论品牌社群研究的缘起、主要内容与方法

被引：39

作者：

王新新

薛海波

机构：

[1] 上海财经大学国际工商管理学院

来源：

外国经济与管理 | 2008年 / 04期

关键词：

品牌社群; 社群认同; 社群意识; 品牌社群整合;

D O I：

10.16538/j.cnki.fem.2008.04.004

中图分类号：

F273.2 [产品管理];

学科分类号：

1202 ; 120202 ;

摘要：

品牌社群是当今国际学术界和实务界关注的一个前沿问题,国内的相关实践和研究才刚刚开始。本文归纳了品牌社群研究的主要对象,梳理了品牌社群研究的主要内容,并评介了品牌社群研究的主要方法,以期对国内品牌社群研究有所启发。

引用

页码：25 / 31+38 +38

页数：8

共 14 条

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