基于CBBE视角的品牌年轻化研究：以品牌个性和品牌忠诚为视角

通过借助基于顾客的品牌资产模型来分析和研究品牌个性与品牌延伸在品牌年轻化过程中的作用,并利用调研设计方法来研究其他品牌因素.同时,在5个中国代表性城市:北京(北部)、深圳(南部)、上海(东部)、成都(西部)和武汉(中部)进行了调研.研究结论表明:鲜明的品牌个性和向年轻人市场延伸的举措,能够起到提升品牌形象和扩大品牌知名度的作用.从而使品牌重新获得品牌资产,让已老化的品牌得以年轻化.

Brand Rejuvenation: From Brand Personality and Brand Extension to Brand Loyalty Based on Customer-Based Brand Equity Theory

This study explores the revitalization of ageing brands through brand rejuvenation strategies in China fashion market.The customerbased brand equity model was expanded and employed to examine the role of brand personality and brand extension in the process of brand rejuvenation with sequential exploratory designs.The study also explores other brand elements,such as brand image and brand awareness.Shopping center intercept survey was conducted to collect data in the five most representative cities of China: ...