不同品牌资产测量模式的关联性

20081()No.1200848JOURNALOFSUNYAT2SENUNIVERSITYVol.48(211)(SOCIALSCIENCEEDITION)GeneralNo.2113:2007-06-02:(70632003);(70772081):(1966-),,,,(510275)3:,,,,,:(1),;(2),;(3),;(4),:;;;;:F713.50:A:1000-9639(2008)01-0162-0720074,(MillwardBrown)100,412,165137108333861100,4,10,(Inter2brand)100,;2006100,,,???;,;,,(Aaker)(1998)(Keller)(2003),,,(MSI)1999,,:(1);(2);(3);(4),,;(5)261©1994-2008ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:(1);(2),,;(3),;(4),;(5),;(6),();(7)(),;(8),;(9),;(10)(),MSI,;,,,,,,/(2000),(2002)()(2000),,()(customermindset)(Aaker1998;Keller1993;2003),,Keller(1993);(brandimage)(brandaware2ness)Aaker(1998):Keller(1993;2001),:(1)(2)(3),(4),,,,(brandattachment)(5),,Keller(1993);(Zaltman)ZMET(ZaltmanMetaphorElicitationTechnique),(mentalmodels);(ZaltmanandHigie1993;ZaltmanandCoutler1995),MillwardBrownBrandZ,.(Young&Rubicam)(BrandAssetValuator)MSI,,,,361©1994-2008ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.()()(productmarketperformance),(Aaker1998)(residualap2proaches),,(Park)(Srini2vasan)(1994),(consumerreport),(Bhattacharya)(Lodish)(2000),,,,:(1),(2),(3)(4),,(5),,(6):,,:,,,(),,,;(),,MSI,,()(Financialmarketoutcomes):(AakerandJacobson)(1994)(TotalResearch)(EquiT2rend),1989-199234,AakerJacobson(2001),,:,(LaneandJacobson)(1995),,(esteem)(familiarity),,;,,,,,,:,,,,,,46120081©1994-2008ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(,),Inter2brand,InterbrandInterbrandMillwardBrownMillwardBrownBRANDZ,BRANDZ30650BRANDZ(),(),BRANDZ,,Interbrand(),,InterbrandBRANDZ,,,BRANDZ412Interbrand,100,?,,,;,(brandvaluechain)(KellerandLehman2003),,,()1,,,,,:;;;(secondarysource),,,:(1)(2)(3)(4),,,,,,,,(marketcon2dition):(1)(2)(3)??,?,561©1994-2008ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(investorsentiment)(1)(marketdynamics)?()(2)??(3)?,?(4),??,;,,/(2006),,,(),,20053-5735(2006)1,,,,1617%,,,,5611%1:KellerandLehman(2003)1TPR2()TPR2()10.198.00016.7%10.013.00056.1%.1403.385.001.36111.597.000.3197.711.000.49015.734.000:(2005)Keller(2003)(Starbucks)(Miller)(Reebok)66120081©1994-2008ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.()Yong&RubicamBrandAssetValuator(brandstrength)(brandstature),,1(),199319971999,(2),,,,,P=01050101;;;,;;,,;,21-1516(1155)11204(1598)1630(.069)11046(1906)17193(.029)193133(.000)1-1376(1318)183333(.005)1576(.105).6993(.036)1:KevinLaneKeller,2003,StrategicBrandManagement,pp.395-398:30105;330101;P(),,,,,,,,(,)(,),,,,,,,,,,;,Interbrand,;MillwardBrown761©1994-2008ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(1),(2),(3)(KotlerandKeller)(2006),,,,(),,,,(2006),,;[]Aaker,D..Buildingstrongbrands.NewYork:TheFreePress,1998.Aaker,D.andJacobson,R..TheFinancialInformationContentofPerceivedQuality.JournalofMarketingResearch,1994,31:191-201.Aaker,D.andJacobson,R..TheValueRelevanceofBrandAttitudeinHigh-TechnologyMarkets.JournalofMarketingResearch,2001,38:485-493.Bhattacharya,C.andLodishL.M..TowardsaSystemforMonitoringBrandHealthfromStoreScannerData.Cam2bridge,Mass:MarketingScienceInstitute,Report2000,No.00-111.Keller,K.L..ConceptualizingMeasuringandManagingCustomer-basedBrandEquity.Journalofmarketing,1993,57:1-22.Keller,K.L..StrategicBrandManagement.Beijing:Pren2ticeHallandRenminUniversityofChinaPress,2003.Keller,K.L.andD.R.Lehmann..HowDoBrandsCreateValue.MarketingManagement,May/June,2003:26-31.Keller,K.L..BuildingCustomer-basedBrandEquity.MarketingManagement,Jul/Aug2001:14-19.KotlerP.andKellerK.L..MarketingManagement,Pear2sonEducation,2006.LaneV.andJacobsonR..TheReciprocalImpactofBrandLeveraging:FeedbackEffectsfromBrandExtensionEvaluationtoBrandEvaluation.MarketingLetters,1995,8(3):261-271.MSI.ValueoftheBrand.WorkshopatMarketingScienceIn2stituteConferenceonMarketingMetrics,Washington,DC(Oct.1999:6-8).Park,C.S.andSrinivasan,V..ASurvey-BasedMethodforMeasuringandUnderstandingBrandEquityanditsExtend2ibility.JournalofMarketingResearch,May,1994:271-288.ZaltmanG.andCoutlerR..SeeingtheVoiceoftheConsum2er:Metaphor-basedAdvertisingResearch.JournalofAdvertis2ingResearch,1995,35(4):35-51.ZaltmanG.andHigieR..SeeingtheVoiceoftheCustomer:TheZaltmanMetaphorElicitationTechnique.Cambridge,Mass:MarketingScienceInstitute,Report,1993:93-114..[J].,2000,(1):9-15..[J].,2002,(3):88-96.,,.[J].,2000,(4):17-22..:.:,2006:59-86.,,.[J].,2006,(1):106-119.:;:,86120081©1994-2008ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:relationshipcontract;exitcost;stabilitymechanismDeregulationandChangesofInvestorProtectionCAINing,WEIMing2hai(SchoolofBusiness,SunYat2senUniversity,Guangzhou,510275)Abstract:Bas