| 品牌信用度衰减模型及经济学分析 |
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| 引用本文： | 吕承超,孙曰瑶. 品牌信用度衰减模型及经济学分析[J]. 石家庄经济学院学报, 2011, 34(4): 62-66 |
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| 作者姓名： | 吕承超 孙曰瑶 |
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| 作者单位： | 山东大学经济学院,山东济南,250100 |
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| 摘 要： | 在品牌消费周期内品牌信用度由于情感利益和物质利益的衰减而逐渐衰减。引入品牌信用度衰减系数概念,论证品牌信用度衰减的影响因素及作用机理,进一步构建品牌信用度衰减模型。讨论了品牌消费周期和品牌强化系数对品牌信用度的影响,以及在竞争条件下其他品牌对原品牌信用度的影响。提出品牌信用度衰减系数和品牌相似系数二维模型,讨论了在不同品牌信用度衰减系数和品牌相似系数条件下,品牌信用度衰减变化情况和相应的品牌对策。
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| 关 键 词： | 品牌信用度 品牌消费周期 品牌信用度衰减系数 品牌强化系数 |
Brand Credit Degree Attenuation Model and Its Economic Analysis |
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| LV Cheng-chao,SUN Yue-yao. Brand Credit Degree Attenuation Model and Its Economic Analysis[J]. Journal of Shijiazhuang University of Economics, 2011, 34(4): 62-66 |
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| Authors: | LV Cheng-chao SUN Yue-yao |
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| Affiliation: | (Shandong University,Jinan,Shandong 250100) |
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| Abstract: | Different from existed brand economics,this study considers that brand credit degree gradually attenuates with the attenuation of emotional and material interests in the brand consumption cycle.The concept of brand credit degree attenuation coefficient is |
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| Keywords: | brand credit degree brand consumption circle brand credit degree attenuation coefficient brand strengthening coefficient |
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