品牌关系研究述评
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外国经济与管理 2007 年 第 29 卷第 04 期, 页码：46 - 54
摘要
参考文献
摘要
品牌关系是将关系营销理论嵌入品牌背景而形成的最新品牌理论研究领域。当前品牌关系理论研究聚焦在品牌关系的性质、形成、状态和作用等四个方面的问题上,形成了自己的基本理论框架。这些方面均存在空白,有待进一步完善。本土化和跨学科是两个创新程度较高的研究方向。
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[2]McAlexander,J H,Schouten,J W,and Koenig,H F.Building brand community[J].Journal of Marketing,2002,66(Jan.):38-54.
[3]Bengtsson,A.Towards a critique of brand relationships[J].Advances in Consumer Research,2003,30:154-158.
[4]Fournier,S.Consumers and their brands:Developing relationship theory in consumer research[J].Journal of Consumer Research,1998,24(Mar.):343-373.
[5]Monga,A B.Brand as a relationship partner,gender differences in perspectives[J].Advances in Consumer Research,2002,29:36-41.
[6]蔡瑶升,廖森贵,石柏洲.品牌对消费者的态度与行为量表之建构[J].行销评论,2004,1(1):37-52.
[7]Escalas,J E,and Bettman,J R.You are what they eat,the influence of reference groups on consumers’connections to brands[J].Journal of Consumer Psychology,2003,13(3):339-348.
[8]Aaker,J,Fournier,S,and Brasel,S A.When good brands do bad[J].Journal of Consumer Research,2004,31(Jun.):1-16.
[9]Thorbjornsen,H,et al.Building brand relationships online:A comparison of two interactive applications[J].Journal of InteractiveMarketing,2002,16(3):17-34.
[10]Chang,P L,and Chieng,M H.Building consumer-brand relationship:A cross-cultural experiential view[J].Psychology&Mar-keting,2006,23(11):927-959.
[11]Fajer,M T,and Schouten,J W.Breakdown and dissolution of person-brand relationships[J].Advances in Consumer Research,1995,22:663-667.
[12]Perrin-Martinenq,D.The role of brand detachment on the dissolution of the relationship between the consumer and the brand[J].Journal of Marketing Management,2004,20:1001-1023.
[13]周志民.品牌关系评估研究:BRI模型及其应用[M].北京:中国文联出版社,2005:82-89,120-130.
[14]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲社版),2006,(3):100-106.
[15]Thorbjornsen,H,Breivik,E,and Supphellen,M.Consumer-brand relationships:A test of alternative models[Z].Conference Pro-ceedings of American Marketing Association,2002,13:283-285.
[16]Ji,M F.Children’s relationships with brands:True love or one-night stand?[J].Psychology&Marketing,2002,19(4):369-387.
[17]Aggarwal,P.The effects of brand relationship norms on consumer attitudes and behavior[J].Journal of Consumer Research,2004,31(Jun.):87-101.
[18]Park,J W,and Kim,K H.Role of consumer relationships with a brand in brand extensions:Some exploratory findings[J].Ad-vances in Consumer Research,2001,28:179-185.
引用本文
周志民. 品牌关系研究述评[J]. 外国经济与管理, 2007, 29(4): 46–54.
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