期刊文献+

以品牌个性维度判断企业的品牌定位

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摘要 本文依据经典的品牌个性理论及模型,提出了基于品牌个性维度的品牌定位诊断方法。通过调查问卷形式对消费者心目中的理想品牌和特定品牌的个性维度在结构和权重上的差异进行了测量,旨在识别消费者对品牌的偏好,判断特定品牌是否满足消费者的品牌偏好,进一步结合特定品牌的市场表现来判断品牌定位是否有偏差。
出处 《中小企业管理与科技》 2011年第25期21-22,共2页 Management & Technology of SME
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