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An empirical evaluation of a customer-based brand equity model and its managerial implications

Abstract

In recent years, customer-based brand equity (CBBE) has been extensively studied in the marketing community. Central to the study of CBBE are its structure and the measurement. This paper focuses on the dimensions of CBBE, the interrelationships among them, and the analytical methodology of the measurement model. The authors empirically analyze 15 brands with data from 3928 consumers of four industries including toothpaste, roll film, cell phone, and gym shoes. A CBBE measurement model is constructed and the application of the model is discussed. Suggestions are also provided for brand management and directions for future research.

摘要

基于顾客的品牌资产是从品牌맜理决策角度提出的重要概念, 一直是国际市场营销领域重要的研究议题, 品牌资产的结构和测量是其核心。 根据国内外品牌资产相关理论, 结合中国市场背景, 构建了基于顾客的品牌资产模型。 选择牙膏、 胶卷、 手机、 运动鞋四个行业共15个品牌全国范围内3 928个顾客数据, 采用结构方程模型方法检验了模型的合理性, 并应用模型对测试品牌的品牌资产进行了测量和比较。 最后讨论了模型对企业品牌맜理实践的借鉴意义, 并指出进一步研究方向。

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Author information

Correspondence to Chunling Yu.

Additional information

Translated and revised from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2007, (2): 31–42

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Keywords

  • customer-based brand equity
  • measurement
  • structural equation model

关键词

  • 基于顾客的品牌资产
  • 品牌资产测量
  • 结构方程模型