Multi-perspective Analysis and Integration Framework Construction of Cultural Brand Value Evaluation Research Based on Grounded Theory

摘要

The research on brand value evaluation is becoming more and more mature and deepening, but the related research results of cultural brand as the research object are affected by its invisibility and the characteristics difficult to describe in the realization process, showing a diversified pattern. Based on the grounded theory, this paper makes a systematic review of the literature on the evaluation of cultural brand value published by the influential journals in the field of management at home and abroad. After that, the paper reviews the relevant research literature from three perspectives of finance, market and consumer. Finally, according to the existing research and in view of its shortcomings, this paper constructs an integrated framework of cultural brand value evaluation, which can be used as a reference for subsequent related research.