Multiplier-Accelerator Effect of Brand Eztension

摘要：

Today, Brand Extension has become the first choice of market ing strategy for the majority of companies. The association between the parent brand and the sub-brand is the basis of the brand extension. The spillover effect of the brand extension drives and accelerates the brand extension. On the basis of the previous achievements, this paper applies the nonlinear system dynamics to the brand extension, brings forth the multiplier-accelerator effect of the brand extension, considers the brand association as the multiplier effect. And it considers the spillover effect of the brand extension as the accelerator effect, constrcuts the multiplier-accelerator model of the brand extension, calculates its equilibrium and analyzes the stability of the model.

关键词： brand eztension brand association spillover effect multiplier-accelerator model

作者: Zhang Xionglin Tang Xinli

作者单位: School of Economics and Management, China Three Gorges University, Yichang, P.R.China, 443002

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 1383-1387

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）