[雙語翻譯]品牌資產(chǎn)外文翻譯---口碑傳播對(duì)品牌資產(chǎn)的影響接受者視角

1、2800 英文單詞， 英文單詞，16500 英文字符，中文 英文字符，中文 4600 字文獻(xiàn)出處： 文獻(xiàn)出處：Virvilaite R , Tumasonyte D , Sliburyte L . The Influence of Word of Mouth Communication on Brand Equity: Receiver Perspectives[J]. Procedia - Social and Behavioral

2、Sciences, 2015, 213:641-646.The Influence of Word of Mouth Communication on Brand Equity: Receiver PerspectivesRegina Virvilaite, Dovile Tumasonyte, Laimona SliburyteAbstractThis research includes theoretical analysis of

3、 the problem and explores the peculiarities of the influence of word of mouth communication on brand equity. Our empirical research results presented in this paper revealed that both vividness and usefulness of word of m

4、outh communication message characteristics give positive impact on brand equity and its dimensions based on the context of luxury good. The statistically positive relation of average strength was determined between the c

5、haracteristics of word of mouth communication (vividness, usefulness) and brand equity dimensions (brand association, brand awareness, brand loyalty, perceived quality) after having analyzed empirically the influence of

6、word of mouth communication message on brand equity with the help of correlation and regression.Keywords: Word of mouth communication; Brand equity; Brand awareness; Brand association; Brand loyalty; Perceived qualityInt

7、roductionIt is indeed important to remember that brand equity is no longer valued by large sums of money that companies invest; instead customers are dictating the value of brand equity by what they are saying to each ot

8、her. From the company’s viewpoint it is not important just to assess the word of mouth communication’s influence on the consumers and their further behaviour, but it is also essential to perceive its influence on the bra

9、nd equity.The brand equity studies cover the conceptualization and development of brand equity dimensions and their measurement. The scientists have focused on different aspects of word of mouth communication in their st

10、udies.Some scientists have researched the usefulness of word of mouth communication (Ennew, Banerjee, Smith, Bickart, Menon Mazzarol, Soutar, Trusov, Bucklin, Walker, 2001; Maxhmar Mazzarol, Soutar, Rezvani, Hosei

11、ni, Yoo, Donthu, Yoo Washburn it is self-formed. This is determined by the simplicity of usage, feedbacks, functional characteristics, and product value. Brand image is the content of product (Management study guide,

12、 2012), because when the consumer buys a product, he buys an image formed during the feedback.After having performed the empirical research of brand equity dimensions, Chieng and Goi (2011) determined that the strongest

13、interrelations exist between the following:· brand loyalty and brand association;· perceived quality and brand association; · perceived quality and brand awareness; · perceived quality and brand

14、loyalty.Aaker and Joachimsthaler (2000) were one of the first to distinguish four brand equity dimensions – brand association, brand awareness, brand loyalty and perceived quality. Yoo and Donthu (2001), Kim, Gon Kim, an

15、d An (2003), Lee and Back (2009), Kim and Hyun (2011), Chieng and Goi (2011) and other scientists were using the dimensions of brand equity distinguished by Aaker and Joachimsthaler (2000) in later theoretical and empiri

16、cal researches. More thorough theoretical and empirical studies of brand equity’s dimensions have been carried out by Pappu, Quester, and Cooksey (2005), Bravo, Fraj, and Martinez (2007), Tong and Hawley (2009), Yasin an