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品牌研究文献计量分析
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品牌研究文献计量分析
Created
2020-11-21
|
Updated
2025-04-18
|
2020-2021
|
Post Views:
![[20-11品牌研究文献计量分析.pdf]]
Author:
Jun Shi
Link:
http://shijun0210.top/2020/11/21/2020-2021/20-11-21%20%E5%93%81%E7%89%8C%E7%A0%94%E7%A9%B6%E6%96%87%E7%8C%AE%E8%AE%A1%E9%87%8F%E5%88%86%E6%9E%90/
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CC BY-NC-SA 4.0
unless otherwise stated.
品牌
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文献计量分析
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品牌研究co-citation文献精读
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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bibliometrix
A standard workflow for science mapping consists of five steps: study design, data collection, data analysis, data visualization and interpretation. (Zupic & Cater, 2015) Study design: Scholars define the research questions and choose the appropriate bibliometric methods. And three general types of research questions can be answered using bibliometrics for science mapping: identifying the knowledge base of a topic or research field and its intellectual structure; Examining the research...
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Jun Shi
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