摘要
文章运用消费者心理与行为理论和品牌管理理论,借助情感迁移模型和联想需求模型探讨了品牌延伸中消费者心理机制的作用机理,从而阐明了消费者因素在企业品牌延伸中的重要意义,并由此提出一些基于顾客认知导向的品牌延伸策略。
By means of consumer psychology ＆ behavior theory, brand management theory, emotion transfer model and associated requirements model, this paper studied consumers＇ psychological mechanisms in brand extension, clarified the importance of consumer factor in brand extension, proposed a series of brand extension tactics based on customers＇ cognitive trends. So it provided some theoretical and practical references for an enterprise to extend its brands after analyzing typical cases in brand extension.
出处
《华东经济管理》
2007年第7期128-131,共4页
East China Economic Management
关键词
品牌延伸
消费者行为
认知机制
brand extension
consumer behavior
psychology ＆ behavior theory
