| 传承与隔断:基于代际影响的老字号品牌关系质量——来自上海的探索性研究 |
| |
| 引用本文： | 何佳讯.传承与隔断:基于代际影响的老字号品牌关系质量——来自上海的探索性研究[J].Frontiers of Business Research in China,2008,2(4):518-552. |
| |
| 作者姓名： | 何佳讯 |
| |
| 作者单位： | |
| |
| 基金项目： | 国家自然科学基金，The author extends his sincere appreciation to the anonymous JMS reviewers for their constructive suggestions |
| |
| 摘 要： |
|
| 关 键 词： | 中华老字号 品牌关系质量 代际影响 品牌资产 |
Transference or severance: An exploratory study on brand relationship quality of China’s time-honored brands based on intergenerational influence |
| |
| Jiaxun He.Transference or severance: An exploratory study on brand relationship quality of China’s time-honored brands based on intergenerational influence[J].Frontiers of Business Research in China,2008,2(4):518-552. |
| |
| Authors: | Jiaxun He |
| |
| Institution: | (1) Center on Branding Science, School of Business, East China Normal University, Shanghai, 200241, China |
| |
| Abstract: | Using an indigenous model of Chinese brand relationship quality (CBRQ), the author analyzes the transfer phenomenon of the
time-honored brand equity between parents and children from the perspective of combining intergenerational influence and brand
equity. Results show that the time-honored brand equity from parents basically has no way to pass on to their children besides
trust. Moreover, the positive relationships between parents and the time-honored brands are even destroyed to some extent.
Implications related to the revitalization of the time-honored brands are also discussed.
Translated and revised from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2007, 3(2): 1–19 |
| |
| Keywords: | China’ s time-honored brand brand relationship quality intergenerational influence brand equity |
| 本文献已被 万方数据 SpringerLink 等数据库收录！ |
