| 基于索洛模型的品牌声誉形成机制研究 |
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| 引用本文： | 余明阳,刘春章. 基于索洛模型的品牌声誉形成机制研究[J]. 工业工程与管理, 2009, 14(4) |
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| 作者姓名： | 余明阳 刘春章 |
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| 作者单位： | 上海交通大学,安泰经济与管理学院,上海,200052;东华大学,旭日工商管理学院,上海,200051 |
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| 摘 要： | 论述了品牌声誉是品牌形象的一致性,通过顾客在品牌实力与品牌形象的对比中获得,论述品牌传播形成了顾客关于品牌的知识,而品牌体验则生成了体验声誉并以品牌力的形式储存起来,表现为品牌实力对品牌力的投入.将索洛模型用于构建品牌声誉增长的模型,解释了品牌体验水平的改变使品牌处于不同的稳态中.
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| 关 键 词： | 品牌声誉 品牌形象 品牌力 品牌传播 品牌体验 |
Study on Brand Reputation Using Solow Growth Model |
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| YU Ming-yang,LIU Chun-zhang. Study on Brand Reputation Using Solow Growth Model[J]. Industrial Engineering and Management, 2009, 14(4) |
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| Authors: | YU Ming-yang LIU Chun-zhang |
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| Affiliation: | 1.Antai College of Economics & Management;Shanghai Jiaotong University;Shanghai 200052;China;2.Glorious Sun School of Business and Management;Dong Hua University;Shanghai 200051;China |
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| Abstract: | Brand reputation is consistency of brand image.Brand communication forms customers' knowledge of brand,while brand experience forms experienced reputation,which is saved in form of brandibility,the investment of brand internal strength.The Solow growth model is used to build the model of brand reputation growth.In the model,we can explain that in different brand experience level,brand will be in difference stability status. |
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| Keywords: | brand reputation brand image brandibility brand communications brand experience |
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