CAJ | 학술논문

新时期中国企业的强势品牌资产建设需要提供理论指导。本研究依照消费者品牌关系的研究范式，从品牌认知、品牌情感和品牌行为三个层级提取出品牌功能、品牌体验、品牌象征、品牌信任、品牌依恋和品牌忠诚六个品牌资产要素，构建了关系视角的品牌资产驱动模型，并通过中国消费者调研数据进行了实证检验。研究发现：企业建设强势品牌资产存在三条路径：一是以卓越的品牌功能获取消费者的品牌信任，形成品牌忠诚，建立品牌资产；二是设计优异的品牌体验，在直接驱动品牌忠诚的同时，促使消费者形成品牌信任和品牌依恋，产生忠诚行为，提升品牌资产；三是创造独特的品牌象征，激发消费者的品牌依恋，强化忠诚关系，优化品牌资产。这一研究结论为国内企业创建优质品牌资产提供了管理借鉴。
신시기중국기업적강세품패자산건설수요제공이론지도。본연구의조소비자품패관계적연구범식，종품패인지、품패정감화품패행위삼개층급제취출품패공능、품패체험、품패상정、품패신임、품패의련화품패충성륙개품패자산요소，구건료관계시각적품패자산구동모형，병통과중국소비자조연수거진행료실증검험。연구발현：기업건설강세품패자산존재삼조로경：일시이탁월적품패공능획취소비자적품패신임，형성품패충성，건립품패자산；이시설계우이적품패체험，재직접구동품패충성적동시，촉사소비자형성품패신임화품패의련，산생충성행위，제승품패자산；삼시창조독특적품패상정，격발소비자적품패의련，강화충성관계，우화품패자산。저일연구결론위국내기업창건우질품패자산제공료관리차감。
In new eras, building strong brand equity in Chinese enterprise need provide academic guidance. Based on the brand relationship perspective, the paper distills the factors of brand equity from brand perceive, brand affect and brand behavior, which include functional, experiential, symbolic, trust, attachment and loyalty. We construct the driving model of brand equity on the relationship perspective, and estimate the proposed model by structural equation and get the conclusion. The findings demonstrate that there are three paths to build brand equity. First, the enterprises should create eximious functional interest and achieve the brand trust, form brand loyalty; Secondly, brand would upgrade the equity by creating super experiential interest to drive the consumer＇s loyalty, or produce trust and attachment to effect loyalty indirectly; Finally, the enterprises need create unique symbolic interest to inspire the attachment and maintain the loyalty.