijing 100190,China)

机构地区：[1]中国科学院大学经济与管理学院,北京100190 [2]中国科学院大学中丹学院,北京100190

出　　处：《数学的实践与认识》2019年第23期277-287,共11页Mathematics in Practice and Theory

基　　金：科学传播对中科院品牌资产提升作用机制研究(Y72902ZEA2);国家重点研发计划项目(2017YFB1400500)

摘　　要：基于"刺激-反应(SOR)"模型,结合认知心理学中个体的主观认知模式和公众对国立科研机构品牌资产关键认知要素,探索国立科研机构品牌资产认知与品牌信任度的关系.以国立科研机构中国科学院为例,开展了问卷调查,分析结果显示:国立科研机构的品牌知名度、品牌美誉度和品牌联想度对品牌感知实力均有显著的正向影响,较高的品牌知名度有助于促进公众对科研机构的美誉传播,提高公众对科研机构品牌的联想程度;品牌美誉度和品牌联想度直接影响公众对科研机构品牌的信任度,但品牌知名度对品牌信任度的直接作用未得到验证;此外,品牌感知实力在在品牌知名度与品牌信任度的关系中起着中介作用.This paper explored the relationship between brand capital cognition and brand trust in national scientific research institutions based on the "stimulus-organic-response"model and combined with the subjective cognitive model of individuals in cognitive psychology and the key brand capital cognitive elements of the public.Taking the Chinese Academy of Sciences as an example,a questionnaire survey was conducted.The results show that the brand awareness,brand reputation and brand association of national scientific research institutions have a significant positive impact on brand perceived strength,and higher brand awareness will help to promote the dissemination of public reputation to scientific research institutions.To improve the public’s association with the brands of scientific research institutions;Brand reputation and brand association directly affect the public’s trust in scientific research institutions,but the direct effect of brand popularity on brand trust has not been verified.In addition,brand perceived strength plays an intermediary role in the relationship between brand popularity and brand trust.

关 键 词：国立科研机构 品牌资产认知 品牌信任度 结构方程模型 科学传播 

分 类 号：F42[经济管理—产业经济]