品牌延伸研究:回顾与展望

Study on Brand Extension: Review and Perspectives

本文从消费者如何评价品牌延伸、品牌延伸对原品牌、对广告和市场效率产生何种影响、企业怎样选择品牌延伸的进入时机等方面,对西方学术界在品牌延伸领域的研究作了较系统的回顾。在此基础上,作者提出了该领域未来的主要研究方向。

This paper attempts to provide a rough picture of brand extension res earch in western academic circle.To achieve this,it focuses on reviewing and sum marizing the findings related to how consumers evaluate brand extension,what's t he effects of brand extension on original brand,ad and market share,and when is the appropriate entry time to use brand extension.Finally,it presents the future research directions.