基于消费者的品牌资产模型构建与实证研究

文章采用深度访谈的方式，借鉴国外学者研究的模型提出了基于消费者的品牌资产模型。品牌资产由品牌知名度、品牌联想、感知质量、感知价值和品牌忠诚度五个维度构成，品牌资产各维度之间与品牌资产本身均存在着显著的正相关关系.文章认为，品牌资产是企业最重要的战略资源，对企业来说有着非常重要的价值，企业应加强这五个维度方面的建设管理工作，积累自身的品牌资产，在日益残酷的竞争环境中获得持续发展的优势。

An Empirical Study on the Conceptual Model of Brand Equity Based on Consumer

By learning from the foreign experts and their researches,the conceptual model of brand equity based on consumer is put forward.The brand equity is consist of brand reputation,brand image,brand quality,brand value and brand loyalty,there are direct relations among these five factors.Brand equity is one of the most important resources of a company,as well as important value.The enterprise should enforce the management of brand resources so as to hold their advantages in the fierce competition.