| 基于消费者认知导向的品牌延伸边界研究 |
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| 引用本文： | 吕荣胜,李璨.基于消费者认知导向的品牌延伸边界研究[J].河北科技大学学报(社会科学版),2009,9(3):5-8. |
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| 作者姓名： | 吕荣胜 李璨 |
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| 作者单位： | 天津理工大学,企业管理研究所,天津,300384 |
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| 基金项目： | 天津市人文社科基地继续研究项目 |
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| 摘 要： | 品牌延伸已经成为当今企业制胜的法宝。决定品牌延伸成功的因素有很多,但最具有决定权的是最终消费者。因此,在品牌延伸过程中,必须坚持消费者认知导向,从消费者的角度研究品牌延伸策略,研究消费者心理机制,借助情感迁移模型和联想需求模型探讨品牌延伸中消费者心理机制的作用机理,得出了品牌延伸的边界模型。
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| 关 键 词： | 消费者认知 品牌延伸 联想需求 情感迁移 |
A Study on Brand Extensions Based on Consumer Cognition Guidance |
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| LV Rong-sheng,LI Can.A Study on Brand Extensions Based on Consumer Cognition Guidance[J].Journal of Hebei University of Science and Technology,2009,9(3):5-8. |
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| Authors: | LV Rong-sheng LI Can |
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| Institution: | LV Rong-sheng,LI Can(Institute of Business Administration,Tianjin University of Technology,Tianjin 300384,China) |
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| Abstract: | Brand extension has become a magic weapon to win in business.There are many factors leading to the success of brand extension,but the final consumer plays a decesive role.Therefore,in the process of brand extension,we must adhere to the consumer cognition guidance.The paper researches brand extension strategy from the consumer's perspective,and studies consumer psychological mechanisms.It discusses brand extension in consumer psychological mechanism with the aid of the emotion transport model and the associ... |
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| Keywords: | consumer cognition brand extension association demand emotional transportation |
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