休眠品牌与企业品牌融合的作用机理研究

发布时间：2018-02-20 23:21

本文关键词： 休眠品牌激活域品牌权益遗留线索作用机理　出处：《管理评论》2014年12期 　论文类型：期刊论文

【摘要】：本文旨在市场观察和透析已有文献关于休眠品牌激活对策的研究基础上,采用规范化的实证研究方法,切入国际研究的前沿,利用心理学的线索理论,还原探索了休眠品牌在消失后的品牌权益的线索遗留状态,并拓展了营销学的"激活域"理论,创建了休眠品牌的激活域的测量维度以及休眠品牌和企业品牌融合的作用机理模型,通过结构方程模型的方法对模型进行检验,得出结论:休眠品牌结构体内激活域的遗留要素点的强度对品牌关系再续意愿有显著的正向作用;休眠品牌结构体外激活域的要素点强度通过二者的融合域强度间接作用于品牌关系再续意愿;现有品牌和休眠品牌的融合域强度越高,现有企业激活老品牌作为品牌组合战略的可能性就越大。其中:休眠品牌结构体内的激活域:公司熟悉强度对品牌关系再续意愿呈反向作用,也就是说对休眠品牌原来隶属公司的熟悉程度越高,休眠品牌激活越有难度;休眠品牌结构体外的激活域:公司熟悉度和品牌忠诚度越高,对休眠品牌的激活阻力越大。并以此做为构建休眠品牌的衍化机理到激活路径之间链接式的一体化应用模式的研究基础,从根本上解决休眠品牌激活后的可持续研究,开拓了企业品牌管理战略研究的新视角,具有较大的理论和实践意义。
[Abstract]:The basis of this study aims at the market observation and literature on dialysis dormancy brand activation strategy, using the empirical research method of standardization, the international research frontier breakthrough, the use of psychological theory to explore the clues, reducing dormancy after the disappearance of the brand in the brand equity of the remaining clues and expand the marketing status, the "activation domain" the theory, created the activation domain dimensions and dormancy mechanism of dormancy brand model of brand and enterprise brand integration, through the method of structural equation model were used to test the model, draw the conclusion: the remaining elements point of dormancy brand structure in vivo activation domain of the strength of the brand relationship reestablishing has a significant positive effect; factors the intensity of dormant brands structure in vitro activation domain through the integration of the two field strength indirect effect on brand relationship reestablishing; existing brand and dormant brands The fusion domain intensity is higher, the existing enterprises to activate the old brand as the brand portfolio strategy is greater. The activation domain of dormant structures in the body: the company familiar with the brand strength of the brand relationship reestablishing a reverse effect, that is to say to sleep under the company's brand originally familiar with the higher level, the activation of dormant brands the difficulty; activation domain structure in vitro: dormant brand familiarity and brand loyalty is higher, the greater the dormant brands activation resistance. This basic research to application integration mode activation path between the link type for the construction of the mechanism of derivation of dormant brands, fundamentally solve the sustainable research on brand activation after dormancy. Open up a new perspective of brand management strategy of the enterprise, has great theoretical and practical significance.

【作者单位】：重庆三峡学院经济与管理学院;西南财经大学经济与管理学院;
【基金】：教育部2013年度人文社会科学研究规划基金项目(13YJA630051) 重庆市教委2012年度科学技术研究项目(KJ121102)
【分类号】：F273.2

【共引文献】