基于三个视角的金融服务品牌研究述评被引量：2

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摘要金融海啸在打击消费者信心的同时,却让金融服务品牌变得比以往任何时候都重要。西方学者对金融服务品牌的研究主要从三个视角进行深入——基于企业的视角、基于消费者的视角和整体视角,作者将这些研究综合成一个金融服务品牌的生成模型,并根据这个模型对西方学者的研究进行述评,文章指出了未来金融服务品牌的研究方向:(1)品牌的合理化改革;(2)现代高科技下品牌与消费者的互动;(3)基于整体视角的分析框架的搭建。

作者雷超卫海英

机构地区暨南大学管理学院暨南大学管理学院市场学系

出处《湖南社会科学》 CSSCI 北大核心 2010年第6期99-102,共4页 Social Sciences in Hunan

关键词金融服务服务品牌品牌管理创新

分类号 F831 [经济管理—金融学] F272 [经济管理—企业管理]

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