| 品牌体验文献研究综述 |
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| 引用本文： | 彭银美.品牌体验文献研究综述[J].中山大学研究生学刊(社会科学版),2011(2). |
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| 作者姓名： | 彭银美 |
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| 作者单位： | 中山大学管理学院; |
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| 摘 要： | 体验营销和品牌建设理论的融合催生了品牌体验这一概念,并受到了学术界和实业界人士的广泛关注,成为品牌理论研究中的新热潮。本文回顾了国内外学者对品牌体验的主要研究成果,对品牌体验的界定、维度、影响机制及测量量表等方面进行了梳理和总结,并进行了简要的评述。
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| 关 键 词： | 品牌体验 品牌关系 品牌接触 |
Brand Experience Literature Review |
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| Authors: | PENG Yin-mei |
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| Institution: | PENG Yin-mei(Business school,SUN YAT-SEN University,Guangzhou 510006) |
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| Abstract: | The merging of experience marketing and brand construction theory prompted the concept of brand experience,and attracted extensive attention in academia and business.It has been the new upsurge among brand theory research.This paper reviewed the existing research findings about brand experience home and abroad,straightened out and summarized the definition,dimension,influence mechanism and measurement scale,and made a brief comment. |
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| Keywords: | brand experience brand relationship brand attachment |
| 本文献已被 CNKI 等数据库收录！ |
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