A Brand Equity Driving Model Based on Interaction Quality

机译：基于互动质量的品牌股权驾驶模式

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Brand equity, whose essence is the result of constant interaction between enterprises and customers, is important assets for enterprises. In this study, the concept of interaction and interactive marketing was defined and dimensions of brand equity were divided more clearly. A brand equity driving model was proposed and tested based on interaction quality. The results show that interaction quality has a significant positive impact on brand equity; enterprise-customer interaction quality has positive influences on all factors of brand equity; employee-customer interaction quality has prominent influences on brand image and brand experience.

机译：品牌股权，其本质是企业和客户之间不断互动的结果，是企业的重要资产。在这项研究中，定义了互动和互动营销的概念，并将品牌股权的维度更加清晰。基于互动质量提出和测试品牌股权驾驶模式。结果表明，互动质量对品牌股权产生了重大积极影响; 企业互动质量对品牌股权的所有因素产生积极影响; 员工 - 客户互动质量对品牌形象和品牌体验具有突出影响。

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《International Conference on Humanities and Social Science Research》|2015年||共6页
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作者
An Yan; Juanjuan Chen;
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正文语种
中图分类 C1-53;
关键词
Interaction quality; Brand recognition; Brand emotion; Brand loyalty;

机译：互动质量;品牌识别;品牌情感;品牌忠诚度;

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3. MEASURING BRAND EQUITY OF COSMECEUTICALS – A CASE USING CONSUMER BASED BRAND EQUITY MODEL [J] . Vaijayanthi P, Shreenivasan Ka Asian Journal of Pharmaceutical and Clinical Research . 2017,第6期

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4. A Brand Equity Driving Model Based on Interaction Quality [C] . An Yan, Juanjuan Chen International Conference on Humanities and Social Science Research . 2015

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5. Brand equity and college athletics: Investigating the effects of brand uncertainty situations on consumer-based brand equity. [D] . Higgins, Julie A. 2006

机译：品牌资产和大学运动：调查品牌不确定性情况对基于消费者的品牌资产的影响。
6. Driving brand equity in health services organizations: the need for an expanded view of branding [O] . James K. Elrod, John L. Fortenberry Jr. 2018

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7. A Brand Equity Driving Model Based on Interaction Quality [O] . An Yan, Juanjuan Chen 2015

机译：基于互动质量的品牌股权驾驶模式

A Brand Equity Driving Model Based on Interaction Quality

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