品牌联盟研究评述

The Literature Review of Brand Alliance

品牌联盟的定义来源于战略品牌管理的意义和联盟组合形式。参盟品牌的属性、消费者对原参盟品牌及参盟品牌关系的评价、参盟品牌的呈现方式、参盟品牌的运营是影响品牌联盟市场效果的主要自变量;消费者对联盟品牌的态度、感知质量、购买意向和联合产品的价格是品牌联盟效果的主要评价指标;品牌联盟对母品牌是"双刃剑";品牌联盟的跨文化研究和层次性研究是该领域将来可作为的方向。

The definition of brand alliance resourced from brand management strategy and the alliance form. The main independent variables were the characteristics of partner brands, the relationship of partner brands, the display of brand alliance, and the operation of brand alliance. The evaluations of brand alliance outcomes were brand attitude, perceived quality, purchase intention and price. Brand alliance had both positive and negative effects on partner brands. The future research issues should be in the cross-culture domain and the hierarchy of brand alliance.