品牌杠杆——整合资源赢得品牌领导地位的新模式
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外国经济与管理 2009 年 第 31 卷第 05 期, 页码：23 - 29
摘要
参考文献
摘要
品牌杠杆战略是一种通过整合外部资源来达到借力、省力目的的品牌资产创建新模式。本文在文献回顾的基础上界定了品牌杠杆的内涵,指出了可以发挥品牌杠杆支点作用的外部实体,分析了品牌杠杆的作用条件,重点剖析了品牌杠杆模式相对于传统品牌管理模式的创新之处与重要转型,并分析了可用来深化品牌杠杆研究的认知心理学理论框架。
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[2]大卫.A.艾克.品牌领导[M].北京:新华出版社,2001.
[3]Hovland,C I,Janis,I L,and Kelley,H.Communication and persuasion[M].New Haven,CT:Yale University Press,1953.
[4]Sternthal,B,Phillips,L W,and Dholakia,R R.The persuasive effect of source credibility:A situational analysis[J].Public OpinionQuarterly,1978,42(3):285-314.
[5]Sternthal,B,and Craig,C S.Consumer behavior:An information processing perspective[M].Englewood Cliffs,NJ:Prentice-Hall,Inc.,1982.
[6]Keller,K L,and Aaker,D A.The effects of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-60.
[7]Boush,D M,and Loken,B.A process-tracing study of brand extension evaluation[J].Journal of Marketing Research,1991,28(1):16-28.
[8]Osgood,C E,and Tannenbaum,P H.The principle of congruity in the prediction of attitude change[J].Psychological Review,1955,62(1):42-55.
[9]Festinger,L.A theory of cognitive dissonance[M].Stanford,CA:Stanford University Press,1957.
[10]Heider,F.The psychology of interpersonal relations[M].Mahwah,NJ:Lawrence Erlbaum Associates Publishers,1958.
[11]Smith,E E,Shoben,E J,and Rips,L J.Structure and process in semantic memory:A featural model for semantic decisions[J].Psychological Review,1974,81(3):214-241.
[12]Fiske,S T,and Pavelchak,M A.Category-based versus piecemeal-based affective responses:Developments in schema-triggeredaffect[A].in R Sorrentino,and E T Hggins(Eds.).Handbook of motivation and cognition:Foundations of social behavior[C].NewYork,NY:Guilford Press,1986:167-203.
引用本文
王海忠, 刘红艳. 品牌杠杆——整合资源赢得品牌领导地位的新模式[J]. 外国经济与管理, 2009, 31(5): 23–29.
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