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品牌延伸效果的模糊综合评价 被引量：6

Fuzzy Comprehensive Appraisal of Brand Extension
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摘要 品牌延伸是企业开拓市场的重要营销策略。以往对品牌延伸效果的评价大多采用定性分析,主观性强,难以消除人为因素的影响。基于此,引入模糊数学方法,并对品牌延伸效果进行量化评价。 Brand extension is an important strategy for enterprises to develop market.The appraisal of brand extension has been carried through by the way of qualitative analysis before, which makes it difficult to eliminate the influence of contrived factors. By using fuzzy mathematics approach,brand extension can be appraised quantitatively.
作者 李海廷
机构地区 烟台大学经济与工商管理学院
出处 《科技进步与对策》 CSSCI 北大核心 2005年第3期130-131,共2页 Science & Technology Progress and Policy
关键词 品牌延伸 品牌延伸效果 模糊综合评价 brand extension effect of brand extension fuzzy comprehensive appraisal
分类号 F273.4 [经济管理—企业管理]
  • 相关文献

参考文献4

  • 1David A.Aaker and Kevin Lane Keller (1990).Consumer Evaluation of Brand Extensions. Journal of Marketing, 54(January), 27-41.
  • 2David M.Boush and Barbara Loken(1991).A Process-tracing Study of Brand Extension Evaluation.Journal of Marketing Research, 28(February), 16-28.
  • 3Daniel C.Smith and C.Whan Park(1992).The Effect of Brand Extension on Market Share and Advertising Efficiency. Journal of Marketing Research,29(August),296-313.
  • 4符国群.品牌延伸研究:回顾与展望[J].中国软科学,2003(1):75-81. 被引量：101

二级参考文献24

  • 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100

同被引文献68

引证文献6

二级引证文献28

科技进步与对策
2005年 第3期

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