关于品牌联合性的探索  

The Exploration of the Co-branding

作　　者：卓伟[1] 郑健培[1] 吴少武[1] 邹婷婷[1] 

机构地区：[1]华南理工大学工商管理学院,广州510640

出　　处：《价值工程》2010年第26期8-8,共1页Value Engineering

摘　　要：在经济全球化不断深化的情况下,品牌成为国际市场新一轮竞争的焦点。文章从Keller的品牌联想模型出发,在剖析联合匹配性内涵的基础上构建了联合匹配性二维结构,通过实验研究法检验了联合匹配性的维度结构及其对联合品牌评价的影响。结果表明,联合匹配性体现在产品功能互补和品牌形象一致二维度,各维度均对联合品牌评价有积极影响,但影响方式和结果有所不同。In the economic globalization deepens unceasingly in the situation, the brand becomes the focal point which the international market new round competes. Based on Keller＇s brand association model, this paper identifies the meaning of alliance fitness and puts forward a two-dimension structure for fitness, then tests the effectiveness of the structure and its impact on co-branding evaluation with experimental approach. The results show that the alliance fitness embodied in product feature complementation and brand image congruence of the second dimension. Both dimensions have a positive influence on the evaluation of co-branding, while the way and results of the impact differ between them.

关 键 词：品牌联合 品牌 品牌形象 

分 类 号：F270[经济管理—企业管理]