品牌延伸成功的驱动因素:文献回顾与评析

On the Driving Factors of Successful Brand Extension:The Literature Review and Analysis

成功的品牌延伸不仅能加快企业成长并提高投资回报率,同时,伴随着品牌延伸而建立起来的宽品牌优势还可能为企业以后的发展奠定良好的基础。因此,探索影响消费者品牌延伸评价的因素已经成为重要的研究主题。自Aaker和Keller(1990)开创该领域的研究范式以来,该领域已经积累了大量文献。在这样的背景下,对1990年以来探析影响消费者品牌延伸评价主要因素的文献进行回顾和评析。

A successful brand extension can not only increase the enterprise growth but also provide a good foundation for its future development with the establishment of broad brand advantages. Therefore, it has become an important research topic to explore fators influencing consumers ＇ evaluation about brand extension. Since Aaker and Keller（1990） created the research paradigm in this field, large amount of literatre has been accumulated. This paper, under this circumstance, makes a review and an analysis about the literature exploring and analyzing the main factors that influence the consumers＇ evaluation of brand extension.