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在科技创新驱动高质量发展的国家战略下，品牌发展需高度重视科技创新的源动力。文章创新性提出品牌的国家科技资产构念，并开发出基于顾客的国家科技资产量表，实证检验了其信效度及与国家文化资产的区分效度，同时探讨了其影响效应。三项研究的实证结果表明：基于顾客的品牌国家科技资产量表由六个测项构成，具有良好的信度和效度；该量表与国家文化资产量表的区分效度显著；进一步的理论研究表明，品牌的国家科技资产在品牌领导力和品牌能力的关系中发挥部分中介作用，品牌公民行为正向调节品牌领导力对品牌国家科技资产的影响。文章在理论上拓展了以往单纯从文化角度理解品牌资产的研究，在实践上为企业作为创新主体在实施品牌战略过程中，以品牌为新生产要素和战略资源加快发展新质生产力提供了战略性指引。
Abstract：Under the national strategy of technology innovation driving high-quality development, brand development must prioritize the powerful impetus of technological innovation. This paper innovatively proposes the concept of brand's national technological equity and develops the Customer-Based National Technological Equity(CBNTE) scale. It empirically tests the reliability and validity of this scale, as well as its discriminant validity from national cultural equity, while exploring its impact effects. The test results of three studies indicate that the CBNTE scale consists of six measurement items and demonstrates good reliability and validity; the discriminant validity between national technological equity and national cultural equity is significant; further theoretical research indicates that, national technological equity partially mediates the relationship between brand leadership and brand capability, and brand citizenship behavior positively moderates the influence of brand leadership on brand national technological equity. This study theoretically expands previous research that solely understands brand equity from a cultural perspective. In practice, it offers strategic guidance for enterprises, as the main body of innovation, by utilizing brands as new production factors and strategic resources to accelerate the development of new-quality productive forces.
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(1)中华人民共和国中央人民政府.我国进入创新型国家行列——创新第一动力更强劲[EB/OL].(2022-10-10)[2024-05-01].https://www.gov.cn/xinwen/2022-10/10/content_5717027.htm。
(2)感谢章子欣在部分文献资料和数据收集过程中给予的帮助。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2025.02.006
中图分类号:F274;F273.2
引用信息:
[1]何佳讯,刘世洁,吴梦婷.品牌的国家科技资产：基于顾客的构念建立、量表开发及其理论关系实证研究[J].商业经济与管理,2025,No.400(02):74-87.DOI:10.14134/j.cnki.cn33-1336/f.2025.02.006.
基金信息:
国家自然科学基金面上项目“人工智能对齐计算：品牌价值观的‘新基建’、智能产品开发与智能生态品牌战略研究”(72472052);国家自然科学基金面上项目“全球消费者文化、国家文化资产与中国品牌战略创新的理论与实现路径研究”(72072059)