| 品牌权益与资本市场反应的关联性研究综述 |
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| 引用本文： | 何浏,黎小林,杨伊侬,王海忠.品牌权益与资本市场反应的关联性研究综述[J].广东商学院学报,2011(5):25-34. |
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| 作者姓名： | 何浏 黎小林 杨伊侬 王海忠 |
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| 作者单位： | 五邑大学经济管理学院;中山大学管理学院;广东商学院工商管理学院; |
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| 基金项目： | 广东省软科学项目(2010B070300108); 教育部哲学社会科学重大课题攻关项目(08JZD0019); 广州市社科基金(08B02)项目 |
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| 摘 要： | 品牌权益可以从消费者和公司两个层面来定义和测量,其中消费者层面的品牌权益主要从品牌权益的来源来测量,公司层面的品牌权益主要从品牌权益的结果来测量.研究品牌活动对资本市场股东价值的影响主要有营销生产率链模型、营销价值链模型和品牌价值链模型；研究品牌价值的资本市场反映计量主要有“四因素”财务模型、“事件研究”法和“股票回报...
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| 关 键 词： | 品牌营销 品牌权益 品牌资产 资本市场 |
Research on the Correlation between Brand Equity and Capital Market Response |
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| HE Liu,LI Xiao-lin,YANG Yi-long,WANG Hai-zhong.Research on the Correlation between Brand Equity and Capital Market Response[J].Journal of Guangdong Business College,2011(5):25-34. |
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| Authors: | HE Liu LI Xiao-lin YANG Yi-long WANG Hai-zhong |
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| Institution: | HE Liu1,3,LI Xiao-lin2,YANG Yi-long1,WANG Hai-zhong3(1.School of Business,Wuyi University,Jiangmen 529020,2.School of Business Administration,Guangdong University of Business Studies,Guangzhou 510320,3.School of Business,Sun Yat-Sen University,Guangzhou 510275,China) |
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| Abstract: | Companies are more interested than ever in understanding and measuring their returns obtained from marketing investments.The accountability and ROI of marketing expenditures continues to be a key area of concern.Taking the brand value chain theory as the analytic frame,following the research model for the maim study cues,and sorting out and reviewing the relevant literatures from theories of brand value and capital market response,the paper provides a clear idea map to explore the concept of brand equity st... |
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| Keywords: | brand marketing brand equity brand capital capital market |
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