基于消费者的动漫品牌资产模型的构建与实证研究

Construction and Empirical Research of Consumer-Based Animation Brand Equity Model

摘要: 国际市场动漫品牌竞争日趋激烈，相比于美、日动漫品牌，国产动漫品牌建设能力目前亟待提高。采用扎根理论的研究方法，通过对30位动漫消费者访谈、20篇豆瓣动漫长篇影评文本分析，梳理出基于消费者的动漫品牌资产包括品牌知名度、感知质量、品牌文化、品牌原创力、创作团队联想、品牌评价和品牌忠诚度7个维度。由977份调研问卷进行实证分析，结果显示，品牌知名度对感知质量、品牌文化、品牌原创力、创作团队联想有正向影响作用，感知质量、品牌文化、品牌原创力、创作团队联想对品牌评价有正向影响作用，品牌评价对品牌忠诚有正向影响作用。依据动漫品牌资产的7个维度，选取12个动漫品牌进行评价及对比分析，对国产动漫品牌建设提出发展建议。

Abstract: The competition in the international market for animation brands is becoming increasingly fierce. Compared with the US and Japanese animation brands, the ability to build domestic animation brands is urgently needed. Using the research method of grounded theory, through the analysis of 30 animation consumers and 20 pieces of Douban animation long-form review, we combed the con-sumer-based animation brand equity model including brand awareness, perceived quality, brand culture, brand originality, team association, brand evaluation and brand loyalty. 977 question-naires were collected for empirical analysis. The results show that brand awareness has a positive impact on perceived quality, brand culture, brand originality, and team association. Perceived quality, brand culture, brand originality, and team association have a positive impact on brand evaluation, and brand evaluation has a positive impact on brand loyalty. According to the 7 dimen-sions of animation brand assets, 12 animation brands were selected for evaluation and comparative analysis, and suggestions for the development of domestic animation brand construction were pro-posed.