Research On Brand Pulling Force:An Example Of College Students Brand Selection

摘要：

In the new consume culture society, the impact of brands on consumer is becoming more and more important, and enterprises pay close attentions to brand building, maintenance and extension. This paper takes college students brand selection on sportswear and four categories of digital products for example, using methods of correlation analysis and Likert scale. On this basis, this paper gets the results of college students prefer about brands and some combinations of brands with brand pulling force. In addition, the results of this paper suppose the existence of brand pulling force, the high consistency of brand characteristics and the brand characteristics tendency with pulling force.

关键词： brand pulling force brand attributes

作者: SUN Feichao

作者单位: Department of Enterprise Management,School of Management. Zhejiang University,Hangzhou, P. R. China, 310058

会议类型: 国际会议

会议名称: 2010 International Conference on Management(2010管理国际大会)

会议地点: 上海

会议语种:英文

页码: 339-345

在线出版日期: 2010-07-24（万方平台首次上网日期，不代表论文的发表时间）