品牌形象及其决定因素:随机前沿方法分析

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2019-06-01 DOI:10.1515/roms-2019-0037

V. Goyal

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引用次数: 0

摘要

摘要本文解决了一个重要的问题，即找到品牌形象及其决定因素之间的关系。基于对4769名受访者以及二手资源(Lovett, Peres, and Shachar. 2014)的调查得出的700个美国顶级民族品牌的136个品牌特征的数据集。《品牌及其特征的数据集》市场营销科学33(4):609-17)，本研究采用了一种在市场营销文献中尚未广泛应用的既定计量经济学方法(随机前沿分析)。本文讨论的方法可以作为一个分析框架，在分析品牌形象与其关联之间的关系时，将效率的概念纳入其中。研究发现，胜任力和熟悉度是增加品牌资产的两个主要特征，而感知风险和兴奋度则会降低品牌资产。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Brand Image and its Determinants: A Stochastic Frontier Approach Analysis

Abstract This paper addresses an important issue to find relationship between the brand image and its determinants. Based on a data set of 136 brand characteristics measured for 700 top American national brands obtained from a survey of 4769 respondents as well as secondary sources (Lovett, Peres, and Shachar. 2014. “A Data Set of Brands and Their Characteristics.” Marketing Science 33 (4): 609–17), this study adopted an established econometrics approach (Stochastic frontier analysis) that has not been extensively applied in the marketing literature. The approach discussed in this paper can be used as an analysis framework where the concept of efficiency is brought into the picture in analyzing the relationship between the brand image with its associates. It is found that competency and familiarity are two main features that increase brand equity, whereas perceived risk and excitement decreases it.

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.