Usability,Cool Feeling and Brand Value Creation:Evidence from A Popular Individual Consuming Product

摘要：

Brand value is widely discussed and is widely seen as the key of competitive edge.However, with the rise of emerging brands and the recession of once-brilliant brands,appropriate approaches for brand value creation become the everlasting theme of practitioners and scholars.Based on literature review of consumer perceived value perspective,this Paper provides a simple and practical causal framework for product value construction.We propose that product brand value is based on the two essential categories of its perceived practical usability andcoolfeeling.One popular consuming product iPod case is analyzed on this base to support the framework.

关键词： Usability cool feeling brand value individual consuming product

作者: SHENG WZ CHEN Jin YANG Xia

作者单位: School of business and management,Shaoxing University,Shaoxing,P.R.China,312000 Research center for science,technology and education policy,Zhejiang University,Hangzhou,P.R.China,310012

会议类型: 国际会议

会议名称: 2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)

会议地点: 浙江绍兴

会议语种:英文

页码: 187-190

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）