不同营销策略下属性一致性对品牌延伸淡化效应的影响分析-analysis of the influence of attribute consistency on brand extension dilution effect under different marketing strategies.docxVIP

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不同营销策略下属性一致性对品牌延伸淡化效应的影响分析-analysis of the influence of attribute consistency on brand extension dilution effect under different marketing strategies.docx

不同营销策略下属性一致性对品牌延伸淡化效应的影响分析-analysis of the influence of attribute consistency on brand extension dilution effect under different marketing strategies

AbstractBrandextensionisthemainbrandstrategymostcompanieswouldliketochooseintheprocessofbrandmanagement,inadditiontomorequicklytonewproductsuccessfully,companiesalsowanttocontrolorminimizethepotentialriskofnewproductfailure.However,fromtheexistingbrandextensionpractice,therearequiteanumberofbrandextensionisnotsuccessful,evenresultindifferentdegreeofdamagetothebrandandtheproduct,andthedilutioneffectisoneofthemainfactorsofnegativeeffect.Andeventhesuccessfulbrandextension(extendedproductapproved),isalsoacertaindegreeofbranddilutionproblem.Atpresent,thestudyonbrandextensionmainlyfocusedontheconsis

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不同营销策略下属性一致性对品牌延伸淡化效应的影响分析-analysis of the influence of attribute consistency on brand extension dilution effect under different marketing strategies.docxVIP