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品牌价值观一致性及其对公司品牌持续发展影响的重要性问题引起学者重视。“品牌价值观在企业内外部的吸引力匹配”适宜作为品牌价值观一致性的衡量新指标。本文以来自中国8家上市银行公司的数据对相关假设进行实证检验,结果发现,“品牌价值观在企业内外部的吸引力匹配”对内部品牌强度和外部品牌强度均有高度的解释力,有助于同时提升员工品牌角色内行为、品牌角色外行为及顾客品牌满意度。研究结果有助于克服现有品牌价值观一致性衡量的缺陷,并为企业进行科学的公司品牌价值观体系构建与管理提供实践指导。
The consistency of the brand values and its importance to the sustainable development of the company’s brand has drawn great attention from scholars. “The attractiveness of the brand values in the internal and external of the enterprise match ” is suitable as a new measure of the consistency of the brand values. Based on the data from eight listed Chinese banks in China, this paper tests empirically the relevant assumptions and finds that “the attractiveness of the brand values in the internal and external of the enterprise matches ” has a high explanatory power for the internal brand strength and external brand strength, Helps improve both employee brand behavior, brand behavior and customer brand satisfaction. The research results help to overcome the shortcomings of the consistency of the existing brand values and provide practical guidance for enterprises to construct and manage the scientific corporate brand value system.