摘要
实施品牌延伸策略是收益与风险并存,故品牌延伸绩效成为人们研究探讨的重点,而品牌延伸绩效研究的前提在于人们对品牌延伸利弊的清醒认识和延伸绩效评价指标的合理确定。本文系统化地整理比较了过去文献中有关品牌延伸利弊的观点和延伸绩效的衡量指标,并进行了评价。
Firms coexist the income and risk in implementing brand extension tactic, then brand extension performance become the focal point of brand extension studying. The prerequisite of studying brand extension performance is that we can understand clearly the advantages and disadvantages of brand extension and select reasonably the evaluation indexes of brand extension performance. This article arranges and compares systemically views relevant the advantages and disadvantages of brand extension and evaluation indexes of brand extension performance based on past literature, and takes the appraise.
出处
《预测》
CSSCI
2004年第4期26-32,共7页
Forecasting
基金
国家自然科学基金资助项目(79970013)
国家教育振兴行动计划专项资金资助项目(A.29-GL)
关键词
品牌
品牌延伸
品牌延伸绩效
brand
brand extension
brand extension performance
