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Understanding Brand Equity: Key Concepts and Frameworks

This document explores the multifaceted concept of brand equity, highlighting its functional, symbolic, and experiential dimensions. It examines notable works by scholars, including Aaker (1991) and Keller (1993), detailing methods for measuring and managing brand value. The research synthesizes insights from various studies to demonstrate how brand equity influences consumer behavior and market positioning. By analyzing essential theories and empirical findings, this text aims to provide a comprehensive overview of brand equity's components and its significance in marketing strategies.

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Understanding Brand Equity: Key Concepts and Frameworks

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    1. ???????????????? -??????? ????:??? ? ?:???? ? ?: 496D0037 ??? 496D0040 ??? 496D0047 ??? 496D0086 ??? 496D0093 ???

    2. ?? ?? ????????? ??????? ??????? ???? ????

    3. ???? ???,????????????????,????????????,????????,??????????????,???????,???????????,?????????,??????????????????

    4. ??????????? 1.??????? ?????????????????????????????????????????????????????????????????????:?????????223?,85?C?????????,??2006?12?1?????????????????,????????????????

    5. ??????????? 2.???? ?????????????????????????????????????????????: ????????????????? ?????????????????? ??????????????????

    6. ????????? ????????????????????????-???????,???????????,????????,???????????????????????????????????????????

    7. ?????????-???? ??????? Reynold and Gutman(1984)??,?????????????????,??????????????????????? Dobni and Zinkhan(1990)???????????,???????: 1.????????????? 2.?????????? 3.???????????

    8. ?????????-???? Park, Jaworski, and Maclnnis(1986)?????????,?????????????????,?????????????????????????: (1)???????(functional) (2)???????(symbolic) (3)???????(experiential)

    9. ????????? —??????????? Richardson, Dick and Jain(1994)??????????????????????,???????????????????????????????,???????????????????? Dodds, Monroe and Grewal(1991)????,???????????????????????????????,??????????,??????????????????

    10. ?????????-???? ??????? ???1985 ??Dodds and Monroe (1985) ???????????????,????????????,?????????????????? Sheth et al.(1991) ?????????????????????,????????????????????????????

    11. ?????????-????? ???????? ???????,??????????? Petrick (2002) ?????????????????,???????????????????????????,????????????????????????????????,?????????????????????????,?????????

    12. ?????????-??? ?????? Asker(1991,1996)????????????????????????,????????????????? ????????????????????????????

    13. ?????????-???? ???????????????,????????,?????????????????????,????????????????,????????????????????????????????????????????????

    14. ?????????-????

    15. ?????????-???? H1:??????,?????? Garretson and Clow (1999) ???????????????,?????????,???????????????????????,???????????,???????????????????? H2:??????,????????

    16. ?????????-???? H3:??????,?????????? ??? (2005) ?????????,????????,????????????,???????,??????????????,???????????? H4:????????????????? Romaniuk and Sharp (2003) ??????????????????

    17. ?????????-????

    18. ?????????-???? ???? ???? SPSS?? ??????

    19. ????????? - ????????? ????????????????????????,????????????????????????????,?????????????????????????????? ???????????????,?????????,????????????????,??????????

    20. ?????? ???????????????????????????????????????,???????????????????????????,????????? ?????????????????????????,????????????????

    21. ?????? ???? 1.??(1994.7)?????????????????????,?336?,?60-63? 2. ???,????????????????????????????-???????,????????????????????,2006? 3. ???,??????????????????????????,??????????????,2008

    22. ?????? ???? 1.Aaker, D.A., Managing brand equity: Capitalizing on the Value of a Brand Name, New York: The Free Press, 1991. 2.Engle, J.E., R.D. Blackwell and P.W. Miniard, Consumer Behavior, Chicago: The Dryden Press, 1993. 3.Keller, K.L., Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57, 1993, pp. 1-22.

    23. The end

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