【摘要】 本文旨在市场观察和透析已有文献关于休眠品牌激活对策的研究基础上,采用规范化的实证研究方法,切入国际研究的前沿,利用心理学的线索理论,还原探索了休眠品牌在消失后的品牌权益的线索遗留状态,并拓展了营销学的"激活域"理论,创建了休眠品牌的激活域的测量维度以及休眠品牌和企业品牌融合的作用机理模型,通过结构方程模型的方法对模型进行检验,得出结论:休眠品牌结构体内激活域的遗留要素点的强度对品牌关系再续意愿有显著的正向作用;休眠品牌结构体外激活域的要素点强度通过二者的融合域强度间接作用于品牌关系再续意愿;现有品牌和休眠品牌的融合域强度越高,现有企业激活老品牌作为品牌组合战略的可能性就越大。其中:休眠品牌结构体内的激活域:公司熟悉强度对品牌关系再续意愿呈反向作用,也就是说对休眠品牌原来隶属公司的熟悉程度越高,休眠品牌激活越有难度;休眠品牌结构体外的激活域:公司熟悉度和品牌忠诚度越高,对休眠品牌的激活阻力越大。并以此做为构建休眠品牌的衍化机理到激活路径之间链接式的一体化应用模式的研究基础,从根本上解决休眠品牌激活后的可持续研究,开拓了企业品牌管理战略研究的新视角,具有较大的理论和实践意义。更多还原

【Abstract】 Based on market observation and in-depth analysis on reviving methods of dormant brands,the research adopts empirical research methods and cuts into the forefront of international research. Through usage of clue theory of psychology,it explores residual clues of brand equity and extends the theory of evoked set in marketing. It creates scaling of evoked set and integrating mechanism of dormant brands and existing brand,which establishes a connection between derived mechanism of dormant brands and integrated application model. By SEM,it reaches the conclusion that evoked set clues of dormant brands inner structure have a significant influence on consumerbrand relationships rebuilding willing; evoked set clues of dormant brands outer structure has a indirect effect on consumer-brand relationships rebuilding willing through integration of existing brands and dormant brands. Meantime,higher integration of existing brands and dormant brands,consumer-brand relationships rebuilding willing will be higher. Higher company familiarity of dormant brands inner structure,reliving dormant brands will be more difficult. Higher company familiarity and brand loyalty of dormant brands outer structure,reliving dormant brands will be more difficult. It fundamentally solves the sustainability of brand development after activating and creates a new perspective of study on brand management strategy,which has a larger theoretical and practical significance.更多还原