|本期目录/Table of Contents|

[1]宋永高,何晓媛.是集群品牌无效还是不够强势?——基于消费者视角的集群品牌效应研究梳理和再解读[J].浙江理工大学学报,2018,39-40(社科3):230-236.
 SONG Yonggao,HE Xiaoyuan.Does a cluster brand not work or is it not strong enough?A review and reinterpretation about studies on cluster brand effect from consumers perspective[J].Journal of Zhejiang Sci-Tech University,2018,39-40(社科3):230-236.
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是集群品牌无效还是不够强势?——基于消费者视角的集群品牌效应研究梳理和再解读()
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浙江理工大学学报[ISSN:1673-3851/CN:33-1338/TS]

卷:
第39-40卷
期数:
2018年社科3期
页码:
230-236
栏目:
出版日期:
2018-06-14

文章信息/Info

Title:
Does a cluster brand not work or is it not strong enough?A review and reinterpretation about studies on cluster brand effect from consumers perspective
文章编号:
1673-3851 (2018) 06-0230-07
作者:
宋永高何晓媛
浙江理工大学经济管理学院,杭州 310018
Author(s):
SONG Yonggao HE Xiaoyuan
School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou 310018, China
关键词:
集群品牌产业集群品牌化集群品牌效应品牌形象
分类号:
F713.5
文献标志码:
A
摘要:
集群品牌化的前提是集群品牌有正面效应。集群品牌术语诞生近二十年,学术界对集群品牌效应的认知经历了充分肯定、怀疑甚至否定、再肯定的演变,但鲜有研究对此进行整合解释,集群品牌的有效性仍然扑朔迷离。此文在梳理相关研究基础上,提炼出集群品牌形象四象限模型,分析每个象限的集群品牌形象涵义,厘清集群品牌效应和集群品牌形象效应关系,进而对消费者视角的集群品牌效应研究进行重新解读,看似对立的研究结论得以合理解释。文章认为,集群品牌有普遍积极正向的效应,基于外地消费者的自然形象测度的集群品牌无正向效应的正确解读是集群品牌还不够强势。

参考文献/References:

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[6] Kasabov E. Towards a theory of peripheral, earlystage clusters [J].Regional Studies, 2011, 45(6): 827-842.
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[8] 蔡宁,杨旭,桂昭君.协作与竞争行为和企业集群竞争力的关联机理[J].经济管理,2002,24(18):49-53.
[9] 李永刚.企业品牌、区域产业品牌与地方产业集群发展[J].财经论丛,2005,114(1):22-27.
[10] 宋永高,翁森艳.基于顾客视角的集群品牌概念界定及验证[J].纺织学报,2016,37(6):155-162.

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备注/Memo

备注/Memo:
收稿日期: 2018-01-29
网络出版日期: 2018-05-28
基金项目: 浙江省社科规划项目(16NDJC228YB)
作者简介: 宋永高(1964-),男,浙江海盐人,教授,主要从事品牌战略、集群品牌和消费者行为研究
更新日期/Last Update: 2018-06-20