品牌：一种传播学的视角

Created2020-10-20|Updated2025-04-18|2020-2021

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Author: Jun Shi

Link: http://shijun0210.top/2020/10/20/2020-2021/20-10-20%20RP%20%E5%93%81%E7%89%8C%EF%BC%9A%E4%B8%80%E7%A7%8D%E4%BC%A0%E6%92%AD%E5%AD%A6%E7%9A%84%E8%A7%86%E8%A7%92/

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品牌 uic 思想史研究计划

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The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously...

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