企业市场品牌资产理论与实证研究评析
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外国经济与管理 2008 年 第 30 卷第 03 期, 页码：43 - 52
摘要
参考文献
摘要
消费者市场领域的品牌资产研究已日趋成熟,而企业市场的品牌资产研究才刚开始。本文通过梳理国外相关文献发现,企业市场品牌资产实证研究尚处于起步阶段,但相关研究成果已可以帮助我们形成对企业市场品牌资产理论的基本认识。本文归纳了企业市场中品牌管理的特殊性以及品牌资产的作用条件,着重总结了企业市场品牌资产的来源、影响因素和作用结果,最后提出了在我国开展该领域研究的若干看法。
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[3]Mudambi,S,P Doyle,and V Wong.An exploration of brandinginindustrial markets[J].Industrial Marketing Management,1997,26(5):433-446.
[4]van Riel,A C R,C P de Mortanges,and S Streukens.Marketing antecedents of industrial brand equity:An empirical investigationinspecialty chemicals[J].Industrial Marketing Management,2005,34(8):841-847.
[5]Hutton,J G.Astudy of brand equityin an organizational-buying context[J].Journal of Product&Brand Management,1997,6(6):428-439.
[6]Shipley,D,and P Howard.Brand-namingindustrial products[J].Industrial Marketing Management,1993,22(1):59-66.
[7]Bendixen,M,K Bukasa,and R Abratt.Brand equity in the business-to-business market[J].Industrial Marketing Management,2004,33(5):371-380.
[8]Wiedmann,K.Measuring brand equity for organizing brand management in the energy sector:Aresearch proposal andfirst empiricalhints-Part 1:The development of a theoretical concept and a research program[J].Journal of Brand Management,2005,12(2):124-139.
[9]Wiedmann,K.Measuring brand equity for organizing brand management in the energy sector:Aresearch proposal andfirst empiricalhints-Part 2:Concept and results of an empirical study in the German energy market[J].Journal of Brand Management,2005,12
(3):207-219.
[10]Kotler,P,and WPfoertsch.B2B brand management[M].New York:Springer Berlin,2006.
[11]Webster,F E,Jr,and K L Keller.Academic papers:Aroadmap for branding in industrial markets[J].Journal of Brand Manage-ment,2004,11(5):388-402.
[12]Bengtsson,A,and Per Servais.Co-branding onindustrial markets[J].Industrial Marketing Management,2005,34(7):706-713.
[13]Hague,P,and P Jackson.The power of industrial brands:An effective route to competitive advantage[M].London:McGraw-Hill,1994.
[14]Hunter,L,C Kasouf,K Celuch,and K Curry.Aclassification of business-to-business buying decisions:Riski mportance and proba-bility as a framework for e-business benefits[J].Industrial Marketing Management,2004,33(2):145-154.
[15]Ulaga,W,and S Chacour.Measuring customer-perceived value in business markets:Aprerequisite for marketing strategy develop-ment andi mplementation[J].Industrial Marketing Management,2001,30(6):525-540.
[16]Newall,J.Industrial buying behavior:A model of i mplications of risk handling behavior for communication policiesinindustrial mar-keting[J].European Market,1977,11(3):166-211.
[17]Low,J,and K Blois.The evolution of generic brands inindustrial markets:The challenges to owners of brand equity[J].IndustrialMarketing Management,2002,31:385-392.
[18]Lamons,B.The case for B2B branding[M].Mason,OH:Thomson/South-Western Educational Publishing,2005.
[19]Doyle,P,and J Saunders.Market segmentation and positioningin specializedindustrial markets[J].Market,1985,49:24-32.
引用本文
何佳讯, 秦翕嫣. 企业市场品牌资产理论与实证研究评析[J]. 外国经济与管理, 2008, 30(3): 43–52.
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