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中国学生群体对快速消费品品牌延伸评价研究

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摘要 品牌的延伸效应评价一直是国内外研究的关注点。基于Aaker&Keller的品牌延伸评价模型,本文构建了一个新的品牌延伸评价模型。此模型以品牌联想、原产品的感知质量、原产品与延伸产品的相似性为立足点实现对品牌延伸的评价。最后,通过实证研究说明模型的有效性。
作者 马新平
出处 《中国商贸》 北大核心 2010年第19期23-24,共2页 China Business & Trade
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