基于消费者视角的区域品牌资产创建路径研究

摘要

From the consumer's perspective,the consumer utility value is brought from regional brand,is the intangible equity created and accumulated by enterprise.With consumer perspective for the construction of Regional brand assets assets way,the experience of consumers and the enterprise marketing activities is the premise of the establishment of Regional brand assets.Consumers brand consumption psychology process forms regional brand consumption value.Brand awareness,quality cognition,brand association,origin association and brand loyalty is the important dimensions of Regional brand assets.%从消费者视角看,区域品牌资产是区域品牌给消费者带来的效用增值,是由企业创建和积累的无形资产。该文探讨了构成区域品牌资产的几个关键要素,从消费者视角分析了区域品牌资产的构建途径。