产业服务企业品牌导向对品牌资产的影响机制研究

摘要/Abstract

摘要：

有关品牌问题的研究大多关注消费品市场,对产业服务品牌的特殊性质关注不足。对组织市场尤其是产业服务情境的较少研究中,忽视了利益相关者互动对品牌资产的影响。本研究针对产业服务品牌的特殊性质,综合考虑内部视角和利益相关者互动的视角,提出了品牌导向对产业服务品牌资产影响机制的整合概念模型。通过我国218家产业服务企业的问卷调查实证结果表明,企业-员工互动能够促进内部品牌资产的形成,进一步通过员工-顾客互动提升品牌联想,促进企业品牌响应,培育外部品牌资产。本文强调了企业、员工和顾客三者之间良性互动在培育品牌资产中的作用,揭示了品牌导向影响品牌资产的内在机理。研究结论对产业服务企业品牌资产的建立和培育具有重要的管理启示意义。

关键词: 产业服务, 品牌导向, 基于顾客的品牌资产, 品牌联想, 品牌响应

Abstract:

Branding literature primarily focuses upon consumer markets, paying little attentionto the special characteristics of industrial services branding. In addition, the limited studies in the contexts of business markets especially industrial services markets neglect the impacts of stakeholder interactions upon brand equity. By considering the special features of industrial services branding, as well as adopting both internal perspective and stakeholder interaction perspective, this paper presents an integrative conceptual framework about the impact mechanism of brand orientation upon industrial services brand equity. The empirical findings based on survey data from 218 Chinese industrial services firms indicate that firm-employee interaction can help develop internal brand equity and further improve brand association, facilitate corporate brand response and cultivate external brand equity by increasing employee-customer interactions. This paper stresses the role of interactions among firm, employees and customers in developing brand equity and, in doing so, discovers the underlying mechanism of the impact of brand orientation upon brand equity. The research findings have insightful managerial implications as to how to establish and cultivate industrial services brand equity.

Key words: industrial services, brand orientation, customer-based brand equity, brand association, brand response

张婧, 蒋艳新. 产业服务企业品牌导向对品牌资产的影响机制研究[J]. , 2016, 28(3): 184-195.

Zhang Jing, Jiang Yanxin. Impact Mechanism of Brand Orientation on Brand Equity of Industrial Services Firms[J]. , 2016, 28(3): 184-195.

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