产品与服务的品牌资产比较研究被引量：11

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摘要关于品牌资产对产品更重要还是对服务更重要这一问题,学术界的研究结论并不一致。本文采用问卷调查的研究方法,直接和间接测量了搜索、体验和信任属性的产品和服务共12个品牌的品牌资产,并对两者的测量结果进行比较和讨论。结果表明:品牌资产对于无形的服务更为重要,消费者在选择有形的产品时,则更倾向于通过支付溢价来确保质量;在所有属性的产品中,品牌资产对于搜索属性的产品最为重要;而所有属性的服务中,其品牌资产的重要性是相同的。

作者卫海英雷超

机构地区暨南大学管理学院市场学系暨南大学管理学院

出处《财贸经济》 CSSCI 北大核心 2010年第5期109-115,共7页 Finance & Trade Economics

关键词品牌资产溢价支付意愿搜索属性体验属性信任属性

分类号 F273.2 [经济管理—企业管理]

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