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论品牌定位与品牌延伸的关系 被引量：45

The Relations between the Brand Positioning and Brand Extension
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摘要 品牌定位和品牌延伸是增加品牌资产的两种有效的战略手段,是采用品牌定位战略促进品牌资产的增加,还是利用品牌延伸战略促进品牌资产的增加,一直是理论界争论的热点,本文运用矛盾分析法,对品牌定位与品牌延伸的关系进行了研究。 The brand positioning and brand extension are two effective strategic means on enhancing brand equity. Which one of them is used in building to brand equity is the hot topic for the theorists to argue. This paper studies the relations between the brand poisoning and brand extension by the contradictive analysis.
作者 韩经纶 赵军
机构地区 南开大学国际商学院
出处 《南开管理评论》 CSSCI 2004年第2期46-50,共5页 Nankai Business Review
关键词 品牌定位 品牌延伸 经营战略 品牌资产 品牌忠诚度 创新 市场细分 品牌增值 无形资产 Brand Positioning Brand Extension Relations Study
分类号 F273.2 [经济管理—企业管理]
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参考文献27

  • 1[法]让·诺尔·卡菲勒.战略性品牌管理[M].商务印书馆,2000..
  • 2卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报（社会科学版）,2000,40(4):17-22. 被引量：125
  • 3H S Krishnan Characteristics of Memory Associations A Consumer-based Brand Equity Perspective International Journal of Research in Marketing 1996, (13): 389-405.
  • 4David A, Aaker Kevin Lane Keller Consumer Evaluation and Brand Extension, [J] Journal of Marketing, 1990, (54): 27-41.
  • 5Aaker David and Kevin L Keller Consumer Evaluations of Brand Extensions, Journal of Marketing, 54 (January), 27-41.
  • 6Broniarczyk, M Susan and J W Alba(1994), The Importance of the Brand in Brand Extension, Journal of Marketing Research 31(May), 214-228.
  • 7Aaker D (1991) Managing Brand Equity New York: The Free Press.
  • 8Ranga Swamy A, R Burke and A O Eerence, Brand Equity and the Extendibility of Brand Name, International Journal of Research in Marketing 10, 51-57.
  • 9Maureen, Morrin, S Ratneshwar Dose It Make Sense to Use Scents Enhance Brand Memory? Journal of Marketing Research Vol XL(February ), 2003, 10-25.
  • 10Kevin Lane Kelle Strategic Brand Management 1998 by Prentice Hall, Inc 77-78.

二级参考文献35

  • 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262

同被引文献399

引证文献45

二级引证文献183

南开管理评论
2004年 第2期

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