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如何规避品牌延伸风险 被引量：4

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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问题共同研究所
出处 《商业时代》 北大核心 2005年第11期53-53,57,共2页 Commercial
关键词 品牌延伸 规避风险 双刃剑 企业
分类号 F272.3 [经济管理—企业管理] F832.5 [经济管理—金融学]
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参考文献5

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  • 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

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商业时代
2005年 第11期

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