基于文献计量与SNA的品牌延伸研究分析
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摘要
基于CNKI数据库1995~2015年期间的959篇品牌延伸领域的文献,运用文献计量和社会网络分析方法(SNA)以及关键词共现等方法,从高频作者群、高被引文献、文献关键词共现、关键词的时间演进等角度,对国内品牌延伸发展的基本态势、研究热点以及趋势进行定量化研究.研究发现,国内品牌延伸研究的发文量整体上升后近几年呈现下降趋势.同时,品牌延伸基本理论、品牌延伸策略、品牌延伸评估(评价)成为品牌延伸领域的主要研究热点.目前,国内品牌延伸研究趋势倾向于品牌延伸对品牌资产的影响、消费者对品牌延伸的感知契合度、消费者品牌延伸评价等方面.
Using the bibliometric analysis,social network analysis and key words co-occurrence methods,959 papers from 1995 to 2015 published in China National Knowledge Internet( CNKI) are analyzed about brand extension,and the basic situation of domestic brand extension,hotspots and frontier are explored by quantitative research,based on the research of the high-frequency group,highly cited papers,keyword co-occurrence,the time evolution of keywords. The study shows that the issued amount of domestic brand extension research had an overall upward trend,and then got down in recent years. The main areas of brand extension research focus on the basic theory of brand extension,brand extension,brand extension assessment. At present,the hotspots and main areas of domestic brand extension focus on the old brand activation,brand extension fit and consumer brand extension evaluation.
Using the bibliometric analysis,social network analysis and key words co-occurrence methods,959 papers from 1995 to 2015 published in China National Knowledge Internet( CNKI) are analyzed about brand extension,and the basic situation of domestic brand extension,hotspots and frontier are explored by quantitative research,based on the research of the high-frequency group,highly cited papers,keyword co-occurrence,the time evolution of keywords. The study shows that the issued amount of domestic brand extension research had an overall upward trend,and then got down in recent years. The main areas of brand extension research focus on the basic theory of brand extension,brand extension,brand extension assessment. At present,the hotspots and main areas of domestic brand extension focus on the old brand activation,brand extension fit and consumer brand extension evaluation.
引文
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[16]于春玲,李飞,薛镭,等.中国情境下成功品牌延伸影响因素的案例研究[J].管理世界,2012,06:147-162.YU C L,LI F,XUE L,et al.Case study of brand extension success factors of the Chinese context[J].Management World,2012,06:147-162.
[17]MICHEL G,DONTHU N.Why negative brand extension evaluations do not always negatively affect the brand:the role of central and peripheral brand associations[J].Journal of Business Research,2014,67(12):2611-2619.
[18]KIM K,PARK J,KIM J.Consumer-brand relationship quality:when and how it helps brand extensions[J].Journal of Business Research,2014,67(4):591-597.
[19]林少龙,骆少康,纪婉萍.延伸相似度对于品牌延伸的成功重要吗——消费者多样化寻觅与内在控制的调节角色[J].南开管理评论,2014,06:139-148.LIN S L,LO S K,CHI W P.Is extension similarity important for the success ofbrand extension?the moderating role of consumer’s variety-seeking and internal control[J].Nankai Business Review,2014,06:139-148.
[20]钟伟金,李佳.共词分析法研究(一):共词分析的过程与方式[J].情报杂志,2008(5):70-72.ZHONG W J,LI J.The research of co-word analysis(1)—the process and methods of co-word analysis[J].Journal of Intelligence,2008(5):70-72.
[21]汪小帆,李翔,陈关荣.网络科学导论[M].北京:高等教育出版社,2012:158-159.
[22]BARTLETT F C,BURT C.Remembering:a study in experimental and social psychology[J].British Journal of Educational Psychology,1933,3(2):187-192.
[2]AAKER D A,KELLER K L.Consumer evaluations of brand extensions[J].Journal of Marketing,1990,54(1):27-41.
[3]KELLER,LANE K,AAKER,et al.The effects of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-50.
[4]LAFORET S.Determinants of corporate hierarchical branding strategies with reference to the fast moving consumer goods[D].Leicester:Loughborough University,1995.
[5]ROBINSON W,FORNELL C.Sources of market pioneer advantages in consumer goods industries[J].Journal of Marketing Research,1985,(22):305-317.
[6]韦福祥.品牌延伸福耶祸耶[J].企业研究,1994,11:15-16.
[7]卢泰宏,谢飙.品牌延伸的评估模型[J].中山大学学报(社会科学版),1997,06:9-14.LU T H,XIE B.An evaluation model of brand extension[J].Journal of Sun Yatsen University(Social Science Edition),1997,06:9-14.
[8]郑春东.企业品牌延伸策略研究[D].天津:天津大学研究生院,2005.
[9]宋剑耕,孙章.普赖斯《小科学,大科学》一书对我们的启示[J].科学学与科学技术管理,1984,09:13-14.
[10]卢泰宏,吴水龙,朱辉煌,等.品牌理论里程碑探析[J].外国经济与管理,2009,01:32-42.
[11]符国群.品牌延伸研究:回顾与展望[J].中国软科学,2003,01:75-81.FU G Q.Study on brand extension:review and perspectives[J].China Soft Science Magazine,2003,01:75-81.
[12]余明阳.论品牌延伸的评估模型[J].特区经济,2000,03:13-18.YU M Y.Evaluation model of brand extension[J].Special Zone Economy,2000,03:13-18.
[13]韦福祥.品牌延伸的基本理论及其应用[J].天津商学院学报,2000,01:42-46+60.WEI F X.The basic theory of brand extension and its application[J].Journal of Tianjin University of Commerce,2000,01:42-46+60.
[14]刘则渊,陈悦,候海燕.科学知识图谱:方法与应用[M].北京:人民出版社,2008.
[15]赵蓉英,王菊.图书馆学知识图谱分析[J].中国图书馆学报,2011,37(192):40-50.ZHAO R Y,WANG J.The analysis of library knowledge map[J].Journal of Library Science in China,2011,37(192):40-50.
[16]于春玲,李飞,薛镭,等.中国情境下成功品牌延伸影响因素的案例研究[J].管理世界,2012,06:147-162.YU C L,LI F,XUE L,et al.Case study of brand extension success factors of the Chinese context[J].Management World,2012,06:147-162.
[17]MICHEL G,DONTHU N.Why negative brand extension evaluations do not always negatively affect the brand:the role of central and peripheral brand associations[J].Journal of Business Research,2014,67(12):2611-2619.
[18]KIM K,PARK J,KIM J.Consumer-brand relationship quality:when and how it helps brand extensions[J].Journal of Business Research,2014,67(4):591-597.
[19]林少龙,骆少康,纪婉萍.延伸相似度对于品牌延伸的成功重要吗——消费者多样化寻觅与内在控制的调节角色[J].南开管理评论,2014,06:139-148.LIN S L,LO S K,CHI W P.Is extension similarity important for the success ofbrand extension?the moderating role of consumer’s variety-seeking and internal control[J].Nankai Business Review,2014,06:139-148.
[20]钟伟金,李佳.共词分析法研究(一):共词分析的过程与方式[J].情报杂志,2008(5):70-72.ZHONG W J,LI J.The research of co-word analysis(1)—the process and methods of co-word analysis[J].Journal of Intelligence,2008(5):70-72.
[21]汪小帆,李翔,陈关荣.网络科学导论[M].北京:高等教育出版社,2012:158-159.
[22]BARTLETT F C,BURT C.Remembering:a study in experimental and social psychology[J].British Journal of Educational Psychology,1933,3(2):187-192.