期刊文献+

品牌延伸过程中品牌联合战略选择的实证研究

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摘要 本文以实证研究对比分析了不同形式的品牌联合为品牌延伸带来的不同市场效应。结果表明,不同形式的品牌联合对母品牌感知质量、品牌态度和购买意愿的影响是有差异的;合伙品牌的数量并非越多越好,其效应取决于合伙品牌的种类,同质联合的效应似乎比异质联合的效应要高,而产品匹配型合伙品牌比品牌匹配性合伙品牌似乎更有助于品牌联合的成功。本研究为企业营销管理实践中的战略选择提供了参考。
机构地区 扬州大学商学院
出处 《现代商业》 2013年第23期46-48,共3页 Modern Business
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参考文献10

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