品牌资产是企业产品和服务的一个展现,能够给企业带来高额的边际利润和持续的优于竞争对手的竞争优势,是企业人士和理论界共同关心的热点。笔者以中国笔记本电脑市场为背景,以南京师范大学购买笔记本电脑的大学生群体为调查对象,考察了企业形象和品牌忠诚影响品牌资产的进路,由此构建了三者之间的结构方程模型,研究结果为笔记本电脑企业在校园品牌营销和品牌战略提供了现实指导和参考。 Brand equity is a manifestation of the enterprise’s products and services. It can bring high marginal profits to the enterprise and continuous superiority over its competitors. It is a common concern of both business people and theorists. Based on the background of China’s notebook market and the college students purchasing notebook computers in Nanjing Normal University, the author examines the corporate image and the impact of brand loyalty on brand equity, and constructs a structural equation model among the three. The results provide practical guidance and reference for the laptop enterprises in campus brand marketing and brand strategy.