2014年品牌资产外文翻译--消费者参与品牌资产创造

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1、2300 英文单词， 13500 英文字符 ， 中文 4150 字 文献出处： Kuvykaite R , Piligrimiene Z . Consumer Engagement into Brand Equity CreationJ. Procedia - Social and Behavioral Sciences, 2014, 156:479-483. Consumer engagement into brand equity creation Rita Kuvykaite, Zaneta Piligrimiene Abstract Though there are number of

2、 studies about consumer brand engagement, there is still a lack of research, analysing how to engage consumers in value creation in pursuance of higher brand equity. This article deals with identification of company-related and consumer-related factors that influence consumer brand engagement; it de

3、fines important constructs of consumer engagement behaviour and objects of consumer brand engagement. Finally, a conceptual model of consumer engagement into brand equity creation, which indicates what kind of consumers and how they should be engaged into value creation, seeking for higher brand equ

4、ity, is provided, which opens some new research and knowledge horizons Keywords: Consumer engagement; consumer engagement behaviour; consumer brand engagement; value creation; brand equity 1. Introduction Every company tries to manage strong and well-known brands. The brand offers for consumer the u

5、nique advantages that could not be acquired with other brands. Brand advantages are understood as brand value for customer. Thus brand equity enhances the likelihood of brand preference, leads to consumer loyalty and protects from competitive threats. For brands being marketable and creating value f

6、or customers, companies have to take into account the needs and requirements of consumers. One of the approaches is to involve consumers into brand management. Consumers that are engaged with the brand not only provide the information needed, but help companies to create brands that correspond to consumers individual needs as well. Consumer brand engagement can create for consumers emotional value they will be delighted by the brand, functional value brand will correspond to their speci