基于顾客的品牌资产模型实证分析及营销借鉴

$ZLs #gk=*uZK1 $ZV5%41QBS=gg51p5bS=M1Sgy$Zb4aamawSS=$ZZZE_ik1bK)5LlkiliBZ_b 1oM $Z 1 Z Abstract: Customer-based Brand equity (CBBE) has recently been heavily studied in marketing community. The critical problems of CBBE study are the structure and the measurement. This paper focuses on the dimensions of CBBE, the interrelationships among them, the analytical methodology of the estimating model. On the basis of the hypothesis model, this work empirically analyze 15 brands with 3928 consumers spread around toothpaste, film, cell phone, and gym shoes. With the results, the paper induces a CBBE estimating model and verifies the logical application of the model. Finally, this paper makes some suggestions on brand management and visions the future research directions. Keywords: customer-based brand equity structure measurement structural equation model Ba54 S7bvtSSgiqYLS=My!1babSauV OEM K_17N9USAI5bM TCLaXvixS=gQ5LlAF7SmLlbBrand EquityV5%41QbM1PNFNFmFarquhar1989b=EMg5Ks15BSgSMSI2004 2006 M55B9SgAMA4-5BbBl5ivsbx&4Bt ydB W1b bv65olLS6po$Zm#gkp |b =*bv65g=5pVZ_5Nb ubv65gqpV3=Z_$ZiarT5b Zv5gq5pVZ_hnBl5b PLlVTbkSgxivsx1F_a?aSgbNVC?Sg+yVGShnLi4M1Tsb =aD8L! 1990M-WS=+iiNs8CNKapferer1997iN?b$sBGN Interbrand WKNE 6BG$ZN Aaker E1bBZE|-lm|CpNb53vYNTi$gsbyC5LlilOZE9iJb=ZEV$Z?g$Z3Yb$OBZEMuYZE$o$Zp bKeller1993q54$Z Customer Based Brand EquityQ$Zh7XM$ZgSYQb oYQpVC$ZagF?aNvQahNlQa%NZ K-lmbQV?m$Z3YbyN$Z?bV-A$Z?U6Nzy5%il-Nb_Bjb $ZaSDb Aaker19964E1FaaXaM FBgQMgqaN E1bE1Q,jilMW19VLb Yoo 2001| Aaker E1Fwa3LsKcaXb Keller?4$ZQ432001yM1 cl $ZQ $ZbB)W19L_bg&93 Young & Rubicam 4oNSp Brand Asset ValuatorTMaResearch International4ocpEquity EngineTMbM1&VTMvC$b SV 90 M7S1DVCQZE|S4ST_bS20008s =*2003 2004Qa1iiZs 2003_N|hY Z2003Vms?Cb98S=grE#Q=dPVCsBEN5wbS=&GZECaiT?3LlbyNNWVZEb 8iBbWbBT=QCLT =|QMbB?usyT LZE_r S=CdLb C98N$VL4$Z$Zyi_yb-k3XXX yi_K%$ZW1b#*3MX5 aX* a#5 a# a1#3980#&=3MbMW1VBVVX71Kbnm 1b YV.M4B$CDsV? =Shn+17?BtCD hggEgpV3ng)p ? o&.Kv pES)b P-*43&-d9qL!Ls_1iV?isabsVQBQ_W_ =Q_W_ 9_bsZZEyZEsIn?V8NxZb1Qs $sY 15ksb1$kEVA 2EGvSSbBIMW=1?CkCMt1WYVU_b3yV?1W1iyN1$b/ LISREL9Modification Indexe MI$1yb MIVU7bMyBH E 2hb MIT1yYV1E#Kb BkZE V4WEbZE3V?i1m 1U1$9F a a 1aX 1aX 1a 98a 98W1sY 15sKBkEzKm U bM$KES=1L!4M.MW#.MWCd 9AbyN|mUKTBs$b；ksKV|Bs；$S-4=kisbN3B_Byrne1998 Yoo2001b8SE4BSCalibrationValidation1K7S1MdK19S1EAisbV 1 9TAU 2 0.10 AbNVkV9BTQb14kk ?d=kYV_VwkkW9iby7k9TVb V _TdK:EGK:EG:EG mw SsYaOrav0XTb T 2004M1i 4aamw 15 3928hnsb 2Qs sVMbEYktA7LPV?sHQsK7V$?sY$ssT MI y1bTAU$ 1W1AsmUKbyNBKbN$_bdK 2d.f.=1060 = 4761.85p0.0001RMSEA=0.060aGFI=0.92aNFI=0.91aCFI=0.93EzbK 2d.f.=1070 = 4772.86p0.0001byN 2d.f.=10 = 11.01v 2sV p0.10d9AbyNKVTkaPb 39s X X 1 98 m$ZK ；Kd9iAY V| 9sb9-S)Yoo2001bn5=S)+ Q=S)+/MW1b|998b98sY_$KEbK8E=1YV_bsL$ZyVX7y$Z5YV$ZW1 b VYVBMbHis#VWaW1ba$Zs y$ZV$ZN=N|n45rqK46Nb/|kaXaXaaa1B-4Ms(TsWaW1bsP SPSS11.0 ANOVAZEbTnV 2V 3b 1 kW1 B-4Ms(iAsb1s?CXaXaa1sA s as5DVbaDVA sDVAbTVTNS$Zs$ZWy%1g .lrT#DVbiiDVAYDVbS1sMs(KyN15/b W-4MiAsb1TOrBMs(K VaXSA: :Xaaa1SVbyN:$4F.l9Fgav b XmMiAsbvMs(K Xa1ZviAsAooA5$- vASbmMASyBSHWRbMgdv$h46myN9b wa+MsiAsb1TAUr0XsAaaA Msraaa0XAbXaX1iAYbgL=fr0XwBZ9)55ba57?aa!8VNv46$ZVb7TSMVC)Mb V kMs1XX1 DV Or V : mv 5$- o w 0X a r FWZF=Z1VUFWYAVUFWYlAbM|SsVCKsVCKzWb T 2004M1i 4aamw 15 3928hnsb 2 W1 |k9T9-4Msi1sbSsiAsXMSaSMay!11bXaXaSwAm 1ZmAbWsBQ3$ZbawaMKvgda% $Zaw9i75iMbm)VKv 90%gz-MS=F9FsN$Z4SvbVmQHB|4b V kMs1XX1 mw FWZF=Z1VUFWYAVUFWYlAbM|SsVCKsVCKzWb T 2004M1i 4aamw 15 3928hnsb a$Zk $Zy!Z_y!rTg4by!N1E5b1 y! LyN X Q 1b95$ZyYVg.l$ZP8ZXbNYVA+yX YVPaP46aN4V7yXbX$Z?3MbYS$ZV?b51$Z=8fayaya1MbN$Z1-31b1V$ZiiNyb 2 yH ?CyHbBYVXy$ZiiN =YVXy 7?$ZW1 nNib - op op bYH?HTBZYV?$Z3BZYVP$Z3fybHLb opaPy!rbyNyYaS$Z+y%BH1ghnaMb!?PoKoPh?dp!?PogByygqbMM_odphnvvh|7SoPF1phnbH5Ll1ilbn5d.dhn%r?dbH$ZaX$Z41y?TbV.d%rEd$Z4ytWYiv$Zit+NbQLgby gXYX$Z%YbyNSm#8s275 Ng|hYL JvS ZLy01Bs J =*u#Q275 =*k+hn275 BLFS%.BOBHJOH#SBOE&RVJUZ$BQJUBMJJOHPOUIF7BMVFPGB#SBOE/BNF/FX:PSLSFF1SFTTBLFS%.FBTVSJOH#SBOE&RVJUZDSPTT1SPEVDUTBOE.BSLFUT$BMJGPSOJB.BOBHFNFOU3FWJFX #ZSOF#BSCBSB.4USVDUVSBM&RVBUJPO.PEFMJOHXJUI-*43&-13&-*4BOE4*.1-*4#BTJD$PODFQUTQQMJDBUJPOTBOE1SPHSBNNJOH/FXKFSTFZ-BXSFODF&SMCBVNTTPDJBUFTBSRVIBS1).BOBHJOH#SBOE&RVJUZ.BSLFUJOH3FTFBSDI+PTFQI)+S3PMQI&3POBME-5BOE8JMMJBN$#.VMUJWBSJBUFEBUBOBMZTJT/FX+FSTFZ1SFOUJDF)BMM*OD4JNPO4DIVTUFS$PNQBOZ,BQGFSFS+4USBUFHJD#SBOE.BOBHFNFOU4FDPOE&EJUJPO6,PHBO1BHF,FMMFS,-$PODFQUVBMJJO