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品牌联合作为一种新兴的品牌资产提升手段受到学术界和业界的普遍关注,而消费者对品牌联合的评价机制正是其中的热点问题之一。目前国外有关品牌联合评价机制的研究成果主要可以概括为两类主流观点,一是基于态度的情感迁移机制,二是基于属性的信息整合机制。本文对这两种机制进行了深入细致的介绍、评述和比较,并在此基础上提出了进一步探索评价机制选择影响因素的构想。
Brand syndication as a new means of brand equity promotion has drawn the widespread attention of academia and industry. The evaluation mechanism of consumer synergy with brand symbiosis is one of the hot issues among them. At present, the research results of foreign joint brand evaluation mechanism mainly can be summarized into two kinds of mainstream views, one is attitude-based emotion transfer mechanism and the other is attribute-based information integration mechanism. In this paper, the two mechanisms are introduced in detail, reviewed and compared, and on this basis, the conception of further exploring the influencing factors of the evaluation mechanism selection is proposed.