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20世纪90年代以来,品牌延伸在西方营销理论及实践领域成为了一个热门研究主题,而品牌延伸的反馈效应,即品牌延伸对母品牌的影响也成为品牌延伸领域一个不可回避的重要研究主题。本文回顾了品牌延伸反馈效应相关研究的发展历程,对品牌延伸反馈效应的概念和形成机制进行了分析,并通过对相关实证研究的梳理与述评,详细探讨了品牌延伸反馈效应的影响因素。
Since the 1990s, brand extension has become a hot research topic in the field of western marketing theory and practice. The feedback effect of brand extension, that is, the influence of brand extension on the parent brand, has also become an unavoidable and important research topic in the brand extension field. This paper reviews the development history of the research on the brand extension feedback effect, analyzes the concept and formation mechanism of the brand extension feedback effect, and discusses in detail the influencing factors of the brand extension feedback effect through the combing and commentary on the relevant empirical research.