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在产品日益标准化和商业过度的市场环境下,真实性被视为品牌的核心价值和获取竞争优势的新要素,近年来学者开始关注品牌真实性的研究。本文围绕品牌真实的内涵界定、维度和测量、形成机理以及影响结果等问题,梳理和评析了最新研究成果,并在此基础上展望了未来的研究方向,以期对国内品牌真实性的研究有所启示。
In the increasingly standardized and over-market environment, the authenticity is regarded as the core value of the brand and a new element of gaining a competitive advantage. In recent years, scholars have begun to pay attention to the research of brand authenticity. Based on the definition, dimension and measurement of brand truth, formation mechanism and the impact of results, this paper combs and analyzes the latest research results, and on the basis of which, it looks forward to the future research direction, in order to research the authenticity of domestic brands Inspiration.