公司品牌研究述评
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外国经济与管理 2009 年 第 31 卷第 03 期, 页码：30 - 37
摘要
参考文献
摘要
公司品牌是品牌理论发展的新分支,在品牌层级中占据主导地位,是长期品牌管理的核心,也是公司战略性资产的重要来源。本文从公司品牌的概念与构成、基于品牌层级的公司品牌研究以及公司品牌联想的测量与维度三个方面述评了国外学术界对公司品牌的研究,并探讨了公司品牌理论的应用和未来研究方向。
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[11]Gürhan-Canli,Zeynep,and Rajeev Batra.When corporate image affects product evaluations:The moderating role of perceived risk[J].Journal of Marketing Research,2004,41(May):197-205.
[12]Berens,Guido,van Riel,Cees B M,and van Bruggen,Gerrit H.Corporate associations and consumer product responses:The modera-ting role of corporate brand dominance[J].Journal of Marketing,2005,69(Jul.):35-48.
[13]Biehal,Gabriel J,and Sheinin,Daniel A.The influence of corporate messages on the product portfolio[J].Journal of Marketing,2007,71(Apr.):35-48.
[2]Brown,Tom J,and Peter A Dacin.The company and the product:Corporate associations and consumer product responses[J].Journalof Marketing,1997,61(Jan.):68-84.
[3]Sen,Sankar,and C B Bhattacharya.Does doing good always lead to doing better?Consumer reactions to corporate social responsibility[J].Journal of Marketing Research,2001,38(May):225-243.
[4]Aaker,David A.Brand portfolio strategy[M].(1st Ed.).New York:The Free Press,2004:264-270.
[5]Peter A Dacin,and Brown,Tom J.Corporate identity and corporate associations:A framework for future research[J].Corporate Repu-tation Review,2002,5(2/3):254-263.
[6]Brown,Tom J.Corporate associations in marketing:Antecedents and consequences[J].Corporate Reputation Review,1998,1(3):215-233.
[7]Brown,Tom J,Peter A Dacin,Michael G Pratt,and David A Whetten.Identity,intended image,construed image,and reputation:An in-terdisciplinary framework and suggested terminology[J].Journal of the Academy of Marketing Science,2006,34(2):99-106.
[8]Jeffrey Parkhurst.Leveraging brand to generate value:From ideas to assets[M].New York:John Wiley&Sons,2002.
[9]Aaker,David A.Building strong brands[M].New York:The Free Press,1996:60-65.
[10]Ahluwalia,Rohini,and Zeynep Gürhan-Canli.The effects of extensions on the family brand name:An accessibility-diagnosticity per-spective[J].Journal of Consumer Research,2000,27(Dec.):371-381.
[11]Gürhan-Canli,Zeynep,and Rajeev Batra.When corporate image affects product evaluations:The moderating role of perceived risk[J].Journal of Marketing Research,2004,41(May):197-205.
[12]Berens,Guido,van Riel,Cees B M,and van Bruggen,Gerrit H.Corporate associations and consumer product responses:The modera-ting role of corporate brand dominance[J].Journal of Marketing,2005,69(Jul.):35-48.
[13]Biehal,Gabriel J,and Sheinin,Daniel A.The influence of corporate messages on the product portfolio[J].Journal of Marketing,2007,71(Apr.):35-48.
引用本文
吴水龙, 卢泰宏, 蒋廉雄. 公司品牌研究述评[J]. 外国经济与管理, 2009, 31(3): 30–37.
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