品牌联合研究:综述与构想

Study on Brand Alliance:Review and Design

品牌联合作为一种提升品牌资产的有效手段在实业界已经得到广泛应用,在西方学术界也已经研究多年。然而,我国学术界对品牌联合的关注才刚刚开始。全面梳理与总结西方学者有关品牌联合的研究成果,不仅能够指导我国企业的品牌联合实践,同时能够为我国品牌联合的后续研究构建理论基础。文章将从品牌联合及其模式、品牌联合效应及其衡量、品牌联合效应影响因素这几方面对国外现有研究成果进行梳理与评述,在此基础上,对品牌联合的未来研究提出我们的构想。

Brand alliances, as one of the effective methods to improve brand assets, have been widely used in industry and have been studied for many years in western countries. However, Chinese scholars have paid little attention to it. In order to give feasible guidance for Chinese enterprises and to build theoretical foundation for Chinese researchers on brand alliances, this paper tries to give a systematic analysis on it. Firstly this paper summarizes the previous studies on the concepts, patterns, effects and influencing factors of brand alliances. Then, the paper points out the limitation in existing literature and gives some advices for future study.