预测
預測
예측
Forecasting
2009年
4期
1~7
,共null页
原永丹 董大海 刘瑞明 于丹
原永丹 董大海 劉瑞明 于丹
원영단 동대해 류서명 우단
品牌延伸 品牌资产 消费者评价 品牌管理 品牌战略
品牌延伸 品牌資產 消費者評價 品牌管理 品牌戰略
품패연신 품패자산 소비자평개 품패관리 품패전략
brand extension; brand equity; consumer evaluation; brand management; brand strategy
品牌延伸是20世纪80年代以来被企业实践广泛应用但是又频遭失败的品牌化战略。由于消费者对品牌延伸的评价是品牌延伸战略能否成功的关键,大量研究对消费者如何评价品牌延伸进行了探查。本文通过文献梳理,指出了现有研究的四个视角：感知匹配性、母品牌特征、消费者特征和营销刺激;从上述四个方面对相关学术观点及概念进行了评析并提出了未来的主要研究方向。
品牌延伸是20世紀80年代以來被企業實踐廣汎應用但是又頻遭失敗的品牌化戰略。由于消費者對品牌延伸的評價是品牌延伸戰略能否成功的關鍵,大量研究對消費者如何評價品牌延伸進行瞭探查。本文通過文獻梳理,指齣瞭現有研究的四箇視角：感知匹配性、母品牌特徵、消費者特徵和營銷刺激;從上述四箇方麵對相關學術觀點及概唸進行瞭評析併提齣瞭未來的主要研究方嚮。
품패연신시20세기80년대이래피기업실천엄범응용단시우빈조실패적품패화전략。유우소비자대품패연신적평개시품패연신전략능부성공적관건,대량연구대소비자여하평개품패연신진행료탐사。본문통과문헌소리,지출료현유연구적사개시각：감지필배성、모품패특정、소비자특정화영소자격;종상술사개방면대상관학술관점급개념진행료평석병제출료미래적주요연구방향。
Brand extension has been a widely used branding strategy since 1980＇ s. However, many of these brand extensions have been proved to be unsuccessful in practice. Since consumer evaluations of brand extensions are critical to their success, investigating factors influencing consumer evaluations of brand extensions has been a mainstream in the field of brand research. In this article, we reviewed these literatures from the four aspects of perceived fit, parents brand related factors, consumer related factors and marketing supports. On the basis, possible future research fields are put out.
