|本期目录/Table of Contents|

[1]季晓芬,戎珵璐,雷淑芳,等. 延伸产品进入顺序与关联度的相互作用对品牌延伸评价的影响——以杭州本土服装品牌为例[J].浙江理工大学学报,2012,29(02):192-195.
　JI Xiao\|fen,RONG Cheng\|lu,LEI Shu\|fang,et al. The Interaction Between Order of Entry and Fit Impact ofBrand Extension Evaluation—Fashion Brand in Hangzhou For Example[J].Journal of Zhejiang Sci-Tech University,2012,29(02):192-195.
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 延伸产品进入顺序与关联度的相互作用对品牌延伸评价的影响——以杭州本土服装品牌为例()
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浙江理工大学学报[ISSN:1673-3851/CN:33-1338/TS]

卷:
第29卷
期数:
2012年02期
页码:
192-195
栏目:
出版日期:
2012-04-28

文章信息/Info

Title:
 The Interaction Between Order of Entry and Fit Impact ofBrand Extension Evaluation—Fashion Brand in Hangzhou For Example
文章编号:
16733851 (2012) 02019204
作者:
 季晓芬;  戎珵璐;  雷淑芳;  蔡建梅
 浙江理工大学服装学院， 杭州 310018
Author(s):
 JI Xiao\|fen;  RONG Cheng\|lu;  LEI Shu\|fang;  CAI Jian\|mei
 School of Fashion, Zhejiang Sci\|Tech University, Hangzhou 310018, China
关键词:
 ; 本土服装品牌;  品牌延伸;  进入顺序
分类号:
F768.3
文献标志码:
A
摘要:
    为了检验延伸产品进入顺序对本土服装品牌延伸评价的影响，在参考国外相关理论研究的基础上，选取“浪漫一身”和“江南布衣”为调研品牌，采用问卷调查的方法，运用SPSS18.0软件将所获得的数据进行统计分析。结果表明：与母品牌类别关联度较低的先进入市场的延伸产品相比，后进入的高关联度的延伸产品会得到更好的延伸评价。

参考文献/References:

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［2］ 张艳平． 2009~2010年中国服装B2C网络购物市场研究报告［EB/OL］． (2009\|09\|28) ［2010\|10\|05］. http://www.cu\|market.com.cn.
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［6］ Shankar V, Gregory S C, Lakshman K. Late mover advantage: how innovative late entrants outsell pionners［J］. Journal of Marketing Research, 1998, 35(1)： 54\|70.
［7］ Muthukrishnan A V, Frank R K . Persistent preferences for product attributes: the effects of the initial choice context and uninformative experience ［J］. Journal of Consumer Research, 2001, 28(1)： 89\|104.
［8］ Herr P M, Peter H F, Russell H F. Impact of dominance and relatedness on brand extensions ［J］. Journal of Consumer Psychology, 1996, 5(2)： 135\|159.
［9］ 刘爱玉． SPSS基础教程［M］． 上海：上海人民出版社， 2007： 180\|181.

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备注/Memo

备注/Memo:
 收稿日期： 2011-10-10
基金项目： 浙江省教育厅项目（Y201122149）
作者简介： 季晓芬（1971-），女，浙江仙居人，博士，教授，主要从事服装企业管理与品牌运营、团队创新等研究。
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