| 不对称品牌联盟对弱势品牌稀释研究:"攀龙附凤"还是"引火烧身"? |
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| 引用本文： | 郭锐,严良,苏晨汀,周南.不对称品牌联盟对弱势品牌稀释研究:"攀龙附凤"还是"引火烧身"?[J].中国软科学,2010(2). |
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| 作者姓名： | 郭锐 严良 苏晨汀 周南 |
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| 作者单位： | 1. 中国地质大学,经济与管理学院,湖北,武汉,430072
2. 香港城市大学,商学院,香港 |
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| 摘 要： | 本研究借助最小均方联结模型来解释和分析不对称品牌联盟对弱势品牌的稀释作用.同时,利用实验证明了该种稀释作用的存在,而且可以利用业务多元化和品牌互补性来调节或减缓该负面作用.该研究对中国日益盛行的国内和国际品牌联盟提出警示即中国品牌与国际品牌的联合可能由"攀龙附凤"的惊喜落到"引火烧身"的恶果.
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| 关 键 词： | 品牌联盟非对称性 品牌稀释 最小均方模型(LMS) 业务多元化 品牌互补性 |
Dilution on Weak Brands from Asymmetrical Brand Alliances:Do Brand Alliances Always Help the Weak? |
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| GUO Rui,YAN Liang,SU Chen-ting,ZHOU Nan.Dilution on Weak Brands from Asymmetrical Brand Alliances:Do Brand Alliances Always Help the Weak?[J].China Soft Science,2010(2). |
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| Authors: | GUO Rui YAN Liang SU Chen-ting ZHOU Nan |
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| Institution: | GUO Rui1,YAN Liang1,SU Chen-ting2,ZHOU Nan2(1.Economics , Management,China University of Geosciences,Wuhan 430074,China,2.College of Business,City University of Hong Kong,Hong Kong,China) |
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| Abstract: | This study uses least mean squares connectionist model to demonstrate empirically that asymmetrical brand alliances can result in potential dilution on weak brands paired.Meanwhile,the experiments draw conclusions that the dilution does exist and brand complementarity and business diversification can moderate and relieve the negative impact of asymmetrical brand alliances on the weak partners.These findings warn Chinese brand managers of the bad results from the prevalent co-branding with international stro... |
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| Keywords: | brand alliances asymmetry brand dilution Least Mean Squares Connectionist Model (LMS) business diversification brand complementarity |
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