文章基本信息

标题：An empirical evaluation of a customer-based brand equity model and its managerial implications
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作者：Chunling Yu ; Ping Zhao ; Haizhong Wang 等
期刊名称：Frontiers of Business Research in China
印刷版ISSN：1673-7326
电子版ISSN：1673-7431
出版年度：2008
卷号：2
期号：4
页码：553-570
DOI：10.1007/s11782-008-0031-6
出版社：Higher Education Press, co-published with Springer-Verlag GmbH
摘要：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.
关键词：customer-based brand equity; measurement; structural equation model
其他关键词：基于顾客的品牌资产，品牌资产测量，结构方程模型