Institutional Repository, Institute of Psychology, Chinese Academy of Sciences
| Why far-extension can be successful | |
| L. Lei; Y. Wang; X. Q. Ding; M. C. Ma | |
| 2004 | |
| 会议名称 | 会议论文 |
| 页码 | 485-485 |
| 会议日期 | 2004 |
| 会议地点 | Beijing |
| 摘要 | The issue of the brand extension has been widely studied. but why some far-extensions can be successful in market is still an unsolved question. based on the review of the pilot researches, three experiments were conducted to find the potential mechanism behind the consumer behavior. the results show that in order to be successful in a far-extension, the brand itself should have three characters: with high brand-affect; with low relation to a certain product category; with more abstract meaning than productive meaning. |
| 会议主办者 | IUPsyS |
| 学科领域 | 广告与消费心理学 |
| 收录类别 | SSCI |
| 语种 | 英语 |
| WOS记录号 | WOS:000226118004386 |
| 引用统计 | |
| 文献类型 | 会议论文 |
| 条目标识符 | http://ir.psych.ac.cn/handle/311026/6107 |
| 专题 | 中国科学院心理研究所回溯数据库(1956-2010) |
| 推荐引用方式 GB/T 7714 | L. Lei,Y. Wang,X. Q. Ding,et al. Why far-extension can be successful[C],2004:485-485. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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