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基于Fuzzy模型的企业品牌延伸指标构建及其效果研究 被引量:2

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摘要 力图在总结西方学者在品牌研究比较成熟的基础上,尝试运用模糊数学中的模糊综合评价方法对企业的品牌延伸效果进行一个全新的尝试,即运用定量化的研究方法对企业品牌延伸效果进行定量分析,以期能够对品牌延伸研究有所裨益。
作者 陈又星 徐辉
出处 《科技管理研究》 北大核心 2010年第4期146-148,共3页 Science and Technology Management Research
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参考文献6

  • 1LAFORET S. Corporate Brand Hierarchies, Doctoral Dissertation, Loughboruogh University of technology, 1995. 被引量:1
  • 2AAKER D A, KEVIN L K. Consumer Evaluation of Brand Extensions [J]. Journal of Marketing, 1990, 54 (January) : 27 -41. 被引量:1
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二级参考文献24

  • 1[1]Laforet, S.(1995),Corporate Brand Hierarchies,Doctoral Dissertation,Loughboruogh University of Technology. 被引量:1
  • 2[2]Smith,D.C.and C.W.Park(1992)," The Effect of Brand Extension on Market Share an Advertising Efficiency," Journal of Marketing Research 29(August),296- 313. 被引量:1
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