品牌资产测量的社会心理学视角研究评介
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外国经济与管理 2006 年 第 28 卷第 04 期, 页码：48 - 52
摘要
参考文献
摘要
本文在把品牌资产测量研究区分为认知心理学视角和社会心理学视角的基础上,集中回顾了后者的研究进展,包括概念和理论基础,以及研究视野和研究重点等,并且指出从测量品牌资产来源的角度看研究重点是消费者—品牌关系质量(BRQ)构念。最后,本文认为,社会心理学视角为推进品牌资产测量的本土化研究带来了契机。
关键词
[1]Keller,Kevin Lane.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(Jan.):1-22.
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[3]Ailawadi,Kusum L,Donald R Lehmann,and Scott A Neslin.Revenue premium as an outcome measure of brand equity[J].Journal of Marketing,2003,67(Oct.):1-17.
[4]何佳讯.品牌资产测量:认知心理和社会心理视角的比较[A].中国心理学会编.第十届全国心理学学术大会论文集[C].上海:未公开出版,2005.
[5]Fournier,Susan.Consumers and their brands:developing relationship theory in consumer research[J].Journal of Con-sumer Research,1998,24(Mar.):343-373.
[6]Aggarwal,Pankaj.The effects of brand relationship norms on consumer attitudes and behavior[J].Journal of ConsumerResearch,2004,31(Jun.):87-101.
[7]Gurhan-Canli,Zeynep and Rohini Ahluwalia.Cognitive and relational perspectives on brand equity[J].Advances in Con-sumer Research,1999,26:343.
[8]Fournier,Susan.A consumer-brand relationship framework for strategic brand management[D].Unpublished doctoraldissertation,University of Florida,1994.
[9]Blackston,Max.Observations:building brand equity by managing the brand’s relationships[J].Journal of AdvertisingResearch,1992,32(May/Jun.):79-83.
[10]Blackston,Max.beyond brand personality:building brand relationships[A].In:David Aaker and Alexander Biel.Brandequity and advertising:advertising’s role in building strong brands[C].Hillsdale,NJ:Erlbaum,1993:113-124.
[11]Kaltcheva,Velitchka and Barton Weitz.The effects of brand-consumer relationships upon consumers’attributions andreactions[J].Advances in Consumer Research,1999,26:455-462.
[12]Morgan,R M and Hunt,S.The commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58(Jul.):20-38.
[13]Crosby,L A,K R Evans and D Cowles.Relationship quality in services selling:an interpersonal influence perspective[J].Journal of Marketing,1990,54(3):68-81.
[14]Hennig-Thurau,T and A Klee.The impact of customer satisfaction and relationship quality on customer retention:acritical reassessment and model development[J].Psychology&Marketing,1997,14(8):737-763.
[15]Ambler,Tim.How much of brand equity is explained by trust[J].Management Decision,1997,35(4):283-292.
[16]Delgado-Ballester,Elena,Jose Luis Munuera-Aleman and Maria Jesus Yague-Guillen.Development and validation of abrand trust scale[J].International Journal of Market Research,2003,45(1):35-52.
[17]Delgado-Ballester,Elena.Applicability of a brand trust scale across product categories[J].European Journal of Market-ing,2004,38(5/6):573-592.
[18]Hsu,F L K.The self in cross-cultural perspective[A].In:A J Marsella,G de Vos,and F L K Hsu.Culture and self:Asia and Western perspectives[C].New York:Tavistock,1985:24-55.
[2]Biel,Alexander L.Converting image into equity[A].In:David Aaker and Alexander Biel.Brand equity and advertising:advertising’s role in building strong brands[C].Hillsdale,NJ:Erlbaum,1993:67-82.
[3]Ailawadi,Kusum L,Donald R Lehmann,and Scott A Neslin.Revenue premium as an outcome measure of brand equity[J].Journal of Marketing,2003,67(Oct.):1-17.
[4]何佳讯.品牌资产测量:认知心理和社会心理视角的比较[A].中国心理学会编.第十届全国心理学学术大会论文集[C].上海:未公开出版,2005.
[5]Fournier,Susan.Consumers and their brands:developing relationship theory in consumer research[J].Journal of Con-sumer Research,1998,24(Mar.):343-373.
[6]Aggarwal,Pankaj.The effects of brand relationship norms on consumer attitudes and behavior[J].Journal of ConsumerResearch,2004,31(Jun.):87-101.
[7]Gurhan-Canli,Zeynep and Rohini Ahluwalia.Cognitive and relational perspectives on brand equity[J].Advances in Con-sumer Research,1999,26:343.
[8]Fournier,Susan.A consumer-brand relationship framework for strategic brand management[D].Unpublished doctoraldissertation,University of Florida,1994.
[9]Blackston,Max.Observations:building brand equity by managing the brand’s relationships[J].Journal of AdvertisingResearch,1992,32(May/Jun.):79-83.
[10]Blackston,Max.beyond brand personality:building brand relationships[A].In:David Aaker and Alexander Biel.Brandequity and advertising:advertising’s role in building strong brands[C].Hillsdale,NJ:Erlbaum,1993:113-124.
[11]Kaltcheva,Velitchka and Barton Weitz.The effects of brand-consumer relationships upon consumers’attributions andreactions[J].Advances in Consumer Research,1999,26:455-462.
[12]Morgan,R M and Hunt,S.The commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58(Jul.):20-38.
[13]Crosby,L A,K R Evans and D Cowles.Relationship quality in services selling:an interpersonal influence perspective[J].Journal of Marketing,1990,54(3):68-81.
[14]Hennig-Thurau,T and A Klee.The impact of customer satisfaction and relationship quality on customer retention:acritical reassessment and model development[J].Psychology&Marketing,1997,14(8):737-763.
[15]Ambler,Tim.How much of brand equity is explained by trust[J].Management Decision,1997,35(4):283-292.
[16]Delgado-Ballester,Elena,Jose Luis Munuera-Aleman and Maria Jesus Yague-Guillen.Development and validation of abrand trust scale[J].International Journal of Market Research,2003,45(1):35-52.
[17]Delgado-Ballester,Elena.Applicability of a brand trust scale across product categories[J].European Journal of Market-ing,2004,38(5/6):573-592.
[18]Hsu,F L K.The self in cross-cultural perspective[A].In:A J Marsella,G de Vos,and F L K Hsu.Culture and self:Asia and Western perspectives[C].New York:Tavistock,1985:24-55.
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何佳讯. 品牌资产测量的社会心理学视角研究评介[J]. 外国经济与管理, 2006, 28(4): 48–52.
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