品牌资产管理新视角——基于员工的品牌资产研究述评
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外国经济与管理 2011 年 第 33 卷第 09 期, 页码：34 - 42
摘要
参考文献
摘要
品牌资产被认为是企业竞争优势的重要来源,然而,现有的品牌资产理论多是外部导向的,强调财务和顾客视角,"基于员工的品牌资产"这一概念的提出使企业品牌资产最终形成一个完整的体系。本文从一个整合的角度来论述员工视角的品牌资产,分析了三种品牌资产的关系,构建了企业品牌资产整体模型,探讨了员工行为在品牌资产形成过程中的作用机理,并总结了如何管理基于员工的品牌资产。最后,本文指出了未来的研究方向。
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[2]de Chernatony,L,and Segal-Horn,S.Building on services’characteristics to develop successful services brands[J].Journal ofMarketing Management,2001,17(7/8):645-669.
[3]de Chernatony,L,and Cottam,S.Internal brand factors driving successful financial services brands[J].European Journal of Mar-keting,2006,40(5/6):611-633.
[4]Aaker,D A.Managing brand equity[M].New York:The Free Press,1991.
[5]Keller,K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
[6]Erdem,T,and Swait,J.Brand equity as a signaling phenomenon[J].Journal of Consumer Psychology,1998,7(2):131-157.
[7]King,C,and Grace,D.Building and measuring employee-based brand equity[J].European Journal of Marketing,2010,44(7/8):938-971.
[8]King,C,and Grace,D.Employee based brand equity:A third perspective[J].Services Marketing Quarterly,2009,30(2):122-147.
[9]Bhardwaj,M,and Monin,J.Tacit to explicit:An interplay shaping organizational knowledge[J].Journal of Knowledge Manage-ment,2006,10(3):72-85.
[10]Bansal,H S,Mendelson,M B,and Sharma,B.The impact of internal marketing activities on external marketing outcomes[J].Journal of Quality Management,2001,6(1):61-76.
[11]Burmann,C,Zeplin,S,and Riley,N.Key determinants of internal brand management success:An exploratory empirical analysis[J].Journal of Brand Management,2009,16(4):264-284.
[12]Bateman,T S,and Organ,D W.Job satisfaction and the good soldier:The relationship between affect and employee“citizenship”[J].The Academy of Management Journal,1983,26(4):587-595
[13]Burmann,C,and Zeplin,S.Building brand commitment:A behavioral approach to internal brand management[J].Journal ofBrand Management,2005,12(4):279-300.
[14]Bettencourt,L A,and Brown,S W.Role stressors and customer-oriented boundary spanning behaviors in service organizations[J].Journal of the Academy of Marketing Science,2003,31(4):394-408.
[15]Bettencourt,L A,Gwinner,K P,and Meuter,M L.A comparison of attitude,personality,and knowledge predictors of service-ori-ented organizational citizenship behaviors[J].Journal of Applied Psychology,2001,86(1):29-41.
[16]Vandaele,D,and Gemmel,P.Performance implications of in-role and extra-role behavior of frontline service employees[EB/OL].http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_06_411.pdf,September 2006.
[17]King,C,and Grace,D.Internal branding:Exploring the employees’perspective[J].Journal of Brand Management,2008,15(5):358-372.
[18]Berry,L,and Lampo,S.Branding labor-intensive services[J].Business Strategy Review,2004,15(1):18-25.
引用本文
张辉, 白长虹, 郝胜宇. 品牌资产管理新视角——基于员工的品牌资产研究述评[J]. 外国经济与管理, 2011, 33(9): 34–42.
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