Study on the Intrinsic Mechanism of Brand Extension Evaluation Based on the View of Systematic Analysis

摘要：

Due to the lack of systematic studies on intrinsic mechanism of brand extension evaluations home and abroad, this paper proposes three mechanisms about brand extension evaluations: power mechanism, psychology mechanism, and reciprocal effect mechanism. The operation models about these mechanisms is constructed. With different benefits stimulus, demand sides and supply sides have motivations to evaluate, which is power mechanism. Because sucessful brand extension depends on the affect transfer from strong brand to extension, this paper analyzes the process and model of consumers evaluation behavior. At last, reciprocal effect mechanism is proposed about the effect of evaluation results to parent brand equity, accompanying with psychology mechanism.

关键词： Brand Extension Power Mechanism Psychology Mechanism Reciprocal Effect Mechanism

作者: Sun Ping Wang Xingyuan

作者单位: School of Management, Shandong University, Jinan,P.R.China, 250100

会议类型: 国际会议

会议名称: The 15th International Conference on Industrial Engineering and Engineering Management(IE&EM2008)(第十五届工业工程与工程管理国际学术会议暨中国机械工程学会第11次工业工程年会)

会议地点: 郑州

会议语种:英文

在线出版日期: 2008-09-20（万方平台首次上网日期，不代表论文的发表时间）