公司品牌对产品评价影响研究的新进展
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外国经济与管理 2009 年 第 31 卷第 12 期, 页码：45 - 50
摘要
参考文献
摘要
公司品牌整体上对消费者的产品评价具有积极影响,但公司品牌不同维度影响产品评价的作用机制与效果具有显著差异。不论是基于公司品牌的整体视角,还是从具体维度来看,公司品牌对消费者产品评价的影响都存在作用边界。本文主要基于文献分析,在概述公司品牌的内涵和维度的基础上,探析公司品牌影响产品评价的作用机制和边界。
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[2]Keller,K L.Strategic brand management:Building,measuring,and managing brand equity[M].New Jersey:Pearson PrenticeHall,2008.
[3]Balmer,J M T.Corporate branding and connoisseurship[J].Journal of General Management,1995,21(1):22-46.
[4]Brown,T J,and Dacin,P A.The company and the product:Corporate associations and consumer product responses[J].Journal ofMarketing,1997,61(1):68-84.
[5]Goldberg,M E,and Hartwick,J.The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness[J].Journal of Consumer Research,1990,17(2):172-179.
[6]Siomkos,G J,and Kurzbard,G.The hidden crisis in product-harm crisis management[J].European Journal of Marketing,1994,28(2):30-41.
[7]Biehal,G J,and Sheinin,D A.The influence of corporate messages on the product portfolio[J].Journal of Marketing,2007,71(2):12-25.
[8]Creyer,E H,and Ross,W T.The impact of corporate behavior on perceived product value[J].Marketing Letters,1996,7(2):173-185.
[9]Ellen,P S,D J Webb,and L A Mohr.Building corporate associations:Consumer attributions for corporate socially responsible pro-grams[J].Journal of the Academy of Marketing Science,2006,34(2):147-157.
[10]Sen,S,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(2):225-243.
[11]Gürhan-Canli,Z,and Batra,R.When corporate image affects product evaluations:The moderating role of perceived risk[J].Jour-nal of Marketing Research,2004,41(2):197-205.
[12]Berens,G,van Riel,Cees B M,and van Bruggen,G H.Corporate associations and consumer product responses:The moderatingrole of corporate brand dominance[J].Journal of Marketing,2005,69(3):35-48.
[13]Laforet,S,and Saunders,J.Managing brand portfolios:How the leaders do it[J].Journal of Advertising Research,1994,34(5):64-76.
引用本文
吴水龙. 公司品牌对产品评价影响研究的新进展[J]. 外国经济与管理, 2009, 31(12): 45–50.
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