品牌理论里程碑探析
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外国经济与管理 2009 年 第 31 卷第 01 期, 页码：32 - 42
摘要
参考文献
摘要
品牌在近三十年成为营销理论和实践中最有影响的活跃领域。品牌理论的不断创新以及品牌实践的发展,展现出丰富多彩又扑朔迷离的画面。其中,哪些是具有里程碑意义的贡献和标志性创新?品牌领域的发展路径和演进脉络是怎样的?本文在大量文献研究的基础上,对品牌理论的发展演进进行了梳理和分析,指出了品牌理论发展中原创性的理论贡献及其回答的基本科学问题。
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[13]Gurhan-Canli,Z,and D Maheswaran.The effects of extensions on brand name dilution and enhancement[J].Journal of Marketing Re-search,1998,35(4):464-473.
[14]Fournier,Susan M.Customer and their brands:Developing relationship theory in customer research[J].Journal of Consumer Re-search,1998,24(3):343-373.
[15]Aggarwal,P.The effects of brand relationship norms on consumer attitudes and behavior[J.]Journal of Consumer Research,2004,31(6):87-101.
[16]Aaker,J L.Dimensions of brand personality[J].Journal of Marketing Research,1997,34(8):347-356.
[17]Muniz,A M,Jr,and O’Guinn,T C.Brand community[J].Journal of Consumer Research,2001,27(Mar.):412-432.
[18]McAlexander,J H,Schouten,J W,and Koenig,H F.Building brand community[J].Journal of Marketing,2002,66:38-54.
[19]Dutton,J E,Dukerich,J M,and Harquail,C V.Organizational images and member identification[J.]Administrative Science Quarter-ly,1994,39:239-263.
[20]Rene Algesheimer,Utpal M Dholakia,and Andreas Hermann.The social influence of brand community:Evidence from European carclubs[J].Journal of Marketing,2005,69(Jul.):19-34.
①参见:卢泰宏.营销管理的演进(上下)[J].外国经济与管理,2008,(1):39-45;2008,(3):34-42。
[2]Kotler,P,Keller,K L,and Lu,Taihong.Marketing management in China[M.]Singapore:Prentice Hall,Pearson Education South AsiaPte Ltd.,2009.
[3]卢泰宏,周志民.基于品牌关系的品牌理论:研究模型及展望[J].商业经济与管理,2003,(2):4-8.
[4]Al Ries,and Jack Trou.tPositioning:The battle for your mind[M.]New York:McGraw-Hill,1979.
[5]Sam Hill,Richard Ettenson,and Dane Tyson.Achieving the ideal brand portfolio[J.]MIT Sloan Management Review,2005,46(2):85-90.
[6]Keller,K L,and Lehmann,D R.The brand value chain:Optimizing strategic and financial brand performance[J.]Marketing Manage-ment,2003,(5/6):26-31.
[7]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报,2000,(4):17-22.
[8]Keller,K L.Conceptualizing,measuring,and managing customer-based brand equity[J.]Journal of Marketing,1993,(Jan.):1-29.
[9]George,S L,and Ronald,A F.Brands,brand management,and the brand manager system:A critical-historical evaluation[J].Journal ofMarketing Research,1994,(May):173-190.
[10]Ahluwalia,R,and Z Gurhan-Canl.iThe effects of extensions on the family brand name:An accessibility-diagnosticity perspective[J.]Journal of Consumer Research,2000,27(3):371-381.
[11]Kapferer,Jean-Noe.lStrategic brand management[M].London:Kogan Page Limited,1992.
[12]Morrin,M.The impact of brand extensions on parent brand memory structures and retrieval processes[J].Journal of Marketing Re-search,1999,36(4):517-525.
[13]Gurhan-Canli,Z,and D Maheswaran.The effects of extensions on brand name dilution and enhancement[J].Journal of Marketing Re-search,1998,35(4):464-473.
[14]Fournier,Susan M.Customer and their brands:Developing relationship theory in customer research[J].Journal of Consumer Re-search,1998,24(3):343-373.
[15]Aggarwal,P.The effects of brand relationship norms on consumer attitudes and behavior[J.]Journal of Consumer Research,2004,31(6):87-101.
[16]Aaker,J L.Dimensions of brand personality[J].Journal of Marketing Research,1997,34(8):347-356.
[17]Muniz,A M,Jr,and O’Guinn,T C.Brand community[J].Journal of Consumer Research,2001,27(Mar.):412-432.
[18]McAlexander,J H,Schouten,J W,and Koenig,H F.Building brand community[J].Journal of Marketing,2002,66:38-54.
[19]Dutton,J E,Dukerich,J M,and Harquail,C V.Organizational images and member identification[J.]Administrative Science Quarter-ly,1994,39:239-263.
[20]Rene Algesheimer,Utpal M Dholakia,and Andreas Hermann.The social influence of brand community:Evidence from European carclubs[J].Journal of Marketing,2005,69(Jul.):19-34.
①参见:卢泰宏.营销管理的演进(上下)[J].外国经济与管理,2008,(1):39-45;2008,(3):34-42。
引用本文
卢泰宏, 吴水龙, 朱辉煌, 等. 品牌理论里程碑探析[J]. 外国经济与管理, 2009, 31(1): 32–42.
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