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Title: |
Identification of Key Dimensions of Famous-Brand Community Effects: Based on Cluster Brands |
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Source: |
International Conference on Engineering and Business Management 2012(Part 2 Enterprise Operation and Management（2）)
(pp 922-925)
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Author(s): |
Yajun Sheng, Business Management School of Jilin Finance and Economic University, China, 130117
Lihui Sun, Business Management School of Jilin Finance and Economic University, China, 130117 |
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Abstract: |
Famous-brand community and its effects play important roles during cluster brands formation. This research intends to explore famous-brand community effects from the perspective of influencing cluster brands formation, and then identify dimensions of this concept in order to improve the measurement system. According to literature review and the results of in-depth interviews study, this paper generalizes famous-brand community effects during cluster brand formation as four key dimensions: aggregation effect, diffuseness effect, collaboration effect and competition effects.
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