不對稱品牌聯盟對弱勢品牌稀釋研究 : "攀龍附鳳" 還是"引火燒身"?

Dilution on Weak Brands from Asymmetrical Brand Alliances

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)22_Publication in policy or professional journalNot applicable

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Original languageChinese (Traditional)
Pages (from-to)132 - 141
Journal / Publication中國軟科學
Volume2
Publication statusPublished - 2010

Abstract

本研究借助最小均方聯結模型來解釋和分析不對稱品牌聯盟對弱勢品牌的稀釋作用。同時,利用實驗證明了該種稀釋作用的存在,而且可以利用業務多元化和品牌互補性來調節或減緩該負面作用。該研究對中國日益盛行的國內和國際品牌聯盟提出警示即中國品牌與國際品牌的聯合可能由"攀龍附鳳"的驚喜落到"引火燒身"的惡果。
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 strong brand,that is,the dilution from the strong partners on Chinese weak brands.