期刊文献+

品牌宽度与消费者对品牌认同度的关系研究 被引量:7

下载PDF
导出
摘要 本文探讨了对品牌宽度的理解,深入解析了品牌认同度的概念、形成及其评价。并以海尔、娃哈哈和蒙牛等三个品牌为例进行调研分析。发现品牌宽度与品牌认同度之间并无直接的线性关系。宽度大并不意味着品牌认同度就低,相反地,宽度的扩大还有可能在一定程度上促进认同度的提高。
作者 郑小勇
机构地区 浙江师范大学
出处 《工业技术经济》 北大核心 2007年第5期137-141,共5页 Journal of Industrial Technological Economics
  • 相关文献

参考文献17

  • 1Laforet, S. Corporate Brand Hierarchies, Doctoral Dissertation, Loughboruogh Univerity of Technology, 1995.
  • 2Fiske, S.T.and M.A.Pavelchak. Ctegory - based versus Piecemeal - based Affecfive Resonses: Development in Schema- triggered Affect. In: Richard M.Sorrentiono and E.T.Higgins eds. The Handbook of Motivation and Cognition: Foundations of Social Behavior, New York: Cuilford Press, 1986:167 - 204.
  • 3Romeo, J.B. The Effects of Negative Information on the Evaluations of Brand Extensions and Family Brand. In: Advances in Consumer Research, Vol.18, Rebecca H.Holman and M.R.Soloman eds. Association for Consumer Research, 1991.
  • 4Aaker, David A. and Kevin L. Keller. Consumer Evaluations of Brand Extensions [J]. Journal of Marketing, 1990, (51): 27-41.
  • 5Boush, D.M. and B. Loken. A Process- tracing Study of Brand Extension Evaluation [J]. Journal of Marketing Research, 1991, (28): 16-28.
  • 6Susan M. Broniarczyk and Joseph W.Alba. The Importance of the Brand in Brand Extension [J]. Journal of Marketing Research May 1994, 31 (2) : 214 -2291.
  • 7赵国柱等.市场营销学[M].中国物资出版社,2003,231.
  • 8Rio A., Belen del, Rodolfo, Vazquez, and Victor Iglesias. The Effect of Brand Associations on Customer Response [J]. Journal of Customer Marketing, 2001, 18 (5): 410- 425.
  • 9金立印.基于品牌个性及品牌认同的品牌资产驱动模型研究[J].北京工商大学学报(社会科学版),2006,21(1):38-43. 被引量:80
  • 10黄学方,夏保卫.论品牌的核与壳[J].黄冈职业技术学院学报,2004,6(2):44-46. 被引量:1

二级参考文献44

  • 1江智强.试论品牌延伸成功的基础、条件、关键和保障——兼谈如何成功品牌延伸[J].商业研究,2002(23):100-103. 被引量:6
  • 2David A.Aaker and Kevin Lane Keller (1990).Consumer Evaluation of Brand Extensions. Journal of Marketing, 54(January), 27-41.
  • 3David M.Boush and Barbara Loken(1991).A Process-tracing Study of Brand Extension Evaluation.Journal of Marketing Research, 28(February), 16-28.
  • 4Daniel 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.
  • 5Susan M. Broniarczyk and Joseph W. Alba(1994),"The Importance of the Brand in Brand Extension,"Journal of Marketing Research, Vol. ⅩⅩⅪ(May) :229-242.
  • 6Zeynep and Maheswaran (1998), "The Effects of Extensions on Brand Name Dilution and Enhancement,"Journal of Marketing Research, Vol. ⅩⅩⅩⅤ (November) :464 - 473.
  • 7Sujan,Mita and James R.Bettman(1989), "The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research," Journal of Marketing Research,26(November): 454 - 467.
  • 8马某超 高云鹏.消费者心理学[M].北京:中国商业出版社,1997.80-113.
  • 9Fiske S T, Pavelchak M A. Category - based versus piecemeal- based affective responses: motivation and cognition. NewYork: Guifford Press, 1986:167- 204.
  • 10Boush D M,Shipp S,Loken B,et al. Affect generalization to similar and dissimilar brand extensions. Psychology of marketing, 1987, (4) :225 - 237.

共引文献139

同被引文献63

引证文献7

二级引证文献5

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部