【摘要】 基于消费者的视角,将企业的成分品牌战略和消费者的购买意愿作为研究对象,探讨企业在实施成分品牌时,成分品牌来源国形象对品牌资产及消费者购买意愿的影响以及品牌资产与消费者购买意愿之间的关系。更多还原

【Abstract】 From the perspective consumers,this paper selects the composition of corporate brand strategy and consumer willingness to purchase as the subject.We focus on the impact mechanism of co-branded(i.e.,ingredient brand) image of the country-of-origin on brand equity and consumer willingness to purchase in the process of enterprise’ implementation of ingredient brand.更多还原