双因素理论视角下品牌激活策略探讨

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摘要本文运用双因素理论分析老化品牌的激活问题,认为品牌怀旧心理是品牌激活的保健因素,品牌体验是激励因素,在此基础上提出品牌激活的对策建议。

作者胡旺盛薛华

机构地区安徽财经大学工商管理学院

出处《商业时代》北大核心 2011年第32期30-31,共2页 Commercial

关键词品牌体验品牌激活双因素理论

参考文献2

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商业时代

2011年第32期

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