摘要
文章以全球品牌关系相关文献为分析对象,系统回顾了国内外对品牌关系领域的主要研究成果,将研究文献的视角归纳为关系主体研究视角、关系流程研究视角、关系规则研究视角,在三个研究视角的统筹下,总结了研究主题和核心观点:品牌关系概念主题、品牌关系测量主题、品牌关系动态发展主题、品牌关系型态主题、品牌关系与其他品牌模型关系主题,并在此基础上指出了未来的研究方向。
Based on a literature overview of global research of brand relationship （BR）, the paper identified three views for the theory of BR, named as view of BR structure, view of BR development process, view of BR norms. Then , under the three views, the paper included some themes and core issues of BR research which are the themes： the Model of Concept, the Model of Measure, the Model of Development Process, the Model of BR forms, the Relation between of BR and others Model of Brand .Finally ,some prospects for future development in BR are offered.
出处
《广西经济管理干部学院学报》
2009年第2期54-58,75,共6页
Journal of GuangXi Cadres College of Economic and Management
关键词
品牌关系
视角
主题
核心观点
Brand Relationship
Views
Themes
Core Issue
