品牌理论里程碑探析
卢泰宏,吴水龙,朱辉煌,何云
摘要(Abstract)：
品牌在近三十年成为营销理论和实践中最有影响的活跃领域。品牌理论的不断创新以及品牌实践的发展,展现出丰富多彩又扑朔迷离的画面。其中,哪些是具有里程碑意义的贡献和标志性创新?品牌领域的发展路径和演进脉络是怎样的?本文在大量文献研究的基础上,对品牌理论的发展演进进行了梳理和分析,指出了品牌理论发展中原创性的理论贡献及其回答的基本科学问题。
关键词(KeyWords)： 品牌;品牌理论;演进
基金项目(Foundation): 国家自然科学基金重点项目《中国本土品牌成长与创新研究》(编号:70632003);; 教育部人文社科项目《区域集群品牌的创建:机制、模型及路径》(编号:08JC630037)
作者(Author): 卢泰宏,吴水龙,朱辉煌,何云
DOI: 10.16538/j.cnki.fem.2009.01.005
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