| 基于顾客的品牌权益测评:品牌联想结构分析法 |
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| 引用本文： | 范秀成.基于顾客的品牌权益测评:品牌联想结构分析法[J].南开管理评论,2000,3(6):9-13. |
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| 作者姓名： | 范秀成 |
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| 作者单位： | 南开大学国际商学院 |
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| 基金项目： | 本文为国家自然科学基金资助项目"基于顾客的品牌权益评价方法与管理研究"成果,资助号79770047. |
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| 摘 要： | 品牌建设的核心是创建品牌权益.通过分析顾客的品牌联想结构,有助于考察品牌建设的效果,揭示品牌对顾客的影响.本文分析了基于顾客的品牌权益概念的科学内涵,详细阐述了品牌联想的构造,并对若干中外品牌的品牌联想结构进行了实证分析.
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| 关 键 词： | 基于顾客的品牌权益 品牌联想结构 联想网络记忆模型 |
Measurement of Customer-Based Brand Equity:A Brand Association Structure Approach |
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| Fan Xiucheng.Measurement of Customer-Based Brand Equity:A Brand Association Structure Approach[J].Nankai Business Review,2000,3(6):9-13. |
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| Authors: | Fan Xiucheng |
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| Institution: | Fan Xiucheng |
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| Abstract: | The value of brand resides in the minds of consumers. Based on the concept of Customer-Based Brand Equity, the paper proposed an analysis framework for brand association structure and then compared the brand association structures of several major brands. |
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| Keywords: | Customer-Based Brand Equity Brand Association Structure Associative Network Memory Model |
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