新创企业品牌联合效应研究被引量：4

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摘要现有的品牌联合研究和实践主要针对成熟企业,对新创企业的研究相对较少。本文在S&R的基于消费者认知过程的品牌联合效应模型的基础上,运用实验法,分析并检验了新创企业的品牌联合主效应和溢出效应。研究利用了组间设计和组内设计混合的因子设计方法,对不同知名度的合伙品牌进行操控检验,检验了品牌联合的方式对新创企业品牌资产提升的可能性,并进一步分析了不同品牌资产的合作品牌对新创企业品牌资产的影响路径,在此基础上提出管理建议。

作者刘璞黄春萍姬文佳魏凤艳

机构地区河北工业大学经济管理学院

出处《商业时代》北大核心 2014年第27期66-68,共3页 Commercial

基金河北省自然基金项目(项目号:G2012202068)的阶段性成果

关键词新创企业品牌联合联合效应

分类号 F713.5 [经济管理—市场营销]

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