摘要
21世纪是情感消费的时代。情感品牌能够凭借智慧和敏锐的洞察力,运用隐藏在人类情感背后的真正力量与消费者沟通和交流。本文运用经济学及品牌经济理论,在对现有品牌延伸案例及理论研究进行分析的基础上,引入情感因素,构建基于情感偏好的品牌延伸经济模型,发现情感指数既能够在同质条件下影响消费者选择偏好,又能够通过影响品类而作用于选择成本;厂商品牌延伸成功与否取决于该厂商品牌与其它同质产品的品牌的情感指数之间的关系。
The 21st century is an era of consumer sentiment.Emotional branding can achieve communication and exchange with consumers by means of wisdom,keen insight and hidden human emotions that back up the real power.This article constructs a brand extension model based on emotion preferences by introducing emotion factors and economics.Emotion index can be found to affect optional costs as well as consumer preferences.Manufacturers' success of brand extension depends on the emotion index of corporate brand and competitive brands.
出处
《当代经济科学》
CSSCI
北大核心
2009年第1期50-58,共9页
Modern Economic Science
关键词
情感偏好
品牌延伸
经济分析
Emotion preferences
Brand extension
Economic analysis
