国外品牌关系理论新探索

The New Studies on Foreign Brand Relationship Theory

品牌关系理论兴起于20世纪90年代,是品牌研究的最新阶段。本文通过对国外最新研究成果的回顾,试图提出一个对品牌关系理论的整体认识,并为国内学者的研究提供借鉴。通过文献回顾发现品牌关系的形成受到品牌个性、品牌互动、品牌体验、营销活动等多种因素的影响;品牌关系的管理受到关系型态的影响,每种关系型态都有其相应的行为规范,企业的品牌管理活动必须符合相应的行为规范;品牌关系的测量可以通过多种方法进行,包括有一维法、二维法、模型法等;不同方法的应用范围、测量性能及对品牌消费行为的预测能力可以做进一步比较研究。

Beginning with 1990s,brand relationship theory is the latest stage of brand theory research.In order to make a comprehensive understanding of brand relationship theory and provide reference for home scholars,this paper reviews foreign the latest literatures.It is found that： brand relationship is affected by brand personality,brand interaction,brand experience,marketing strategies,and so on;Brand relationship management can be divided into different categories,and each category has its own behavior rules,orporation′s brand management strategies must obey these rules;Brand relationship can be measured through many ways,including one-dimensionality way,two-dimensionality way and model way,and so on.But their differences such as application area,measure capability and forecasting capability for brand consumption behavior need to be further studied.