西方品牌形象及其管理理论研究综述
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外国经济与管理 2007 年 第 29 卷第 12 期, 页码：15 - 22
摘要
参考文献
摘要
品牌形象作为消费者行为和营销领域的一个研究热点,被视为品牌资产的核心要素之一,而对它的管理则被看作企业的一项关键性营销活动。本文根据国外文献中存在的消费者视角的品牌形象研究和企业视角的品牌概念—形象管理研究两条线索,对有关品牌形象的概念、构成、测量及管理的理论研究成果进行了梳理和评价,并对未来的研究方向提出了框架性的建议。
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[2]Firat,A F,and A Venkatesh.Liberatory postmodernism and the reenchantment of consumption[J].Journal of Consumer Research,1995,22:239-267.
[3]Cova,B.The postmodern explained to managers:Implications for marketing[J].Business Horizons,1996,(Nov./Dec.):15-23.
[4]Firat,A F,Dholakia,N,and A Venkatesh.Marketing in the postmodern world[J].European Journal of Marketing,1995,29(1):40-54.
[5]Park,C W,Jaworski,B J,and D J MacInnis.Strategic brand concept-image management[J].Journal of Marketing,1986,50(Oct.):134-145.
[6]Hsieh,M-H,Pan,S-L,and R Setiono.Product-,corporate-,and country-image dimensions and purchase behavior:A multicountryanalysis[J].Journal of the Academy of Marketing Science,2004,32(3):251-270.
[7]McEnally,M,and L de Chernatony.The evolving nature of branding:Consumer and managerial considerations[J].Academy ofMarketing Science Review,1999,2:1-26.
[8]Keller,K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(Jan.):1-22.
[9]Biel,A L.How brand image drives brand equity[J].Journal of Advertising Research,1993,6(Nov./Dec.):6-12.
[10]Aaker,J L.Dimensions of brand personality[J].Journal of Marketing Research,1997,36(Aug.):347-356.
[11]Aaker,D A.Managing brand equity[M].New York:The Free Press,1991.
[12]Aaker,D A.Building strong brands[M].New York:The Free Press,1996.
[13]R Elliott.Exploring the symbolic meaning of brands[J].British Journal of Management,1994,5(Sp.Iss.):13-19.
[14]John,D R,Loken,B,Kim,K,and A B Monga.Brand concept maps:A methodology for identifying brand association networks[J].Journal of Marketing Research,2006,62(Nov.):549-563.
[15]Coulter,R H,and G Zaltman.Using the Zaltman metaphor elicitation technique to understand brand images[J].Advances in Con-sumer Research,1994,21:501-507.
[16]Lawson,R,and S Balakrishnan.Developing and managing brand image and brand concept strategies[R].American Marketing As-sociation Winter Educators’Conference,1998.
[17]Berthon,P,Holbrook,M B,and J M Hulbert.Understanding and managing the brand space[J].MIT Sloan Management Review,2003,(Win.):49-54.
[18]Alden,D L,Steenkamp,J-B E M,and R Batra.Brand positioning through advertising in Asia,North American,and Europe:Therole of global consumer culture[J].Journal of Marketing,1999,63:75-87.
[19]M S Roth.Depth versus breadth strategies for global brand image management[J].Journal of Advertising,1992,21(2):25-34.
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王长征, 寿志钢. 西方品牌形象及其管理理论研究综述[J]. 外国经济与管理, 2007, 29(12): 15–22.
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