品牌延伸反馈效应研究述评
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外国经济与管理 2008 年 第 30 卷第 10 期, 页码：45 - 51
摘要
参考文献
摘要
20世纪90年代以来,品牌延伸在西方营销理论及实践领域成为了一个热门研究主题,而品牌延伸的反馈效应,即品牌延伸对母品牌的影响也成为品牌延伸领域一个不可回避的重要研究主题。本文回顾了品牌延伸反馈效应相关研究的发展历程,对品牌延伸反馈效应的概念和形成机制进行了分析,并通过对相关实证研究的梳理与述评,详细探讨了品牌延伸反馈效应的影响因素。
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[9]Gurhan-Canli,Z.The effect of expected variability of product quality and attribute uniqueness on family brand evaluations[J].Journalof Consumer Research,2003,30(1):105-114.
[10]Gurhan-Canli,Z,and D Maheswaran.The effects of extensions on brand name dilution and enhancement[J].Journal of Marketing Re-search,1998,35(4):464-473.
[11]Loken,B,and D R John.Diluting brand beliefs:When do brand extensions have a negative impact?[J].Journal of Marketing,1993,57(3):71-84.
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[13]Romeo,J B.The effects of negative information on the evaluations of brand extensions and the family brand[J].Advances in Consum-er Research,1991,18(1):399-406.
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[15]Park,C W,S Milberg,and R Lawson.Evaluation of brand extensions:The role of product feature similarity and brand concept consis-tency[J].Journal of Consumer Research,1991,18(2):185-193.
[16]Meyers-Levy,J,and A M Tybout.Schema congruity as a basis for product evaluation[J].Journal of Consumer Research,1989,16(1):39-54.
[17]Hilton,J L,and W von Hippel.Stereotypes[J].Annual Review of Psychology,1996,47:237-271.
[18]Thorbjornsen,H.Brand extensions:Brand concept congruency and feedback effects revisited[J].The Journal of Product and BrandManagement,2005,14(4/5):250-257.
[19]Sheinin,D A.The effects of experience with brand extensions on parent brand knowledge[J].Journal of Business Research,2000,49(1):47-55.
[20]Zimmer,M R,and S Bhat.The reciprocal effects of extension quality and fit on parent brand attitude[J].The Journal of Product andBrand Management,2004,13(1):37-46.
[2]Tauber,E M.Brand leverage:Strategy for growth in a cost-control world[J].Journal of Advertising Research,1988,28(4):26-30.
[3]Aaker,D A,and K L Keller.Consumer evaluations of brand extensions[J].Journal of Marketing,1990,54(1):27-41.
[4]Keller,K L,and D A Aaker.The effects of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-50.
[5]Laforet,S.Corporate brand hierarchies[D].Loughboruogh University of Technology,1995.
[6]Ries,A,and J Trout.Positioning:The battle for your mind[M].New York:McGraw-Hill,1986.
[7]John,D R,B Loken,and C Joiner.The negative impact of extensions:Can flagship products be diluted?[J].Journal of Marketing,1998,62(1):19-32.
[8]Balachander,S,and S Ghose.Reciprocal spillover effects:A strategic benefit of brand extensions[J].Journal of Marketing,2003,67(1):4-13.
[9]Gurhan-Canli,Z.The effect of expected variability of product quality and attribute uniqueness on family brand evaluations[J].Journalof Consumer Research,2003,30(1):105-114.
[10]Gurhan-Canli,Z,and D Maheswaran.The effects of extensions on brand name dilution and enhancement[J].Journal of Marketing Re-search,1998,35(4):464-473.
[11]Loken,B,and D R John.Diluting brand beliefs:When do brand extensions have a negative impact?[J].Journal of Marketing,1993,57(3):71-84.
[12]Morrin,M.The impact of brand extensions on parent brand memory structures and retrieval processes[J].Journal of Marketing Re-search,1999,36(4):517-525.
[13]Romeo,J B.The effects of negative information on the evaluations of brand extensions and the family brand[J].Advances in Consum-er Research,1991,18(1):399-406.
[14]Swaminathan,V,R J Fox,and S K Reddy.The impact of brand extension introduction on choice[J].Journal of Marketing,2001,65(4):1-15.
[15]Park,C W,S Milberg,and R Lawson.Evaluation of brand extensions:The role of product feature similarity and brand concept consis-tency[J].Journal of Consumer Research,1991,18(2):185-193.
[16]Meyers-Levy,J,and A M Tybout.Schema congruity as a basis for product evaluation[J].Journal of Consumer Research,1989,16(1):39-54.
[17]Hilton,J L,and W von Hippel.Stereotypes[J].Annual Review of Psychology,1996,47:237-271.
[18]Thorbjornsen,H.Brand extensions:Brand concept congruency and feedback effects revisited[J].The Journal of Product and BrandManagement,2005,14(4/5):250-257.
[19]Sheinin,D A.The effects of experience with brand extensions on parent brand knowledge[J].Journal of Business Research,2000,49(1):47-55.
[20]Zimmer,M R,and S Bhat.The reciprocal effects of extension quality and fit on parent brand attitude[J].The Journal of Product andBrand Management,2004,13(1):37-46.
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周懿瑾, 卢泰宏. 品牌延伸反馈效应研究述评[J]. 外国经济与管理, 2008, 30(10): 45–51.
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