国外品牌治理研究述评与展望
7996 
410
外国经济与管理 2013 年 第 35 卷第 01 期, 页码：29 - 36
摘要
参考文献
摘要
基于利益相关者的品牌合作成为当前品牌发展的主导因素,体现了利益相关者参与品牌共建思想的品牌治理不仅具有重要的理论意义还具有强大的实践指导能力。本文在深入分析品牌治理概念的基础上,运用市场主导逻辑、品牌社群理论与品牌共建理论探讨了品牌治理形成的理论基础,并从利益相关者和品牌社群两个方面梳理了国外品牌治理相关研究,最后对现有研究进行了评析并对未来研究方向进行了展望,以期为我国的品牌治理研究提供有价值的参考。
[1]Berthon P,et al.Does brand meaning exist in similarity or sin-gularity?[J].Journal of Business Research,2009,62(3):356-361.
[2]Devasagayam P R and buff C L A.Multidimensional conceptualiza-tion of brand community:An empirical investigation[J].Sport Marketing Quarterly,2008,17(1):20-29.
[3]Fournier S and Lee L.Getting brand communities right[J].Harvard Business Review,2009,87(4):105-111.
[4]Fuller J.Virtual co-creation of new products and its impact on consumers’product and brand relationships[R].Academy of Management Annual Meeting Proceedings,Montreal,2010.
[5]Gregory A.Involving stakeholders in developing corporate brands:The communication dimension[J].Journal of Marke-ting Management,2007,23(1/2):59-73.
[6]Harwood T and Garry T.‘It’s Mine!’—Participation and ownership within virtual co-creation environments[J].Journal of Marketing Management,2010,26(3/4):290-301.
[7]Hatch M and Schultz M.Of bricks and brands:From corporate to enterprise branding[J].Organizational Dynamics,2009,38(2):117-130.
[8]Hatch M and Schultz M.Toward a theory of brand co-creationwith implications for brand governance[J].Journal of Brand Management,2010,17(8):590-604.
[9]Helm C and Jones R.Brand governance:The new agenda in brand management[J].Journal of Brand Management,2010,17(8):545-547.
[10]Helm C and Jones R.Extending the value chain—A concep-tual framework for managing the governance of co-created brad equity[J].Journal of Brand Management,2010,17(8):579-589.
[11]Iansiti M and Levien R.Strategy as ecology[J].Harvard Business Review,2004,82(3):68-78.
[12]Ind N and Bjerke R.The concept of participatory market ori-entation:An organisation-wide approach to enhancing brand equity[J].Journal of Brand Management,2007,15(2):135-145.
[13]Ind N and Bjerke R.Branding governance[M].London:Wiley&Sons,2007.
[14]Jurgens M,et al.Stakeholder theory and practice in Europe and North America:The key to success lies in a marketing ap-proach[J].Journal of Industrial Marketing Management,2010,39(5):769-775.
[15]Kolk A and Pinkse J.Stakeholder mismanagement and corpo-rate social responsibility crises[J].European Management Journal,2006,24(1):59-72.
[16]McAlexander J H,et al.Building brand community[J].Jour-nal of Marketing,2002,66(1):38-54.
[17]Merz A M,et al.The evolving brand logic:A service-domi-nant logic perspective[J].Journal of Academy of Marketing Science,2009,37(3):328-344.
[18]Monga A B and John D R.Cultural differences in brand ex-tension evaluation:The influence of analytic versus holistic thinking[J].Journal of Consumer Research,2007,33(4):529-536.
[19]Nyadzayo M W,et al.Brand relationships and brand equity in franchising[J].Journal of Industrial Marketing Management,2011,40(7):1103-1114.
[20]Ramaswamy V and Gouillart F.The power of co-creation:Build it with them to boost growth,productivity and profits[M].New York:The Free Press,2010.
[21]Schau H J,et al.How brand community practices create va-lue[J].Journal of Marketing,2009,73(5):30-51.
[22]Torres A,et al.Generating global brand equity through cor-porate social responsibility to key stakeholders[J].Interna-tional Journal of Research in Marketing,2012,29(1):13-24.
[23]Tsai H T,et al.Brand community participation:Examining the roles of individual-,group-,and relationship-level antece-dents[J].Journal of Business Research,2012,65(5):676-684.
[24]Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[25]Vargo S L and Lusch R F.Service-dominant logic:Continuing the evolution[J].Journal of the Academy of Marketing Sci-ence,2008,31(1):1-10.
[26]Woisetschlager D,et al.How to make brand communities work:Antecedents and consequences of consumer’s participa-tion[J].Journal of Relationship Marketing,2008,7(3):237-256.
[2]Devasagayam P R and buff C L A.Multidimensional conceptualiza-tion of brand community:An empirical investigation[J].Sport Marketing Quarterly,2008,17(1):20-29.
[3]Fournier S and Lee L.Getting brand communities right[J].Harvard Business Review,2009,87(4):105-111.
[4]Fuller J.Virtual co-creation of new products and its impact on consumers’product and brand relationships[R].Academy of Management Annual Meeting Proceedings,Montreal,2010.
[5]Gregory A.Involving stakeholders in developing corporate brands:The communication dimension[J].Journal of Marke-ting Management,2007,23(1/2):59-73.
[6]Harwood T and Garry T.‘It’s Mine!’—Participation and ownership within virtual co-creation environments[J].Journal of Marketing Management,2010,26(3/4):290-301.
[7]Hatch M and Schultz M.Of bricks and brands:From corporate to enterprise branding[J].Organizational Dynamics,2009,38(2):117-130.
[8]Hatch M and Schultz M.Toward a theory of brand co-creationwith implications for brand governance[J].Journal of Brand Management,2010,17(8):590-604.
[9]Helm C and Jones R.Brand governance:The new agenda in brand management[J].Journal of Brand Management,2010,17(8):545-547.
[10]Helm C and Jones R.Extending the value chain—A concep-tual framework for managing the governance of co-created brad equity[J].Journal of Brand Management,2010,17(8):579-589.
[11]Iansiti M and Levien R.Strategy as ecology[J].Harvard Business Review,2004,82(3):68-78.
[12]Ind N and Bjerke R.The concept of participatory market ori-entation:An organisation-wide approach to enhancing brand equity[J].Journal of Brand Management,2007,15(2):135-145.
[13]Ind N and Bjerke R.Branding governance[M].London:Wiley&Sons,2007.
[14]Jurgens M,et al.Stakeholder theory and practice in Europe and North America:The key to success lies in a marketing ap-proach[J].Journal of Industrial Marketing Management,2010,39(5):769-775.
[15]Kolk A and Pinkse J.Stakeholder mismanagement and corpo-rate social responsibility crises[J].European Management Journal,2006,24(1):59-72.
[16]McAlexander J H,et al.Building brand community[J].Jour-nal of Marketing,2002,66(1):38-54.
[17]Merz A M,et al.The evolving brand logic:A service-domi-nant logic perspective[J].Journal of Academy of Marketing Science,2009,37(3):328-344.
[18]Monga A B and John D R.Cultural differences in brand ex-tension evaluation:The influence of analytic versus holistic thinking[J].Journal of Consumer Research,2007,33(4):529-536.
[19]Nyadzayo M W,et al.Brand relationships and brand equity in franchising[J].Journal of Industrial Marketing Management,2011,40(7):1103-1114.
[20]Ramaswamy V and Gouillart F.The power of co-creation:Build it with them to boost growth,productivity and profits[M].New York:The Free Press,2010.
[21]Schau H J,et al.How brand community practices create va-lue[J].Journal of Marketing,2009,73(5):30-51.
[22]Torres A,et al.Generating global brand equity through cor-porate social responsibility to key stakeholders[J].Interna-tional Journal of Research in Marketing,2012,29(1):13-24.
[23]Tsai H T,et al.Brand community participation:Examining the roles of individual-,group-,and relationship-level antece-dents[J].Journal of Business Research,2012,65(5):676-684.
[24]Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[25]Vargo S L and Lusch R F.Service-dominant logic:Continuing the evolution[J].Journal of the Academy of Marketing Sci-ence,2008,31(1):1-10.
[26]Woisetschlager D,et al.How to make brand communities work:Antecedents and consequences of consumer’s participa-tion[J].Journal of Relationship Marketing,2008,7(3):237-256.
引用本文
王彦勇, 徐向艺. 国外品牌治理研究述评与展望[J]. 外国经济与管理, 2013, 35(1): 29–36.
导出参考文献，格式为：
