消费者创新性对品牌延伸距离和延伸类型的影响研究

被引：8

作者：

刘国华 ^{[1
]}

苏勇 ^{[2
]}

机构：

[1] 上海外国语大学国际工商管理学院

[2] 复旦大学管理学院

来源：

研究与发展管理 | 2010年 / 22卷 / 06期

关键词：

消费者创新性; 品牌延伸; 延伸距离; 延伸类型;

D O I：

10.13581/j.cnki.rdm.2010.06.014

中图分类号：

F274 [企业供销管理]; F273.2 [产品管理];

学科分类号：

1201 ; 1202 ; 120202 ;

摘要：

影响品牌延伸成功的因素有很多,其中消费者因素首当其冲.创新型消费者日趋增多,其重要特征就是喜欢尝试新事物,倾向于选择在延伸距离和延伸类型上更体现新产品特征的延伸产品.理解这一点,有助于企业市场营销人员制定正确有效的产品延伸策略.

引用

页码：84 / 89+111 +111

页数：7

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