让品牌松紧理念思维方式对延伸评价影what makes brands elastic使弹性.pdfVIP

WhatMakesBrandsElastic?TheInfluenceofBrandConceptand

StylesofThinkingonBrandExtensionEvaluation

是什么让品牌松紧？品牌理念和思维方式对品牌延伸评价的影

响

Whyaresomebrandsmoreelasticthanothers?Priorresearchshowsthatconsumers

aremoreacceptingofextensionsintodistantproductcategoriesforbrandswith

prestigeconcepts(Rolex)thanforbrandswithfunctionalconcepts(Timex).

为什么有些品牌比别人的弹性？此前的研究表明，消费者能接受产品在品牌和声望上的

概念远超过对