دانلود رایگان مقاله لاتین ارزش برند شرکت از سایت الزویر
عنوان فارسی مقاله:
روابط صاحبان سهام، ارزش برند، عملکرد شرکت: چشم انداز مبتنی بر منابع
عنوان انگلیسی مقاله:
Stakeholder relationships, brand equity, firm performance: A resource-based perspective
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
2.1. Brand equity Marketing literature contains various conceptualizations of brand equity (Davcik, da Silva, & Hair, 2015; Veloutsou, Christodoulides, & de Chernatony, 2013). For example, Ailawadi, Lehmann, and Neslin (2003, p. 1) refer to brand equity as “the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name.” Extant literature mostly approaches the effects or outcomes from a consumer- or firm-based perspective. The consumer-based perspective indicates that brand value creation stems from consumer-level outcomes, such as perceptions, attitudes, knowledge, and behavior (e.g., Christodoulides & de Chernatony, 2010). The firm's point of view instead concentrates on firm-level outcomes such as price, market share, revenues, and cash flows (Ailawadi et al., 2003). The firm-based perspective also comprises considerations of both product markets and financial markets (Keller & Lehmann, 2006). The former reflects a brand's performance in a product marketplace, whereas the latter refers to the brand's future ability to attract profits or cash flows to the company (Ailawadi et al., 2003). In contrast with traditional output-oriented views, a contemporary perspective argues that brand value arises continuously through interactions among the firm, its brands, and all stakeholders (Davcik et al., 2015; Merz, He, & Vargo, 2009). This stakeholder cooperative perspective — by addressing how firms, consumers and other groups co-create brand value simultaneously — encompasses both firm- and consumer-based perspectives (Iglesias et al., 2013; Nguyen, Dadzie, Davari, & Guzman, 2015). The current study therefore relies on this broad stakeholder cooperative perspective on brand equity. Emergent research in brand co-creation explores various ways that multiple stakeholders co-create brand equity. For example, brand meaning often results from simultaneous interactions among interdependent stakeholders in a brand's network (Iglesias & Bonet, 2012; Vallaster & von Wallpach, 2013). Iglesias et al. (2013) suggest that stakeholders co-create brand value through conversations and negotiations. Gyrd-Jones and Kornum (2013) also explore the processes of brand equity co-creation, which invoke stakeholder interactions embedded in multiple stakeholder systems. These authors suggest that stakeholder interactions allow for the co-exploration of new modes of representation and expression for the brand and the co-development of new products.
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کلمات کلیدی:
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