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在品牌建设研究中,戴维﹒A﹒阿克(David A.Aaker)的理论模型影响有着广泛的影响。在他看来,品牌资产由5部分组成,即品牌忠诚、品牌意识、品质感知、品牌联想、其它权益,它们共同形成品牌资产基础的无形资产和债务[1]。尽管这一理论模型还存在一定的缺陷,但仍具有代表性和权威性。笔者参照Aaker的理论模型所包含的主要元素对广告在品牌资产管理中作用机制进行探讨。
In the brand building research, David. A. The impact of the theoretical model of David A. Aaker has a wide range of implications. In his view, brand equity consists of five components, namely, brand loyalty, brand awareness, quality perception, brand association, other rights and interests, which together form the intangible assets and liabilities of brand equity. Although this theoretical model still has certain flaws, it is still representative and authoritative. The author refers to Aaker’s theoretical model contains the main elements of the advertising brand equity management mechanism to explore.