RESEARCH ON IMPACT FACTORS OF THE MIXED-BRAND STRATEGY ON CONSUMER’S EVALUATION OF PRODUCTS

摘要：

In recent years, as the market competition is rather fierce and the resources within the companies are lim ited, more and more companies adopt the mixed brand strategy, that is, the strategy of using the corporate brand to endorse the individual product brands, after issuing new products. This research mainly studies the mixed-brand strategy, discussing how it influences consumers’evaluations and preferences of the products from the perspective of consumers’recognition. The research discovers that the number of product categories under the corporate brand has no obvious impact on the effectiveness of mixed-brand strategy;and that the cor porate brand strength and the goodness of fit between the company and its product categories have a notable im pact on the effectiveness of mixed-brand strategy;and that there is no remarkable interaction between the cor porate brand strength and the goodness of fit of product categories.

关键词： brand strategy mixed-brand strategy corporate brand consumers’evaluation of products

作者: Feng Gu Luhua Ma Tian Zhou

作者单位: Management School, Shanghai Jiaotong University, Shanghai 200052, China Brand Strategy department of China Pacific Insurance Group Co. Ltd

会议类型: 国际会议

会议名称: The Ninth International Conference on Industrial Management(第九届工业管理国际会议 ICIM2008)

会议地点: 日本大阪

会议语种:英文

页码: 499-506

在线出版日期: 2008-09-16（万方平台首次上网日期，不代表论文的发表时间）