[雙語翻譯]品牌資產(chǎn)外文翻譯--消費者參與品牌資產(chǎn)創(chuàng)造

1、2300 英文單詞， 英文單詞，13500 英文字符，中文 英文字符，中文 4150 字文獻(xiàn)出處： 文獻(xiàn)出處：Kuvykaite R , Piligrimiene Z . Consumer Engagement into Brand Equity Creation[J]. Procedia - Social and Behavioral Sciences, 2014, 156:479-483.Consumer engagement in

2、to brand equity creationRita Kuvykaite, Zaneta PiligrimieneAbstractThough there are number of studies about consumer brand engagement, there is still a lack of research, analysing how to engage consumers in value creatio

3、n in pursuance of higher brand equity. This article deals with identification of company-related and consumer-related factors that influence consumer brand engagement; it defines important constructs of consumer engageme

4、nt 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 creat

5、ion, seeking for higher brand equity, is provided, which opens some new research and knowledge horizonsKeywords: Consumer engagement; consumer engagement behaviour; consumer brand engagement; value creation; brand equity

6、1. IntroductionEvery company tries to manage strong and well-known brands. The brand offers for consumer the unique advantages that could not be acquired with other brands. Brand advantages are understood as brand value

7、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 for customers, companies have t

8、o 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 hel

9、p companies to create brands that correspond to consumer‘s individual needs as well. Consumer brand engagement can create for consumer’s emotional value – they will be delighted by the brand, functional value – brand wil

10、l correspond to their specific needs better, and social value – consumers will be willing to engage into brand community. The more positive associations the brand will create for consumers, the more brand loyalty consume

11、rs will demonstrate and the more positive word-of-mouth will communicate the brand experience, thus increasing the brand equity.Consumer is an active partner in creating brand equity. It‘s important to understand that bo

12、th the consumer and the company play different roles in value creation. Nowadays not only companies are those that are interested in consumer behaviour, but the consumers themselves seek for knowledge about products and

13、brands. What kind of consumers should be involved into brand management? How to engage consumers and persuade them to participate in brand management for the sake of higher brand equity? For now, these questions are not

14、answered in a commonly accepted and unambiguous way.Consumer engagement into brand equity creation is relatively new research field and the existing studies are somewhat fragmented. There is still a lack of common integr

15、ated evaluation of consumer brand engagement and the process of consumer engagement into brand value creation is not thoroughly examined.Predominant research is on consumer brand engagement behaviour (Hollebeek, 2011; me

16、mbers within the community, the three-party relationships are born and the brand value is created.According to Louro et al. (2001), company can get benefits from brand communities in several aspects. The major part of co

17、mmunity members represents the brand consumers, whose involvement is related to brand loyalty. Communities could create value by sharing user experience or recommendations. However, company should assess the possible ris

18、k of brand community, which is related to public information sharing on Internet among community members, and an exposure of this information to competitors. Moreover, the user experience is not always positive and it ca

19、n have negative impact on brand value.The Service dominant logic perspective reveals that companies should not only monitor market and react to consumer‘s needs, but have to provide additional services for consumers as w

20、ell. Gradually, Goods Dominant Logic (G-D logic) switched to Service Dominant Logic (S-D logic), where consumer is perceived as no longer only passive user, but as having an active role in value creation.According to Var

21、go et al. (2004), S-D logic is based on the main exchange element, which is called value ?co- creation“. The process of co-creation can be passive as well as active. In the case of passive co-creation, company does not p

22、ut many efforts into creation and retention of relationships with consumers. The interaction appears only at the moment of selling products to consumers. Meanwhile the active co-creation involves conscious and continuous

23、 communication with consumers not only at the moment of selling, but also during all the processes of co-creation. Thus passive co-creation mainly reflects value exchange, whereas active co-creation encompasses not only

24、value creation, but also its development together with consumers. Active co-creation requires from company to motivate consumers to engage into value creation. During co-creation, the new products are created, the new ma

25、rketing communications are developed and the social experience of consumers is formed (Prahalad et al., 2004). Joint actions of a company and a consumer could create value for both a consumer and a company.Dimensions and

26、 stages of consumer engagement. Many authors relate the term ?consumer engagement” with some behavioural, emotional and consumers cognition efforts or commitment. Hollebeek (2011) while analysing consumer brand engagemen

27、t, distinguishes cognitive, affective and behavioural engagement dimensions. At first consumer gets familiar with a brand, which later evokes some particular emotions that could be positive or negative, and eventually th

28、ese emotions stimulate the consumer to act, i.e., the consumer is not a passive user, but an active participant, who gives some input into brand value creation. According to Higgins et al. (2009), the more consumers are

29、engaged, the bigger value is created.With reference to brand equity dimensions, proposed by Aaker (1991) - familiarity, perceived quality, associations and brand loyalty – Boyle (2007) identifies 5 stages of consumer eng

30、agement in brand equity creation:1) the development of a new product with unique perceived product attributes, 2) the creation of brand awareness through marketing and other communications, 3) consumer interpretation of

31、marketing and other communications to form pre-consumption brand association, 4) consumption of the product and the formation of post-consumption associations, 5) repurchase and the intensifying perception of unique bene