| 品牌延伸机制的研究与品牌策略 |
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| 引用本文： | 丁家永.品牌延伸机制的研究与品牌策略[J].南京财经大学学报,2005(4):62-64. |
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| 作者姓名： | 丁家永 |
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| 作者单位： | 南京师范大学心理学系,江苏南京210097 |
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| 摘 要： | 品牌延伸心理机制是构建品牌理论的重要方面，也是前沿性课题之一。上世纪80年代至90年代品牌延伸理论着重探讨了情感机制、属性联想机制，进入21世纪研究者则更多地主张用认知心理学观点与研究方法，从消费者情感与认知相互影响来认识品牌延伸机制，这对制定有效的品牌营销策略更具有现实意义。文章对此进行了初步探讨。
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| 关 键 词： | 品牌延伸机制 认知与情感 品牌策略 |
| 文章编号： | 1672-6049（2005）04-0062-03 |
| 收稿时间： | 2005-04-06 |
The Mechanism of Brand Extension and the Brand Extension Strategy |
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| Ding GuYong.The Mechanism of Brand Extension and the Brand Extension Strategy[J].Journal of Nanjing University of Finance and Economics,2005(4):62-64. |
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| Authors: | Ding GuYong |
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| Abstract: | The mechanism of brand extends to is important aspect of brand theories as well as topic at present.It is put great emphasis on to study the emotion mechanism from 80's to 90's of the 20 century. Now its research employ view and research method of cognitive psychology, Affects from the interaction between consumers' emotion and cognition is to know the mechanism of brand extension. |
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| Keywords: | brand extension emotion and cognition brand marketing strategies |
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