| 休眠品牌的品牌关系再续及品牌激活策略研究 |
| |
| 引用本文： | 林雅军.休眠品牌的品牌关系再续及品牌激活策略研究[J].经济与管理,2011,25(6). |
| |
| 作者姓名： | 林雅军 |
| |
| 作者单位： | 重庆三峡学院经济管理学院,重庆万州404000;西南财经大学工商管理学院,四川成都611300 |
| |
| 基金项目： | 重庆三峡学院科学研究项目计划资助 |
| |
| 摘 要： | 企业衰落,品牌资产随之流失,为节省培育新品牌的巨大开支以及减少社会资源的浪费,休眠品牌的激活至关重要.休眠品牌的品牌关系再续的影响因素为:品牌初始感知价值、品牌当前感知价值、初始品牌关系质量、品牌关系记忆、品牌关系断裂归因、品牌情感联结.目前激活品牌的策略是针对于老化品牌在品牌资产衰减和怀旧品牌提出的,应该探究休眠品牌的激活点,激活时要衡量品牌激活的财务成本,关注休眠品牌激活后的持续发展和品牌维护.
|
| 关 键 词： | 休眠品牌 品牌关系再续 品牌维护 |
Research on Renewing the Brand Relationship and Brand Activation Strategy of Dormant Brands |
| |
| Lin Yajun.Research on Renewing the Brand Relationship and Brand Activation Strategy of Dormant Brands[J].Economy and Management,2011,25(6). |
| |
| Authors: | Lin Yajun |
| |
| Institution: | Lin Yajun1,2(1.School of Economics and Management,Chongqing Three Gorges University,Wanzhou 404000,China,2.School of Business Administration,Southwestern University of Finance and Economies,Chengdu 611300,China) |
| |
| Abstract: | Enterprise declined following the loss of brand equity.In order to save huge expenditure to cultivate a new brand,as well as a waste of social resources,it is important to activate the dormant brand.The influencing factors of renewing of brand relationships of dormancy brands include the initial brand perceptive value,current brand perceptive value,initial brand relationship quality,brand relationship memory,fracture attribution of brand relationship,and brand emotional bond.At present,the strategy of activ... |
| |
| Keywords: | dormant brands renewing of brand relationships brand maintain |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
