摘要
本文通过对品牌延伸(Brand Extension)的研究综述和实证研究,提出决定品牌延伸的三大因子,并在此基础上构成品牌资产价值(Brand Asset Value),进而研究其在品牌延伸过程中的价值转移,从而构成了评估品牌延伸成败的标准,最终将各种因子和评估标准进行整合,提出了品牌延伸的理论模型。
With a systematic literature review and quantitative analysisof brand extension, this article reveals three layers of factor that determinebrand extension. Based on this, the brand asset vaule is formed. Then theauthor studies the dynamic of brand asset in brand extension and sets thevalue standards to evaluate the success of brand extension. With integrationof varies factors and evaluation, this article gives a theoretical model ofbrand extension.
出处
《南开管理评论》
CSSCI
2003年第3期54-60,共7页
Nankai Business Review
