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品牌联想测量方法探讨 被引量:2

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摘要 品牌联想直接影响着消费者对品牌的认知,因此,对品牌联想进行测量,了解品牌联想的构成在品牌管理活动中具有重要的意义。研究者们做过很多研究来试图回答如何能更精准地体现与表达消费者对品牌的认知这一问题,并总结出了许多方法。现回顾国内外各种品牌联想测量方法,并从定性和定量,以及结合这两者的绘制联想结构图等不同角度对这些方法分别进行了举例分析与探讨。
作者 吴雨 李丹
出处 《现代商贸工业》 2009年第22期302-304,共3页 Modern Business Trade Industry
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共引文献46

同被引文献25

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