品牌老化与品牌激活研究述评
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外国经济与管理 2007 年 第 29 卷第 02 期, 页码：17 - 23
摘要
参考文献
摘要
品牌老化是品牌长期管理方面一个不容忽视的问题,而品牌激活是解决这一问题,增加品牌资产价值的基本途径。本文从分析品牌老化的原因入手,从企业和消费者两个不同的角度详细阐述了品牌激活的条件及相应对策。
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[5]Ourusoff,Alexandra.What’s in a name?[J].Financial World,1992,161(Sep.):32-46.
[6]Crawford,Merle.New products management[M].Homewood,IL:Irwin,1993.
[7]de Chernatony,L,and McDonald,M H B.Creating powerful brands[M].2nd Ed.,London:Butterworth-Heinemann Ltd.,1994.
[8]Brown,S,R V Kozinets,and J F Sherry.Teaching old brands new tricks:Retro branding and the revival of brand meaning[J].Journalof Marketing,2003,67(7):19-33.
[9]Aaker,D A.Managing brand equity[M].Arial,NY:Free Press,1991:238-621.
[10]Wansink,B,and J M Gilmore.New uses that revitalize old brands[J].Journal of Advertising Research,1999,39(3/4):90-98.
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[12]Donna,B.Breathe new life into your old brand[J].Management Review,1992,81(8):10-14.
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[15]Penaloza,Lisa.The modification of the American west:Marketers’production of cultural meanings at the trade show[J].Journal ofMarketing,2000,64(Oct.):82-109.
[16]Hartman,Geoffrey.Scars of the spirit:The struggle against inauthenticity[M].New York:Palgrave Macmillan,2002.
[17]Kelly,Tom.Brand essence-making our brands last longer[J].Journal of Brand Management,1998,5(Jul.):390-391.
[18]McAlexander,James H,et al.Building brand community[J].Journal of Marketing,2002,66(Jan.):38-54.
[19]Yakimova,R,and M Beverland.The brand-supportive firm:An exploration of organizational drivers of brand updating[J].Journal ofBrand Management,2005,12(6):445-460.
引用本文
卢泰宏, 高辉. 品牌老化与品牌激活研究述评[J]. 外国经济与管理, 2007, 29(2): 17–23.
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