品牌重叠概念与机理研究被引量：2

A Study on the Concept and Mechanism of Brand Overlap

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摘要品牌重叠现象在市场中普遍存在,但学术界一直缺乏对品牌重叠具体概念和机理的系统性研究。本文通过考察国内外与品牌重叠相关的大量文献,在文献研究的基础上对品牌重叠相关问题进行了深入分析,主要对品牌重叠的概念定义、内涵特性、产生机理、存在类型等方面进行了较为系统的理论探讨,并总结了国内外品牌重叠相关问题研究的发展状况、趋势以及所存在的一些突出问题。 Brand overlap is a very common phenomenon in the market place. However there are currently very few academic researches into the basis and mechanisms behind brand overlap. This paper investigates the research related to brand overlap and gives a deep analy-sis and discussion into some issues about this, mainly including the comprehensive definition, basis, characteristics, mechanism and types. Finally, this study discusses the status-quo and prominent problems in brand overlap, and prospected the future tendency.

作者王焱赵红赵宇彤

机构地区中国科学院大学管理学院中国建筑材料集团有限公司信息化工作办公室

出处《管理评论》 CSSCI 北大核心 2013年第11期156-162,176,共8页 Management Review

基金国家自然科学基金面上项目(70872103)

关键词品牌重叠概念机理理论研究 brand overlap, concept, mechanism, theoretical research

分类号 F273.2 [经济管理—企业管理]

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参考文献54

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