预测
預測
예측
Forecasting
2015年
3期
21~27
,共null页
陈姝 王正斌 刘伟 于富喜
陳姝 王正斌 劉偉 于富喜
진주 왕정빈 류위 우부희
感知产品创新性 品牌的创新联想 品牌资产 消费者创新性
感知產品創新性 品牌的創新聯想 品牌資產 消費者創新性
감지산품창신성 품패적창신련상 품패자산 소비자창신성
perceived product innovativeness; brand association with innovativeness; customer-based brand equity; consumer innovativeness
品牌资产是品牌研究领域的经典话题。对于科技类企业来说,产品创新是否能影响品牌资产呢?如何影响呢?以往的研究并未给出回答。本文以联想网络模型和信号理论为基础,构建了感知产品创新性对品牌资产的作用机制模型。实证研究结果表明,感知产品创新性与品牌资产显著正相关,与品牌的创新联想显著正相关,且品牌的创新联想在感知产品创新性与品牌资产之间起部分中介作用;消费者创新性在感知产品创新性与品牌的创新联想、感知产品创新性与品牌资产以及品牌的创新联想与品牌资产之间起正向调节作用。这些发现证实了感知产品创新性对品牌资产具有显著提升作用,而且为科技类企业提升品牌资产提供了新的路径。
品牌資產是品牌研究領域的經典話題。對于科技類企業來說,產品創新是否能影響品牌資產呢?如何影響呢?以往的研究併未給齣迴答。本文以聯想網絡模型和信號理論為基礎,構建瞭感知產品創新性對品牌資產的作用機製模型。實證研究結果錶明,感知產品創新性與品牌資產顯著正相關,與品牌的創新聯想顯著正相關,且品牌的創新聯想在感知產品創新性與品牌資產之間起部分中介作用;消費者創新性在感知產品創新性與品牌的創新聯想、感知產品創新性與品牌資產以及品牌的創新聯想與品牌資產之間起正嚮調節作用。這些髮現證實瞭感知產品創新性對品牌資產具有顯著提升作用,而且為科技類企業提升品牌資產提供瞭新的路徑。
품패자산시품패연구영역적경전화제。대우과기류기업래설,산품창신시부능영향품패자산니?여하영향니?이왕적연구병미급출회답。본문이련상망락모형화신호이론위기출,구건료감지산품창신성대품패자산적작용궤제모형。실증연구결과표명,감지산품창신성여품패자산현저정상관,여품패적창신련상현저정상관,차품패적창신련상재감지산품창신성여품패자산지간기부분중개작용;소비자창신성재감지산품창신성여품패적창신련상、감지산품창신성여품패자산이급품패적창신련상여품패자산지간기정향조절작용。저사발현증실료감지산품창신성대품패자산구유현저제승작용,이차위과기류기업제승품패자산제공료신적로경。
Customer-Based Brand Equity(CBBE) is a classical topic in the field of branding. For tech enterprises, does product innovation influence CBBE and how does this happen? Previous studies didn' t answer this question. Based on the associative network model and signal theory, this paper explores the influential mechanism of Perceived Product Innovativeness(PPI) on CBBE through an empirical study. The results show that PPI has a positive influence on CBBE and Brand Association with Innovativeness (BAI) , which partially mediates the former relationship. Also, consumer innovativeness proves to be a moderator variable among the above relationship. The findings confirm that PPI can promote customer-based brand equity significantly, and provide a new path for tech enterprises to strengthen customerbased brand equity.