品牌与品牌化研究的取向、格局及趋势

被引:13
作者
何佳讯
机构
[1] 华东师范大学经济与管理学部
关键词
品牌; 顾客; 消费者; 品牌化; 品牌资产模型; 格局;
D O I
10.19373/j.cnki.14-1384/f.2016.02.002
中图分类号
F273.2 [产品管理];
学科分类号
1202 ; 120202 ;
摘要
<正>2013年7月29日,巴黎,我与Jean-No?l Kapferer教授相约晤面。刚一落座,Kapferer教授就问我,"您与David Aaker和Kevin Keller熟识吗?"在那个时刻,我似乎一下得以确认自己的想法:在现代品牌理论发展的近三十年中,真正称得上奠基人的也许只有这三位宗师。尽管他们几乎在差不多的时间发表(出版)了代表作,但Kapferer(1991)首次提出"战略品牌管理"构念3,并于1992年出
引用
收藏
页码:4 / 25
页数:22
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