中文摘要：

在企业问交易过程中，品牌的价值日益受到重视，而顾客视角有助于揭示隐藏在经济价值背后的本质原因。本文在梳理B2B品牌理论的基础上，将B2B品牌资产划分为产品品牌资产和企业品牌资产两个维度，9-3纳了影响B2B品牌资产的前置因素，提出了B2B品牌资产模型及12条研究假设，通过搜集国内企业的相关数据，对该模型进行了实证检验。结果显示，产品品牌资产更多地受到客户感知价值和产品配送效果的影响，而企业品牌资产则受到供应商的信息支持、人员表现及产品配送效果的影响；产品品牌资产及企业品牌资产都会正向影响采购商的品牌忠诚意向，并且产品品牌资产也通过企业品牌资产间接影响采购商的品牌忠诚意向。

英文摘要：

Brand value has drawn more and more attention in business-to-business transactions, and the perspective of buyers can help to reveal the essence hidden in economic value. Based on the review of B2B brand theory, this article divided B2B brand equity into two dimensions of product brand equity and corporate brand equity, summarized the ante- cedents influencing B2B brand equity, put forward B2B Brand Equity Model and 12 hypotheses, and made an empirical study of the Model by collecting relevant data of domestic enterprises. The results showed that product brand equity was significantly affected by customer perceptive value and product distribution while corporate brand equity was influenced by suppliers＇ information support, employee performance and product distribution. Moreover, both product brand equity and corporate brand equity would positively influence buyers＇ brand loyalty, and the former would influence buyers＇ brand loyalty indirectly through the latter.