Find the Constraint Conditions of Brand System
This paper sets up an identify pattern to find the constraint conditions of brand system. With the help of this pattern, a quantitative relationship between intangible brand image and tangible brand purchase behavior is built up. This paper shows that the different brand image indices are not equally important to a brand system. Some are indispensible for brand survival, which are the necessary conditions of brand system; some are critical to brand development, which are the sufficient conditions of brand system. By figuring out the different restraint conditions of brand system, brand managers can therefore utilize their marketing resources more effectively.
component necessarycondition sufficientcondition brandpurchase brandimage
SUN Hong WANG Feng
School of Economics and Management BeiHang University, Beijing 100191, China Beijing, China School of Economics and ManagementBeiHang University, Beijing 100191, ChinaBeijing, China
国际会议
广州
英文
1-4
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）