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8805全球品牌资产反映了全球品牌区别于一般品牌的价值来源，是当前国际营销学界和全球营销经理关注的重要主题，但有关该主题的研究成果仍相当有限，国内的研究还未真正开始。本文首先根据现有文献梳理了全球品牌资产的两类内涵，再从整合视角对全球品牌资产概念进行了重新界定，同时应用品牌价值链模型表征两类全球品牌资产内涵与全球品牌价值之间的关系，在此基础上分别阐述了与之对应的三种测量方式，并论述了经济发展水平、文化价值观和品牌来源国对全球品牌资产评价及其效应的影响机制。最后，本文展望了未来研究方向，以期为国内关注该研究主题的学者提供参考。
全球品牌资产:概念、测量与影响因素
摘要
参考文献
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引用本文
吴漪, 何佳讯. 全球品牌资产:概念、测量与影响因素[J]. 外国经济与管理, 2017, 39(1): 29–41.
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