摘要
品牌体验将企业品牌和顾客体验高度融合,为管理者提供战略新思路。国际上关于品牌体验的研究缘于营销和顾客体验等相关理论。目前国外学者对品牌体验的研究成果主要体现在品牌体验的基础理论研究、品牌体验与其他品牌要素的关联研究、品牌体验的应用研究等方面。根据对国外品牌体验研究的进展,从品牌体验的研究内容、方法、对象与时间尺度等4个方面提出了研究展望,以期推动我国品牌体验研究的发展。
As the success or the failure of brand building and customer management would influence the core competence and sustainable development of enterprises, brand experience, as the highly fusion of enterprises＇ brand and customers＇ experience, provided a new strategic way for enterprises＇ operators and managers. Research of brand experience was based on the related theories on marketing and customers＇ experience. Up to now, research achievement on brand experience of foreign scholars was mainly consisted of basic theory research, association research with other brand es- sential factors and application research. Based on the review of the latest achievements and frontiers of overseas study, this paper suggested that the further research of brand experience should be strengthened in four aspects at least：research content, research method, research object and time scale.
出处
《资源开发与市场》
CAS
CSSCI
2013年第7期726-730,757,共6页
Resource Development & Market
基金
安徽省教育厅人文社会科学研究项目(编号:SK2012B513)
关键词
品牌体验
基础研究
关联研究
应用研究
brand experience
basic research
association research
application research
