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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
机构地区 广东商学院工商管理学院
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
关键词 品牌 品牌延伸 模糊数学 模糊综合评价方法
分类号 F273.2 [经济管理—企业管理]
  • 相关文献

参考文献6

  • 1LAFORET S. Corporate Brand Hierarchies, Doctoral Dissertation, Loughboruogh University of technology, 1995.
  • 2AAKER D A, KEVIN L K. Consumer Evaluation of Brand Extensions [J]. Journal of Marketing, 1990, 54 (January) : 27 -41.
  • 3BOUSH D M, LOKEN B. A Process - Tracing Study of Brand Extension Evaluation [ J ]. Journal of Marketing Research, 1991, 28 (February) : 16 -28.
  • 4NIJSSEN E J, UIJL R. , BUCKLIN P. The Effect of Involvement on Brand Extension [ C ] //Bergadaa M. Proceedongs of 24th European Marketing Academy Conference, Paris, 1995:867-893.
  • 5ROUX E. Consumer Evaluation of Luxury Brand Extension [ C ] // Bergadaa M. Proceedongs of 24th European Marketing Academy Conference, Paris, 1995:1971-79.
  • 6符国群.品牌延伸研究:回顾与展望[J].中国软科学,2003(1):75-81. 被引量：103

二级参考文献24

  • 1[1]Laforet, S.(1995),Corporate Brand Hierarchies,Doctoral Dissertation,Loughboruogh University of Technology.
  • 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.
  • 3[3]Aaker,David A.and Kevin L.Keller (1990)," Consumer Evaluations of Brand Extensions," Journal of Marketing, 54(January),27- 41.
  • 4[4]Sunde,L.And R.J.Brodie(1993)," Consumer Evaluations of Brand Extensions:Further Empirical Evidence,"International Journal of Research in Marketing 10,47- 53.
  • 5[5]Bottomley,P.A.and J.R.Doyle(1996)," The Formation of Attitudes towards Brand Extensions:Testing and Generalizing Aaker and Keller's Model,"International Journal of Research in Marketing 13,365- 377.
  • 6[6]Keller K.L.and D.Aaker (1992)," The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research 24(February),35- 50.
  • 7[7]Tauber,E.M.(1988)," Brand Leverage:Strategy for Growth in a Cost- control World," Journal of Advertising Research(August/September),26- 33.
  • 8[8]Boush,D.M.And B.Loken(1991)," A Process- tracing Study of Brand Extension Evaluation,"Journal of Marketing Research 28(February),16- 28.
  • 9[9]Broniarczyk,M.Susan and J.W.Alba(1994)," The Importance of the Brand in Brand Extension," Journal of Marketing Research 31(May),214- 228.
  • 10[10]Rangaswamy A.,R.Burke and A.O.Eerence(1993) ," Brand Equity and the Extendibility of Brand Names," International Journal of Research in Marketing 10,61- 57.

共引文献102

同被引文献30

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科技管理研究
2010年 第4期

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