品牌延伸反馈效应研究述评

被引：13

作者：

周懿瑾

卢泰宏

机构：

[1] 中山大学管理学院

来源：

外国经济与管理 | 2008年 / 10期

基金：

国家自然科学基金重点项目;

关键词：

品牌延伸; 反馈效应; 母品牌;

D O I：

10.16538/j.cnki.fem.2008.10.008

中图分类号：

F273.2 [产品管理];

学科分类号：

1202 ; 120202 ;

摘要：

20世纪90年代以来,品牌延伸在西方营销理论及实践领域成为了一个热门研究主题,而品牌延伸的反馈效应,即品牌延伸对母品牌的影响也成为品牌延伸领域一个不可回避的重要研究主题。本文回顾了品牌延伸反馈效应相关研究的发展历程,对品牌延伸反馈效应的概念和形成机制进行了分析,并通过对相关实证研究的梳理与述评,详细探讨了品牌延伸反馈效应的影响因素。

引用

页码：45 / 51

页数：7

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