摘要： 产品能力与宣传能力是企业的两大核心能力。两类企业能力均能有效地提高品牌资产，即消费者感知的企业产品能力和宣传能力越高，其对品牌的熟悉度、声誉和信任感的评价越高。更重要的是，两类企业能力共同交互作用于品牌声誉和品牌信任：当一种能力被感知较高时，另一种能力的作用则被削弱，即表现为相互抑制的拮抗关系。
中图分类号:
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