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J4  2009, Vol. 6 Issue (7): 972-    DOI:
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基于CBBE视角的品牌年轻化研究:以品牌个性和品牌忠诚为视角
陈振东
香港城市大学商学院
Brand Rejuvenation: From Brand Personality and Brand Extension  to Brand Loyalty Based on CustomerBased Brand Equity Theory
 CHEN Chuntung
City University of Hong Kong, Hong Kong, China

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摘要 

通过借助基于顾客的品牌资产模型来分析和研究品牌个性与品牌延伸在品牌年轻化过程中的作用,并利用调研设计方法来研究其他品牌因素。同时,在5个中国代表性城市:北京(北部)、深圳(南部)、上海(东部)、成都(西部)和武汉(中部)进行了调研。研究结论表明:鲜明的品牌个性和向年轻人市场延伸的举措,能够起到提升品牌形象和扩大品牌知名度的作用。从而使品牌重新获得品牌资产,让已老化的品牌得以年轻化。

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陈振东
关键词 品牌年轻化基于顾客的品牌资产品牌个性品牌延伸品牌形象品牌知名度品牌忠诚    
Abstract

This study explores the revitalization of ageing brands through brand rejuvenation strategies in China fashion market. The customer-based brand equity model was expanded and employed to examine the role of brand personality and brand extension in the process of brand rejuvenation with sequential exploratory designs. The study also explores other brand elements, such as brand image and brand awareness. Shopping center intercept survey was conducted to collect data in the five most representative cities of China: Beijing (Northern), Shenzhen (Southern), Shanghai (Eastern), Chengdu (Western), and Wuhan (Central). The finding suggests that brand personality and extension really plays important roles in brand rejuvenation to regain/recapture brand equity. Thus, this study is very important and has directive implications for the Chinese Old Brands to rejuvenate their ageing brands.

Key wordsbrand rejuvenation    customer-based brand equity    brand personality    brand extension    brand image    brand awareness    brand loyalty   
收稿日期: 2008-11-18     
通讯作者: 陈振东(1952~),男,广东汕头人。香港城市大学(香港 999077)商学院博士研究生,渝政控股集团主席。研究方向为品牌管理。     E-mail: chaifa.chan@gmail.com
引用本文:   
陈振东. 基于CBBE视角的品牌年轻化研究:以品牌个性和品牌忠诚为视角[J]. J4, 2009, 6(7): 972-. CHEN Chuntung. Brand Rejuvenation: From Brand Personality and Brand Extension  to Brand Loyalty Based on CustomerBased Brand Equity Theory. J4, 2009, 6(7): 972-.
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