西方品牌社群研究述评

被引：53

作者：

周志民

李蜜

机构：

[1] 深圳大学管理学院

[2] 深圳大学管理学院广东深圳

来源：

外国经济与管理 | 2008年 / 01期

关键词：

品牌关系; 品牌社群; 结构模型;

D O I：

10.16538/j.cnki.fem.2008.01.006

中图分类号：

F273.2 [产品管理];

学科分类号：

1202 ; 120202 ;

摘要：

关系营销、社群理论、品牌建设理论的融合形成了品牌社群这一品牌理论前沿。本文回顾了西方学者对品牌社群的重要研究成果,对品牌社群的概念界定、结构模型、影响因素及作用机理等方面的研究成果进行了梳理与述评,并提出了今后值得研究的若干方向。

引用

页码：46 / 51

页数：6

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