期刊文献+

品牌延伸中的感知匹配研究 被引量:2

下载PDF
导出
摘要 本文在系统回顾西方对于品牌延伸中"感知匹配"研究文献的基础上,介绍了这一领域的最新发展动态,讨论了该领域未来的研究方向。文章认为,西方学术界在"感知匹配"的构成及它对于品牌延伸评价的影响方面研究比较深入,成果也比较丰富,但在哪些因素影响感知匹配、以及如何提高感知匹配等方面的研究仍有待进一步拓展和深化。
作者 邓炯 袁玲
出处 《求索》 CSSCI 北大核心 2007年第8期76-78,共3页 Seeker
  • 相关文献

参考文献9

  • 1Tauber, E. M. ( 1981 ) , “Brand Franchise Extension: New Product Benefits From Existing Brand Names.” Business Horizons Mar/Apt81, Vol. 24 Issue 2, p36.
  • 2Keller K. L. and D. Aaker(1992) , "The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research 24 (February) , 35 -50.
  • 3Broniarczyk, M. Susan and J. W. Alba (1994), "The Importance of the Brand in Brand Extension," Journal of Marketing Research 31 (May) ,214 -228.
  • 4Klink, Richard R. , Smith, Daniel C. , "Threats to External Validity of Brand Extension Research", Journal of Marketing Research (JMR), Aug2001, Vol. 38, Issue 3, p326.
  • 5Bottomley, 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.
  • 6Shi Zhang and Sanjay Sood, ( 2002 ) “'Deep' and 'Surface' Cues: Brand Extension Evaluations by Children and Adults.” Journal of Consumer Research; Jun2002, Vol. 29 Issue 1, p129.
  • 7Leif E. Ham and Nina M. Iversen ( 2002 ) , " Decomposed Similarity Measures in Brand Extensions", Advances of Consumer Research, Vol. 29, pp199 - 206.
  • 8Michael J. Barone, Paul W. Miniard and Jean B. Romeo (2000), "The Influence of Positive Mood on Brand Extension Evalua- tions", Journal of Consumer Research, March 2000, Vol. 26, pp386 - 400.
  • 9符国群.品牌延伸研究:回顾与展望[J].中国软科学,2003(1):75-81. 被引量:101

二级参考文献24

  • 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100

同被引文献14

  • 1卫军英.整合营销传播中的观念变革[J].浙江大学学报(人文社会科学版),2006,36(1):150-157. 被引量:45
  • 2关忠诚,程刚.联合品牌战略研究[J].重庆大学学报(社会科学版),2006,12(2):38-43. 被引量:27
  • 3Rao, A. R and Ruekert, R, W..Brand alliances as signals of product quality[J]. Sloan Management review,1994,Vol.35(4).
  • 4Simonin, B. L. and Ruth, J. A..Is the company known by the company it keeps? Assessing the spillover effects of brand al- liances on consumer brand attitudes.Journal of Marketing Research, 1998,Vol. 35, February.
  • 5Washburn. J.H., Till, B.D.and Priluck, R..Co-branding: Brand equity and trial effects [J].Journal of Consumer Marketing, 2000, Vol.17, No.7.
  • 6JH Washburn, BD Till, R Priluck. Brand alliance and customerbased brand-equity effects [J].Psychology and Marketing, 2004, Volume 21, Issue 7.
  • 7Park, C. W., Jun, S. Y. and Shocker, A..D..Composite brand alliances: an investigation of extension and feedback effects [J]. Journal of marketing research,1996,Vol. 33 No. 4.
  • 8AakerD A, KellerK L. Consumer Evaluation and Brand Extension.Journal of MarketingResearch,1990,54,(1).
  • 9Boush D M,Loken B A.Process tracing study of brand extension evaluation.Journal of Markting Research,1991,28(2).
  • 10Allan D.Shocker, Barry L.Bayus,NamwoonKim. Product Complements and Substitutes in the Real World: The Relevance of ? Other Products?. Journal of Marketing[J].2004,(68).

引证文献2

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