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公司品牌整体上对消费者的产品评价具有积极影响,但公司品牌不同维度影响产品评价的作用机制与效果具有显著差异。不论是基于公司品牌的整体视角,还是从具体维度来看,公司品牌对消费者产品评价的影响都存在作用边界。本文主要基于文献分析,在概述公司品牌的内涵和维度的基础上,探析公司品牌影响产品评价的作用机制和边界。
The corporate brand as a whole has a positive impact on the evaluation of consumers’ products, but there are significant differences in the mechanism and effect of different dimensions of corporate branding on product evaluation. Whether it is based on the overall perspective of the company’s brand, or from a specific dimension, the influence of the company’s brand on the evaluation of consumer products has a role boundary. Based on the literature analysis, based on the connotation and dimensions of the corporate brand, this paper explores the mechanism and boundary of corporate brand impact on product evaluation.