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论企业的品牌延伸 被引量：2

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摘要 品牌延伸在越来越多的企业得到广泛应用。然而它却像把双刃剑,在帮助企业走向成功的同时,也蕴含着巨大的风险。本文对品牌延伸的优点、风险进行了全面论述,并在此基础上提出了规避风险的策略。
作者 景春梅
机构地区 西北第二民族学院经济管理系
出处 《价格理论与实践》 北大核心 2004年第7期60-61,共2页 Price:Theory & Practice
关键词 品牌延伸 企业管理 营销策略 成本控制 新产品开发 市场推广 品牌形象 市场占有率
分类号 F273.2 [经济管理—企业管理]
  • 相关文献

参考文献6

二级参考文献25

  • 1[1]Laforet, S.(1995),Corporate Brand Hierarchies,Doctoral Dissertation,Loughboruogh University of Technology.
  • 2[2]Smith,D.C.and C.W.Park(1992)," The Effect of Brand Extension on Market Share an Advertising Efficiency," Journal of Marketing Research 29(August),296- 313.
  • 3[3]Aaker,David A.and Kevin L.Keller (1990)," Consumer Evaluations of Brand Extensions," Journal of Marketing, 54(January),27- 41.
  • 4[4]Sunde,L.And R.J.Brodie(1993)," Consumer Evaluations of Brand Extensions:Further Empirical Evidence,"International Journal of Research in Marketing 10,47- 53.
  • 5[5]Bottomley,P.A.and J.R.Doyle(1996)," The Formation of Attitudes towards Brand Extensions:Testing and Generalizing Aaker and Keller's Model,"International Journal of Research in Marketing 13,365- 377.
  • 6[6]Keller K.L.and D.Aaker (1992)," The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research 24(February),35- 50.
  • 7[7]Tauber,E.M.(1988)," Brand Leverage:Strategy for Growth in a Cost- control World," Journal of Advertising Research(August/September),26- 33.
  • 8[8]Boush,D.M.And B.Loken(1991)," A Process- tracing Study of Brand Extension Evaluation,"Journal of Marketing Research 28(February),16- 28.
  • 9[9]Broniarczyk,M.Susan and J.W.Alba(1994)," The Importance of the Brand in Brand Extension," Journal of Marketing Research 31(May),214- 228.
  • 10[10]Rangaswamy A.,R.Burke and A.O.Eerence(1993) ," Brand Equity and the Extendibility of Brand Names," International Journal of Research in Marketing 10,61- 57.

共引文献112

同被引文献22

  • 1张金海,窦光华.品牌延伸战略再透析[J].武汉大学学报（人文科学版）,2005,58(6):784-789. 被引量：3
  • 2Aaker D A,Keller K L.Consumer evaluations of brand extension[J].Journal of Marketing,1990,54(1):27-41.
  • 3Aaker D A,Keller K L.The effects of sequential introduction of brand extensions[J].Journal of Marketing,1992,29(1):35-50.
  • 4Diamantopoulos A,Smith Z,Grime I.The impact of brand extensions on brand personality:experimental evidence[J].European Journal of Marketing,2005,39(1/2):129-149.
  • 5Loken Barbara,John Deborah R.Diluting brand beliefs:when do brand extensions have a negative impact[J].Journal of Marketing,1993,57(3):71-84.
  • 6Martinez E,Pina J M.The negative impact of brand extensions on parent brand image[J].The Journal of Product and Brand Management,2003,12(6/7):432-448.
  • 7Vanitha Swaminathan,Richard J Fox,Srinivas K,Reddy.the impact of brand extension introduction on choice[J].Journal of Marketing,2007,65:1-15.
  • 8Jean B Romeo:the Effect of Negative Information on the Evaluations of Brand Extension His and the Family Brand[J].Advances in Consumer Research,1991:18.
  • 9Ahluwalia R,Zeynep Z C.The effects of extensions on the family brand name:an accessibility-diagnosticity perspective[J].Journal of Consumer Research,2000,27(3):371-402.
  • 10Joseph W.Chang.Will a family brand image be diluted by an unfavorable brand extension-a brand trial-based approach[J].Journal of Consumer Research,2002,29:299-304.

引证文献2

二级引证文献1

价格理论与实践
2004年 第7期

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