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品牌联盟战略内在机制的经济分析 被引量:3

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摘要 文章从品牌经济学的视角,引入选择成本的概念,以选择成本分析范式对品牌联盟战略的内在机制进行经济分析,认为品牌联盟战略的成功与否取决于产品品类的相似程度以及品牌联盟参与品牌所代表单一情感利益点的契合程度。产品的品类相似程度越低,参与品牌所代表单一情感利益点的相似程度越高,品牌联盟战略越有可能取得成功;反之,品牌联盟战略极有可能以失败告终。
作者 李蕊智
出处 《统计与决策》 CSSCI 北大核心 2016年第17期181-186,共6页 Statistics & Decision
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参考文献8

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二级参考文献33

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