论农产品区域品牌伞策略背书效果的影响因素  

An Analysis About the Factors of the Endorsing Effect in the Primary Products Place Umbrella Branding Strategy

作　　者：曹艳爱[1] 

机构地区：[1]广东金融学院工商管理系,广州510521

出　　处：《嘉应学院学报》2010年第10期46-50,共5页Journal of Jiaying University

基　　金：广东金融学院2010-2011学年度课题(10XJ03-02)

摘　　要：农产品区域品牌伞策略强调的是农产品区域品牌作为伞品牌对伞下农产品及其品牌产生庇护和提携作用。本文试图探讨影响农产品区域品牌伞策略背书效果的因素,在参考相关文献的基础上,归纳出可能的三大类影响因素:农产品区域品牌伞背书策略(包括有无背书和背书程度)、农产品区域品牌特征(包括品牌强度和品牌形象)和农产品区域品牌与农产品契合度,并提出六个假说,籍此构建出一个影响农产品区域品牌伞策略背书效果的概念模型。The primary products place umbrella branding strategy is to employ a primary product place brand as an endorser to support the product brand.Referring to the findings of umbrella branding,this study examines ＂the endorsing effects of the primary products place umbrella branding strategy＂（including having endorsement or not and endorsing degree）,＂the characteristics of the primary products place umbrella brand＂（including the brand intensity and the brand image）,and ＂fitness between primary product categories and umbrella brand＂ on a new product brand.Then the article brings forward six hypotheses and structures out a concept model.

关 键 词：品牌伞 区域品牌 品牌强度 类别契合度 

分 类 号：F713.50[经济管理—市场营销]