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品牌延伸效应评价模型构建及实证分析

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摘要 品牌的延伸效应评价一直是国内外研究的关注点。基于Aaker&Keller的品牌延伸评价模型,本文构建了一个新的品牌延伸评价模型,此模型以品牌联想、原产品的感知质量、原产品与延伸产品的相似性为立足点实现对品牌延伸的评价。最后,通过实证研究说明模型的有效性。
作者 杨名
出处 《商业时代》 北大核心 2010年第20期29-30,55,共3页 Commercial
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参考文献8

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二级参考文献28

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