| 公司社会营销对基于顾客品牌权益的影响 |
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| 引用本文： | 喻冬梅,刘伟,汪锋. 公司社会营销对基于顾客品牌权益的影响[J]. 商业经济与管理, 2005, 0(12): 64-68 |
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| 作者姓名： | 喻冬梅 刘伟 汪锋 |
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| 作者单位： | 重庆大学,重庆,400030 |
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| 摘 要： | 本文界定了公司社会营销与基于顾客品牌权益,从六个方面论述了公司社会营销对基于顾客品牌权益的影响,同时提出了进行公司社会营销的一些方法。
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| 关 键 词： | 品牌权益 基于顾客的品牌权益 公司社会营销 |
| 文章编号： | 1000-2154（2005）12-0064-05 |
| 收稿时间： | 2005-08-22 |
| 修稿时间： | 2005-08-22 |
The Effect of Corporate Societal Marketing Acting on Customer - Based Brand Equity |
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| YU Dong-mei,LIU Wei,WANG Feng. The Effect of Corporate Societal Marketing Acting on Customer - Based Brand Equity[J]. Business Economics and Administration, 2005, 0(12): 64-68 |
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| Authors: | YU Dong-mei LIU Wei WANG Feng |
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| Affiliation: | Chongqing University, Chong Qing 400030, China |
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| Abstract: | Brand equity is a concept that is brought forward from western advetising in 1980s,The corporate societal marketing(CSM)is a method that markeing managers like to use under the situation of drastic competition.This article,from the point of individual customer,combines the literatures in and abroad with the facts in China market to analyze the effect that CSM program acts on customer-based brand equity.The effects include building brand awareness,enhancing brand image,esablishing brand credibility,evoking brand feelings,creating a senes of brand community,and eliciting brand engagement. |
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| Keywords: | brand equity customer-based brand equity corporate societal marking(CSM) |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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