商业研究
商業研究
상업연구
Commercial Research
2013年
11期
62~68
,共null页
工业品牌价值 无形性 感知风险 感知质量
工業品牌價值 無形性 感知風險 感知質量
공업품패개치 무형성 감지풍험 감지질량
industrial brand value; intangibility; perceived risk; perceived quality
聚焦于工业品的无形性,本文通过Mudambi品牌价值风轮(pinwheel)模型说明无形性是工业品牌存在的前提条件。因为工业品的无形性,品牌成为一种工具,无论是从一致于信息经济学派的品牌理论的感知风险的视角出发,品牌减少了风险,还是从一致于认知心理学派的品牌理论化范式的感知质量的视角出发,品牌增加了感知价值,都为顾客带来了价值,这种价值便是工业品牌价值。
聚焦于工業品的無形性,本文通過Mudambi品牌價值風輪(pinwheel)模型說明無形性是工業品牌存在的前提條件。因為工業品的無形性,品牌成為一種工具,無論是從一緻于信息經濟學派的品牌理論的感知風險的視角齣髮,品牌減少瞭風險,還是從一緻于認知心理學派的品牌理論化範式的感知質量的視角齣髮,品牌增加瞭感知價值,都為顧客帶來瞭價值,這種價值便是工業品牌價值。
취초우공업품적무형성,본문통과Mudambi품패개치풍륜(pinwheel)모형설명무형성시공업품패존재적전제조건。인위공업품적무형성,품패성위일충공구,무론시종일치우신식경제학파적품패이론적감지풍험적시각출발,품패감소료풍험,환시종일치우인지심이학파적품패이론화범식적감지질량적시각출발,품패증가료감지개치,도위고객대래료개치,저충개치편시공업품패개치。
Focusing on intangibility of industrial goods, the paper shows intangibility is the prerequisite of existence of the industrial brand through Mudambi's brand value pinwheel model. Because the intangible nature of industrial prod- ucts, brand becomes a tool. Both from the perspective of brand theory perceived risk, which is consistent with informa- tion economics (brand reduces risk), and from the perspective of brand theory paradigm perceived quality, which is consistent with cognitive psychology (brand Increases the perceived value), all bring value for the customer, this value is the industrial brand value.