摘要
从品牌经济学的视角分析联合品牌的耦合机制,并构建联合品牌信用函数探讨联合品牌与各合伙子品牌的联合规律,本文证明:联合品牌与各合伙子品牌之间具有连带效应;品类契合对于联合品牌的影响超过合伙子品牌的品牌信用度,品牌联合对于合伙品牌具有均化效应,能降低高信用合伙品牌的信用度。本文还分析了提高低信用合伙品牌信用度的条件。
Co-branding is a technique to transfer the positive associations of the partner（constituent）brands to a newly formed co-brand（composite brand）.From the perspective of Brand Economics,this paper analyzes the coupling mechanism of Co-branding and establishes a model of Co-brand credit function to study the relationship between the composite brand and its constituent brands.It appears that there is a related effect between Co-brand and its partner brands.The conditions of raising the partner BCD of the low one are also discussed.
出处
《上海商学院学报》
2010年第5期41-45,共5页
Business Economic Review
关键词
联合品牌
合伙品牌
品牌信用度
品类契合度
Co-branding
partner brand
Brand Credit Degree
Category Conform Index
