品牌延伸中消费者知识演化模式研究

A Study of the Evolving Pattern of Consumer Brand Knowledge in Brand Extension

品牌延伸是市场高度竞争时期新产品入市的主要手段,基于联想网络记忆模型和组织知识创造理论的品牌知识模型能使品牌知识有效地留存在顾客记忆之中,并进行合理的品牌知识创造,从而建构出品牌延伸中消费者品牌知识的静态模式和动态模式,揭示出消费者品牌知识对品牌延伸的影响。

Brand extension is the chief competitive means for a new product to drive in the market. Based on the associative network memory model and the brand knowledge model of the organizational knowledge creation theory, can effectively keep the brand knowledge in the memory of consumers, and rationally create brand knowledge, so as to advance the static and dynamic patterns of consumers＇ brand knowledge in brand extension and illustrate the influence of this type of knowledge on brand extension.