品牌导向、品牌资产与企业绩效关系的实证研究

基于我国218家企业的问卷调查数据,运用SMARTPLS软件以线性结构模式来验证理论模型,实证考察了品牌导向对品牌资产及企业绩效的影响。结果显示:(1)品牌导向包括理念、规则、识别与行为四个维度,并且存在特定的内部结构;(2)品牌导向对品牌资产具有显著的正向作用;(3)品牌资产对企业绩效有正向作用。研究结果丰富了品牌资产理论,同时对企业通过培育品牌导向、提高品牌资产以改善企业绩效具有重要的管理启示意义。

The Empirical Research on the Relationships among Brand Orientation,Brand Equity and Corporate Performance

Based on a questionnaire survey data including 218 samples in China , this paper testes a theory model about brand orientation effects on brand equity and corporate performance by SMARTPLS software .Results show that, firstly, brand orientation has four dimensions:values,norms,artifacts, behaviors, and certain internal structure.Secondly, brand orientation has a significant positive effect on brand equity .Thirdly, brand equity plays a positive effect on corporate per-formance.The results enrich the theory of brand equity and , at the same time, it provide firms with important managerial implications as to cultivate brand orientation and brand assets to improve the corporate performance .