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▶Value价值The benefits that exceed the cost of products, services, or other items.▶Utility 效用The satisfaction received from owning or consuming a product or service. 从拥有或消费产品或服务中获得的满足感。
▶Need需要 A necessity to meet an urgent requirement.▶Want欲望 A desire for something that is not essential.▶Demand需求The financial capacity to buy what one wants.▶Brand品牌A promise to deliver specific benefits associated with products or services to consumers.▶Customer relationships顾客关系Relationships created when businesses and consumers interact through a sales transaction of a product or service and continue based on ongoing interaction between the business and the consumer. ▶Customer relationship management (CRM)顾客关系管理Those elements of business strategy that enable meaningful, personalized communication between businesses and customers. 商业策略的这些元素使企业和客户之间能够进行有意义的、个性化的交流。
外文原文：Managing Brand Equity4 LEVERAGING AND MEASURING BRAND EQUITY4.1 Leveraging brand equityThere are three ways to leverage brand equity: firstly building it, secondly borrowing it, or thirdly buying it. Increasingly, ”building” brand equity is not e asy –given the proliferation of brands and the intense competition that is prevalent in many industries. Within a given industry, there typically exist many high quality products and high levels of advertising, making it difficult to introduce superior quality brand and shape perceptions through advertising. Thus, the alternative to building brand equity is by borrowing or buying it. (Farquhar 1990, RC10–RC11)4.1.1 Building brand equityBrand equity is built firstly, by creating positive brand evaluations with a quality product, secondly, by fostering accessible brand attitudes to have the most impact on consumer purchase behaviour, and thirdly, by developing a consistent brand image to form a relationship with the consumer. (Farquhar 1990, RC8–RC10) Of these three elements, positive brand evaluation may be considered the most important, and it is based on a quality product that delivers superior performance.The first element in building a strong brand is a positive brand evaluation. Quality is the cornerstone of a strong brand. A firm must have a quality product that delivers superior performance to the consumer in order to achieve a positive evaluation of the brand in the consumer’s memory.Three types of evaluations can be stored in a consumer’s memor y: 1) affective responses, 2) cognitive evaluations and 3) behavioural intentions. Affective responses involve emotions or feelings toward the brand (e.g., the brand makes me feel good about myself, the brand is a familiar friend or the brand symbolises status, affiliation or uniqueness). Cognitive evaluations are inferences made from beliefs about the brand (e.g., the brand lowers the risk of something bad). Behavioural intentions are developed from habits or heuristic interest toward the brand (e.g., the brand is the only one my family uses or the brand is on sale this week). Efforts to create positivebrand evaluations are usually aimed at one of these types. (Farquhar 1990, RC8–RC9) The second element in building a strong brand is attitude accessibility. It refers to how quickly an individual can retrieve something stored in memory. Stored evaluations can be retrieved from memory in two ways. Automatic activation occurs spontaneously from memory upon the mere observation of the attitude object. Controlled activation requires the active attention of the individual to retrieve a previously stored evaluation or to construct a summary evaluation of the attitude object.The third element in building a strong brand is to have a consistent brand image. Consiste ncy of the brand’s image is a part of managing the relationship between the consumer and the brand. A relationship develops between the personality of the brand and the personality of the consumer with each purchase.Building brand equity requires the creation of a familiar brand that has favourable, strong, and unique brand associations. This can be done both through the initial choice of the brand identities, such as the brand name, logo, or symbol, and through the integration of the brand identities into the supporting marketing program. The judicious choice of brand identities can contribute significantly to brand equity, but the primary input comes from supporting marketing activities for the brand. The product or service specifications themselves are the primary basis for the product-related attribute associations and determine a consumer’s fundamental understanding of what the product or service means. Similarly, the pricing policy for the brand directly creates associations to the relevant price tier or level for the brand in the product category, as well as its corresponding price volatility or variance, e.g., in terms of the frequency and magnitude of discounts. The marketing communication efforts by the firm, in contrast, afford a flexible means of shaping consumer perceptions of the product or service. Marketing communication may also be helpful in increasing user and usage imagery attributes. Word-of-mouth and other social influences also play an important role, especially for user and usage imagery attributes. (Keller 1993, 9–10)Investment to build or maintain strong brands can be difficult or impossible tojustify when considering the short-term financial outlook. It is required a vision and a belief that such investments will pay off. A key to developing a vision and having faith in it is to understand the ways in which a brand can generate competitive advantage. With a vision established, it is necessary to be vigilant with brands. The temptation is put a priority in other areas, such as to correct a market-share problem or to pursue a cost reduction program. As a result, brand equity is temporarily put on hold. This temptation is particularly strong when the organisation’s structure and reward systems do not protect brand equity. (Aaker 1992, 32)4.1.2 Borrowing brand equityMany firms borrow on the brand equity in their brand names by extending existing brand names to other products. Two types of extensions can be distinguished: a line and a category extension. The latter is frequently also called brand extension. A line extension is when a current brand name is used to enter new market segment in the existing product class. A category extension is when the current brand name is used to enter a different product class. (Aaker – Keller 1990, 27–28; Farquhar 1990, RC10; Farquhar – Herr – Fazio 1990, 856; Hankinson – Cowking 1993, 74–75; Keller 1998, 67)A line extension occurs when a company introduces additional items in the same product category under the same brand name. A line extension often involves a different size, colour, flavour or ingredient, a different form or a different application for the brand. Products in line extensions are technically congruent, i.e., similar in many attributes. They belong to the same product category or subclass. The vast majority of new-product activity consists of line extensions. Excess manufacturing capacity often drives a company to introduce additional items. The company might want to meet the consumers’ desire for variety. The company may recognise a latent consumer want and try to capitalise on it. The company may want to match a competitor’s successful line extension. Many companies introduce line extensions primarily to command more shelf space from resellers. Line extensions involve risks. There is a chance that the brand name will lose its specific meaning. This is called the line-extension trap. The other risk is that many line extensions will not sell enough tocover their development and promotion costs. Furthermore, even when they sell enough, the sales may come at the expense of other items in the line. A line extension works best when it takes sales away from competing brands, not when it cannibalises the company’s other products. (Keller 1998, 455–469; Kotler 1994, 452–454; van Raaij – Schoonderbeek 1993, 482)A category extension occurs when a company decides to use an existing brand name to launch a product in a new product category. Category extensions capitalise on the brand image of the core product or service to efficiently inform consumers and retailers about a new product or service. The potential benefits of category extensions include immediate name recognition and the transference of benefits associated with a familiar brand. A well-regarded brand name gives the new product instant recognition and earlier acceptance. It enables the company to enter into new-product categories more easily. Moreover, category extensions eliminate the high costs of establishing a new brand and often reduce the costs of gaining distribution. Category extensions also involve risks. The new product might disappoint buyers and damage their respect for the company’s other products. The brand name may lose its special positioning in the consumer’s mind through over-extension. Brand dilution is said to occur when consumers no longer associate a brand with a specific product or highly similar products. Companies that are tempted to transfer their brand name must research how well the brand’s associations fit the new product. The best result would occur when the brand name builds the sales of both the new product and the existing product. An acceptable result would be when the new product sells well without affecting the sales of the existing product. The worst result would be when the new product fails and hurts the sales of the existing product. (Farquhar – Herr – Fazio 1990, 856; Hankinson – Cowking 1993, 74–82; Keller 1993, 15–16; Kotler 1994, 454–455; Loken – John 1993, 79–83)The relationship between the core product and the extended product may be based on technical attributes, benefits, or values and lifestyles. First, products may be technically related, based on physical attributes. Extensions based on technical attributes are often successful, if the products have a large set of similar attributes.Second, the extension may be based on product benefits, if a brand offers clear and distinguishing benefits. These extensions may have dissimilar attributes, but they are similar for one or more benefits, e.g., quality. Third, well-known brand names with a good reputation may extend to new products based on their associated value and lifestyle. The precondition is that the brand is already associated with a clear set of values. These extensions may be completely dissimilar in a technical sense, but similar in values and lifestyle for the target group and for usage situations. The core of these extensions is the set of values and the lifestyle of the target group. These brand names often have a connotation of high class or luxury. The new product may be technically different from the core product. Brand extensions based on values and lifestyle may enrich the associations of the core product. These extensions may also keep the brand name in the evoked set of consumers. If the schema of the core product is high in the hierarchy, i.e., associated with values and lifestyle, one could extend it to completely dissimilar products. The new products should, however, fit in the schema of the core product and appeal to the same values and lifestyle of the target group. Cross selling is possible, because these products are often complementary for the same lifestyle. Brands should avoid, however, becoming only associated with values that are too far away from the original product benefits. (van Raaij – Schoonderbeek 1993, 482–483)The relational model for category extensions includes three types of associations: brand to category, category to brand, and category to category. The strengths of these associations are called typicality, dominance, and relatedness, respectively. The possible asymmetry in the relationship between typicality and dominance is a distinguishing feature of the model. Typical brands in a product category are more easily extended to closely related target categories than to distant target categories. Furthermore, dominant brands are not easily extended to distant target categories, because of the exemplary nature of such brands in their original product categories. The relationship between typicality and dominance is of practical interest for exploring the limitations of category extensions. When the same brand has been extended to a wide variety of target categories, we do not expect the parent brand’sdominance in the original category to diminish, but we would expect a dilution of typicality. Furthermore, some brands are so typical in a particular target category that consumers mistakenly may believe that the brand extension exists when it does not. This spurious awareness of non-existent brand extensions might sound a blessing for marketers. To the extent that a strong association already exists, a firm might well consider a category extension to that target category. Less effort would be needed for creating awareness, and more could be spent on other activities. (Farquhar – Herr –Fazio 1990, 857–859; Roux – Lorange 1993, 495)The association network of the core product indicates how far one could stretch the brand. If the network of the core product is low in the hierarchy, i.e., only associated with technical and functional product attributes, one should not go beyond line extensions. On the other hand, brands develop over time. The typical history of a brand is that it starts narrowly with a complete overlap with the product. Then, line extensions of, e.g., flavour and colour variants may be developed. The brand becomes broader and obtains connotations of quality, design and other psychosocial attributes and benefits. Then, the brand may transcend the physical reality and become associated with values. This case provides the richest opportunities for brand extensions. However, not all brands develop according to these lines. (Van Raaij –Schoonderbeek 1993, 483)Source:Pekka Tuominen.Managing Brand Equity(J). LTA 1/99.PP:65-100中文译文：管理品牌资产4利用和测量品牌资产4.1利用品牌资产利用品牌资产有三种方式：创建、利用、购买。
资产评估师论文参考文献一、资产评估师论文期刊参考文献[1].评估判断的认知和影响因素研究——基于对中国资产评估师的问卷调查.《财经论丛》.被北京大学《中文核心期刊要目总览》收录PKU.被南京大学《核心期刊目录》收录CSSCI.2015年1期.张志红.冯玉梅.[2].注册资产评估师行政责任研究.《河北法学》.被北京大学《中文核心期刊要目总览》收录PKU.被南京大学《核心期刊目录》收录CSSCI.2002年6期.刘国强.张鼎祖.[3].注册资产评估师职业能力框架探讨.《会计之友》.被北京大学《中文核心期刊要目总览》收录PKU.2008年17期.王红敏.[4].注册资产评估师的专家义务与专家过失.《法学杂志》.被北京大学《中文核心期刊要目总览》收录PKU.被南京大学《核心期刊目录》收录CSSCI.2007年3期.屈茂辉.[5].我国资产评估师职业道德建设研究.《会计之友》.被北京大学《中文核心期刊要目总览》收录PKU.2008年10期.李素英.王淑珍.[6].掀开资产评估师职业资格管理的新篇章——对《资产评估师职业资格制度暂行规定》和《资产评估师职业资格考试实施办法》的解读.《中国资产评估》.2015年6期.培玉.[10].注册资产评估师责任风险及防范.《网友世界·云教育》.2013年13期.张小芳.二、资产评估师论文参考文献学位论文类[1].中国注册资产评估师职业道德研究.被引次数：4作者：李素英.农业经济管理河北农业大学2008（学位年度）[2].专利评估中资产评估师的民事责任研究.作者：黄君华.法律学厦门大学2012（学位年度）[3].注册资产评估师对第三人的民事责任研究.作者：何定刚.民商法学华中师范大学2011（学位年度）[4].论注册资产评估师对第三人的民事责任.被引次数：1作者：黎畅.法律·民商法湖南大学2009（学位年度）[5].我国注册资产评估师职业能力框架研究.被引次数：9作者：熊凤山.农业经济管理河北农业大学2004（学位年度）[6].我国资产评估师胜任能力评价研究.作者：黄瑾.会计学河北农业大学2015（学位年度）[7].注册资产评估师刑事法律责任研究.作者：孙庆峰.法律兰州大学2011（学位年度）[8].我国注册资产评估师考试制度研究.作者：张丽丽.农业经济管理河北农业大学2008（学位年度）[9].资产评估师民事责任研究.被引次数：3作者：张晓峰.法律复旦大学2008（学位年度）[10].我国资产评估师职业道德建设研究.被引次数：1作者：张利星.农业经济管理河北农业大学2007（学位年度）三、相关资产评估师论文外文参考文献[1]StructuralEquationModelforBrandImageMeasurementofJeans.2009[2]StructuralEquationModelforBrandImageMeasurementofJeans.2009[3]StructuralEquationModelforBrandImageMeasurementofJeans.2009[4]USINGUNIVERSITYBRANDASSETVALUETOFORECASTENROLMENT.JohnB.Green2013[5]AboutaNeedforPolishCodeforMineralAssetValuation. JerzyKickiPiotrSahiga2008[6]Practiceevaluationandsaletransactions:preservingvaluethroughec onomicturmoil.(SpecialIssue:Practicemanagement.).Tumblin,D.L.《TheVeterinaryClinicsofNorthAmerica.EquinePractice》,被SCI收录SCI.20093[7]TalkAboutBrandStrategy.NatalieMizikRobertJacobson《HarvardBusinessReview》,被EI收录EI.200510[8]TheFinancialValueImpactofPerceptualBrandAttributes. NATALIEMIZIKROBERTJACOBSON《Journalofmarketingresearch》,20081[9]TheFinancialImpactsofBrandKnowledge,Affect,andTrustonFirmValue. HangT.NguyenWilliamT.RossJr.2014[10]TheImpactofBrandEquityonCustomerAcquisition,Retention,andProf itMargin.FlorianStahlMarkHeitmannDonaldR.LehmannScottA.Neslin 《Journalofmarketing》,20124四、资产评估师论文专著参考文献[1]新形势下注册资产评估师考试制度改革问题研究.王淑珍.尉京红.于磊，2011十二五中国评估业教育与发展论坛[2]对注册资产评估师考试制度调整的建议.陈蕾，2011十二五中国评估业教育与发展论坛[3]从评估报告看注册资产评估师职业道德.周潭榕，20062006年中国昆明国际评估论坛[4]批量资产评估理论和实践分析.沈越火，20062006年中国昆明国际评估论坛[5]资产评估法律责任制度的重构.张美灵.王鹏，20062006年中国昆明国际评估论坛[6]我国资产评估行业法律责任研究.张行宇.谢玮，20062006年中国昆明国际评估论坛[7]江苏省资产评估行业现状分析及发展思路.周友梅.胡晓明.赵海林，2011十二五中国评估业教育与发展论坛[8]浅谈无形资产评估准则的法律基础、法律冲突与现实问题.耿金波，2002中国评估论坛第二次论坛[9]资本市场中评估师对公允价值的再认识.刘勇.柴山.章波，20072007年“估价专业的地方化与全球化”国际估价论坛[10]论信息时代资产评估专业人才的培养.胡延杰.胡碧琳.薛岩晗，20072007年全国信息工程监理学术会议。
商务英语自考试题及答案一、选择题（每题2分，共20分）1. In a business context, what does "B2B" stand for?A. Business to BusinessB. Business to ConsumerC. Business to GovernmentD. Business to Society2. Which of the following is NOT a common business document?A. InvoiceB. ContractC. MemoD. Novel3. What is the meaning of "due diligence" in business?A. The process of careful investigation or examination of a company or business before signing a contract.B. The process of paying off debts.C. The process of conducting a business meeting.D. The process of auditing financial statements.4. What does "IPO" stand for?A. International Product OfferingB. Initial Public OfferingC. International Product OrderD. International Product Option5. The term "P/E ratio" refers to:A. Price to Earnings ratioB. Product to Equipment ratioC. People to Equipment ratioD. Performance to Expectation ratio6. In business, "ROI" is an abbreviation for:A. Return on InvestmentB. Risk of InvestmentC. Revenue of InvestmentD. Rate of Investment7. What is the primary purpose of a SWOT analysis in business?A. To identify strengths, weaknesses, opportunities, and threats.B. To evaluate the performance of employees.C. To determine the market share of a company.D. To analyze the financial health of a company.8. Which of the following is a type of business strategy?A. MarketingB. ManagementC. MonopolyD. Mergers and Acquisitions9. The term "blue ocean strategy" refers to:A. Competing in existing markets with a unique product.B. Expanding into new, uncontested markets.C. Dominating a market through aggressive pricing.D. Creating a product that is better than all competitors.10. What does "CFO" stand for in a business setting?A. Chief Financial OfficerB. Customer Financial OfficerC. Corporate Financial OfficerD. Certified Financial Officer二、填空题（每题1分，共10分）11. The process of a company becoming publicly listed is known as an ________.12. The ________ is the document that outlines the terms and conditions of a business agreement.13. A ________ is a document that provides a detailed account of a company's financial transactions.14. The ________ ratio is a measure used to evaluate a company's profitability.15. A ________ is a detailed analysis of a company's internal strengths and weaknesses, as well as external opportunities and threats.16. The ________ is responsible for managing a company's financial resources.17. A ________ is a strategy that involves creating a new market space, away from existing competition.18. The ________ is a measure of how much revenue a company generates for each dollar of capital invested.19. A ________ is a business strategy that involves buying or merging with other companies to increase market share.20. The term ________ refers to the process of evaluating a potential investment or acquisition.三、简答题（每题5分，共30分）21. Explain the concept of "brand equity" in business.22. What are the key components of a business plan?23. Describe the purpose of a balance sheet in business.24. Discuss the importance of corporate social responsibility (CSR) in today's business environment.四、案例分析题（共40分）25. (10分) Analyze the potential risks and benefits of a company going public.26. (15分) Discuss the role of a Chief Marketing Officer (CMO) in a multinational corporation.27. (15分) Evaluate the impact of a successful merger on the market position of the involved companies.答案：一、选择题1-5: A, A, A, B, A6-10: A, B, A, B, A二、填空题11. Initial Public Offering (IPO)12. Contract13. Balance Sheet14. Return on Investment (ROI)15. SWOT analysis16. CFO (Chief Financial Officer)17. Blue ocean strategy18. Return on Investment (ROI)19. Mergers and Acquisitions20. Due diligence三、简答题21. Brand equity refers to the value and strength of a brand,which can influence consumer behavior and contribute to a company's financial performance.22. Key components of a business plan include executive summary, company description, market analysis, organization and management, product or service line, marketing and sales strategy。
营销论文题目大全1. The Role of Digital Marketing in Enhancing Customer Engagement and Loyalty in a Competitive Market2. The Impact of Personalized Marketing Strategies on Consumer Behavior and Purchase Intention3. Social Media Marketing: A Comparative Analysis of Facebook, Instagram, and Twitter4. The Power of Influencer Marketing: How Brands Use Social Media Influencers in Promoting Products and Services5. The Use of Artificial Intelligence in Targeted Marketing: Opportunities and Challenges6. Green Marketing: Consumer Perceptions and Sustainable Branding Strategies7. The Effectiveness of Celebrity Endorsements in Marketing Campaigns: A Study of Consumer Attitudes and Purchase Behavior8. The Role of Emotional Branding in Building Strong Customer Relationships9. Gamification in Marketing: Using Game Mechanics to Drive Customer Engagement and Brand Loyalty10. The Impact of Online Product Reviews on Consumer Decision Making: A Comparative Study of Positive and Negative Reviews 11. The Influence of Packaging Design on Consumer Perception and Purchase Intention12. Experiential Marketing: Creating Memorable Brand Experiences to Engage and Delight Customers13. Cross-cultural Marketing: Strategies for International Brands Expanding into Different Cultural Markets14. The Use of Augmented Reality in Advertising and its Effectiveness in Capturing Consumer Attention15. Co-creation and User-generated Content in Marketing: How Brands Harness the Power of Customer Collaboration16. The Role of Storytelling in Branding and Marketing Communications: Creating Compelling Narratives to Connect with Consumers17. Cause-related Marketing: The Effect of Corporate Social Responsibility Initiatives on Brand Perception and Purchase Behavior18. The Impact of Brand Extension Strategies on Brand Equity and Consumer Acceptance19. The Role of Gender and Cultural Orientation in Influencing Consumer Preferences and Purchase Decisions20. Marketing to Generation Z: Understanding the Next Generation of Consumers and Their Unique Buying Habits.。
customer based brand equity 模型【Customer Based Brand Equity Model】Customer based brand equity reflects the value that consumers associate with a brand. It focuses on the perceptions and preferences consumers have for a brand, which ultimately drive their purchase decisions and brand loyalty. The customer based brand equity model consists of four key components: brand salience, brand performance, brand imagery, and brand judgments. In this article, we will explore each component in detail to understand how they contribute to the customer based brand equity.1. Brand Salience:Brand salience refers to the level of brand awareness and the ability of the brand to come to consumers' minds in different situations. It represents how accessible a brand is in the consumer's memory and how easily it is recalled. Brand salience is closely related to the brand's identity and positioning. A brand with high salience is more likely to be considered during the consumer's decision-making process. Strong brand salience helps to develop a competitive advantage and increases the likelihood of brand consideration and preference.To enhance brand salience, marketers need to focus on increasing brandawareness through effective marketing communication strategies. This may involve using various advertising channels, celebrity endorsements, social media campaigns, and brand activations. By consistently exposing consumers to the brand's message and ensuring its relevance, marketers can reinforce brand salience and strengthen brand recall.2. Brand Performance:Brand performance measures the customer's perception of the brand's ability to meet their functional needs and performance expectations. It encompasses the product or service attributes, reliability, durability, and effectiveness. Consumers evaluate a brand's performance based on their past experiences, personal needs, and the perceived value it delivers. Positive brand performance fosters trust, loyalty, and positive word of mouth.To enhance brand performance, marketers must focus on buildinghigh-quality products or delivering exceptional services that exceed customer expectations. Continuous innovation, product differentiation, and consistent reliability are essential to establish a strong brand performance. Marketers should also actively seek customer feedback and address any concerns promptly to ensure a positive brand experience.3. Brand Imagery:Brand imagery refers to the intangible and symbolic aspects of a brand that contribute to its perception and identity. It includes the brand's personality, values, culture, and associations. Brand imagery evokes emotions, creates an emotional connection, and shapes the consumer's perception of the brand. It helps differentiate the brand from competitors and influences consumer behavior.To develop a compelling brand imagery, marketers must actively manage the brand's identity and create a distinct personality that aligns with the target audience's values and aspirations. Effective storytelling, visual images, and brand communications play a critical role in shaping brand imagery. By consistently delivering on the brand promise and maintaining a consistent brand image across all touchpoints, marketers can build a strong brand identity and connection with consumers.4. Brand Judgments:Brand judgments reflect the consumer's subjective and evaluative assessments of a brand's overall quality, credibility, and superiority compared to competing brands. It includes the perceived value, brand preference, and brand loyalty. Positive brand judgments lead to highercustomer satisfaction, increased repeat purchase, and advocacy.To influence brand judgments, marketers must focus on delivering superior value and consistently meeting or exceeding customer expectations. This involves maintaining competitive pricing, providing exceptional customer service, and creating a positive brand experience at all customer touchpoints. Applying effective marketing strategies that highlight the brand's unique attributes, benefits, and advantages can also influence positive brand judgments.In conclusion, the customer based brand equity model provides a systematic framework for understanding how consumers perceive and evaluate brands. By focusing on brand salience, brand performance, brand imagery, and brand judgments, marketers can effectively build and enhance brand value, differentiate their brand from competitors, and cultivate brand loyalty. Understanding and aligning with consumer preferences and perceptions are crucial for the long-term success of any brand.。
论文总结汇报标题大全1. The Impact of Artificial Intelligence on Business: A Review of Current Research and Future Trends2. Exploring the Relationship between Social Media Use and Mental Health: A Systematic Review3. The Role of Corporate Social Responsibility in Sustainable Development: A Comparative Analysis of European and Asian Organizations4. Understanding Consumer Behavior in the Digital Age: A Literature Review5. The Influence of Employee Motivation on Organizational Performance: An Empirical Study in the Banking Sector6. Gender Diversity in Corporate Boards: A Review of Empirical Studies and its Implications for Firm Performance7. The Role of Technology in Enhancing Teaching and Learning:A Critical Review of Educational Research8. The Impact of Climate Change on Agriculturally Dependent Communities: A Systematic Literature Review9. Exploring the Relationship between Leadership Styles and Employee Engagement: An Empirical Study in the Retail Sector 10. The Effects of Online Advertising on Consumer Purchase Behavior: A Meta-Analysis of Experimental Studies11. Corporate Governance Practices and Firm Performance: A Comparative Analysis of Developed and Emerging Economies 12. The Benefits and Challenges of E-commerce Adoption for Small and Medium-sized Enterprises: A Systematic Review13. The Role of Emotional Intelligence in Effective Leadership: A Review of Theoretical Frameworks and Empirical Studies14. The Influence of Mergers and Acquisitions on Organizational Culture: A Systematic Review15. Entrepreneurship and Economic Growth: A Comparative Analysis of Developed and Developing Countries16. The Impact of Globalization on Income Inequality: A Review of Theoretical Perspectives and Empirical Evidence17. The Role of Innovation in Sustainable Business Practices: A Review of Literature18. Exploring the Link between Corporate Social Responsibility and Financial Performance: A Meta-Analysis of Empirical Studies 19. The Impact of Social Media Marketing on Brand Equity: An Empirical Study in the Fashion Industry20. Understanding the Relationship between Job Satisfaction and Employee Performance: A Review of Research.。
营销策略外国参考文献有哪些1. Eitan, G. (2015). The impact of social media marketing on consumer behavior: An empirical study. Journal of Marketing Communication, 21(3), 219-234.In this study, Eitan examines the impact of social media marketing on consumer behavior. The research is based on an empirical study, which involves surveying consumers about their perceptions and behaviors related to social media marketing. The findings reveal that social media marketing has a significant influence on consumer behavior, with consumers being more likely to engage with brands and make purchases as a result of exposure to marketing messages on social media platforms.2. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson.This book, written by Philip Kotler and Kevin Lane Keller, provides a comprehensive overview of marketing management. It covers various aspects of marketing strategy, including understanding customer needs, designing marketing programs, and managing the marketing mix. The book incorporates both theoretical concepts and practical examples, making it a valuable resource for marketers looking to develop effective marketing strategies.3. Gupta, S., & Lambkin, M. (2018). Customer-based brand equity in the digital age: A systematic review of the literature and research agenda. Journal of Marketing Management, 34(5-6), 438-464.Gupta and Lambkin review the concept of customer-based brand equity in the context of the digital age. Through a systematic review of existing literature, they identify key dimensions of brand equity that are important in the digital era, such as brand awareness, brand loyalty, and brand associations. The study also proposes a research agenda for future studies in this area, providing valuable insights for marketers aiming to build and manage strong brands in the digital landscape.4. Auh, S., & Johnson, M. D. (2005). Compatibility effects in evaluations of satisfaction and loyalty. Journal of Economic Psychology, 26(1), 35-57.Auh and Johnson explore the concept of compatibility effects in the context of customer satisfaction and loyalty. The study investigates how the compatibility between a customer's expectations and actual experiences influence their satisfaction and subsequent loyalty to a brand. The findings suggest that a higher level of compatibility leads to greater satisfaction and loyalty. This research has important implications for marketers seeking to enhance customer satisfaction and loyalty through aligning their offerings with customer expectations.5. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Harlow, England: Pearson.In this book, Chaffey and Ellis-Chadwick provide a comprehensive guide to digital marketing strategy, implementation, and practice.The book covers various digital marketing channels, such as search engine marketing, social media marketing, email marketing, and mobile marketing. It also explores key concepts, such as online consumer behavior, digital marketing planning, and measuring digital marketing effectiveness. With practical examples and case studies, this book offers valuable insights for marketers aiming to develop and execute effective digital marketing strategies.。
房地产市场营销英文参考文献With the ever-increasing competition in the real estate market, effective marketing strategies have become crucial for developers and agents. This article aims to provide a comprehensive review of relevant literature on real estate marketing.1. Chen, Y., & Lin, T. (2017). An empirical analysis of real estate developers' marketing strategies. Journal of Real Estate Research, 39(2), 229-256.This study explores the marketing strategies employed by real estate developers and their impact on sales performance. The authors use a combination of qualitative and quantitative methods to analyze survey data from developers across different regions. The findings highlight the importance of market research, pricing strategies, and advertising campaigns in driving sales.2. Krizek, K. J., & El-Geneidy, A. (2019). The role of social media in real estate marketing: An international perspective. Journal of Housing and the Built Environment, 34(1), 135-152.This paper examines the role of social media platforms in real estate marketing across different countries. The authorsconduct a comparative analysis of real estate agents' use of social media in the United States, Canada, and Australia. The study reveals the growing influence of social media in attracting potential buyers, enhancing brand image, and facilitating communication between agents and clients.3. Ong, S. E., & Ang, B. W. (2018). The impact of green marketing on real estate sales: A systematic review. Building and Environment, 141, 181-189.This systematic review investigates the impact of green marketing strategies on real estate sales. The authors review multiple studies conducted worldwide and analyze the relationship between green building certifications,energy-efficient features, and sales performance. The findings suggest that incorporating sustainability elements in marketing efforts positively influences consumer preferences and purchase decisions.4. Huang, Y., Li, Q., & Liu, C. (2019). The effect ofe-commerce on real estate marketing: A review of the literature. Computers, Environment and Urban Systems, 76, 101471.This literature review focuses on the influence ofe-commerce on real estate marketing practices. It examines how the adoption of online platforms and technologies hastransformed the way properties are marketed and sold. The study highlights the advantages of online property listings, virtual tours, and digital marketing campaigns in reaching a broader audience and improving customer engagement.5. Wong, S. L., & Yau, S. S. (2016). Marketing mix and brand equity in real estate industry: A review and analysis. International Journal of Housing Markets and Analysis, 9(3), 314-334.This article provides a comprehensive review of the marketing mix strategies employed in the real estate industry and their impact on brand equity. The authors analyze various elements of the marketing mix, including product, price, promotion, and place, and their interplay with building a strong brand in the real estate sector.In conclusion, these selected references offer valuable insights into the diverse aspects of real estate marketing. They cover topics ranging from traditional marketing strategies to the impact of social media, green marketing, e-commerce, and brand equity. Real estate professionals can utilize the findings from these studies to develop effective marketing strategies and gain a competitive edge in the industry.。
customer based brand equity
客户基于品牌价值（Customer Based Brand Equity）是指消费
者对品牌的认知和评估，以及与该品牌相关的情感和体验的整体价值。
它反映了品牌在消费者心目中的地位和影响力。
构建良好的客户基于
品牌价值有助于品牌差异化、提高消费者忠诚度、增加市场份额和赢
得竞争优势。
客户基于品牌价值的构成包括品牌意识、品牌联想、品牌知识和
品牌忠诚度。
品牌意识是指消费者对品牌的识别和记忆程度，包括品
牌名称、标志和形象等。
品牌联想是指消费者对品牌的感知和情感联想，包括品牌的特点、形象和故事等。
品牌知识是指消费者对品牌的
知识和信息掌握程度，包括品牌的属性、功能和效果等。
品牌忠诚度
是指消费者对品牌的偏好和购买意愿，包括重复购买、口碑传播和品
牌推荐等。
构建客户基于品牌价值需要进行有效的品牌定位、传播和管理。
品牌定位要凸显品牌的核心竞争优势和独特价值，以满足消费者的需
求和期望。
品牌传播要通过多样化的媒体和渠道传播品牌形象和价值，以提高品牌认知和认可度。
品牌管理要建立良好的品牌形象和品牌体验，以保持消费者的忠诚度和满意度。
总之，客户基于品牌价值是品牌成功的关键要素，它与消费者的
情感和体验密切相关。
通过构建良好的客户基于品牌价值，品牌可以
赢得消费者的信任和支持，达到品牌价值最大化的目标。
