For example, early fam- plore qualitatively what types of associations appear ily branding research modeled generalized preferences and what impact these associations seem to have or for a family brand entry as a function of the similarity potentially could have on evaluations of the exten- of ...
中文摘要 摘要 现代营销战略中,品牌以及品牌战略越来越受到企业和学界的重视;特别是 全球化浪潮下,出现了越来越多的跨国兼并。其结果则出现了一个公司拥有几个 乃至多个知名品牌。将不同的品牌进行联合,是企业经常运用的一种战略;在国 内,虽然品牌联合的产品的出现已经不足为奇,但关于该战略的研究却一直停滞 不前...
company.Thismodelcanbeusedtogettogripswithabrand’sequityandgaininsightintotherelationbetweenthedifferentbrandequitycomponentsand(future)performanceofthebrand.Apartfromthefivecomponents,themodelalsore-flectsindicators(and/orconsequences)ofthepursuedbrandingpolicy.Itgoeswithoutsayingthatbrandequitywillriseasbrandloyalty...