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品牌身份:内涵、结构与演化 被引量:1

Brand identity: connotation, structure and evolution
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摘要 首先探讨了在品牌理论的演化过程中品牌身份观和品牌形象观的区别与联系。接着从营销学等视角阐释了品牌身份内涵,并提出了品牌身份的结构维度模型。在上述研究基础上,从品牌生态视角进一步探讨了品牌身份的内涵及演化。最后,提出基于品牌身份的品牌管理启示与未来研究展望。
作者 史伟 SHI Wei
出处 《全国流通经济》 2022年第34期11-14,共4页 China Circulation Economy
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