影响消费者评价品牌延伸的因素研究

发布时间：2018-04-03 19:21

本文选题：品牌延伸　切入点：感知质量　出处：《暨南大学》2009年硕士论文

【摘要】： 近二十年来,与品牌延伸有关的理论问题已受到国内外学术界的高度重视。消费者对品牌延伸的态度和评价(基于消费者感知的评价)成为近年来的研究热点和前沿课题之一。品牌延伸可以为企业带来众多好处,但也有许多潜在的风险。本研究首先回顾了消费者评价延伸产品的过程理论及消费者对品牌延伸评价影响因素理论。在此基础上,本研究发展了新的品牌延伸评价模型,以感知质量、关联性、制造难度,消费者“使用者效应”,作为延伸评价的主要因素。本研究是在中国的文化和消费背景下,选择联想和李宁两个耐用消费品品牌进行研究,选择知名品牌进行研究是因为市场上知名品牌的品牌延伸非常普遍。每个品牌选择三种延伸产品(联想手机、联想空调、联想电视;李宁矿泉水、李宁手表、李宁雪橇)进行研究。并以艾克和凯勒的研究模型为基础,引入个新的自变量(使用者效应)。研究通过问卷调查的方式搜集数据,同时运用SPSS及AMOS软件进行数据统计和分析。对比艾克和凯勒的研究结论,研究发现延伸产品的制造难度与消费者的品牌延伸评价之间存在正相关的关系。此外,研究还说明了消费者“使用者效应”对品牌延伸评价具有正相关关系。最后,是本研究的主要研究结论:影响消费者评价品牌延伸的因素主要有四个:品牌联想、原品牌的感知质量、延伸产品和原品牌产品之间的关联性,使用者效应;消费者使用者效应与品牌延伸评价正相关。
[Abstract]:In the past twenty years, the theoretical issues related to brand extension have been highly valued by academic circles at home and abroad.The attitude and evaluation of brand extension (based on consumer perception) has become one of the hot and frontier topics in recent years.Brand extension can bring a lot of benefits to the enterprise, but there are also many potential risks.This study first reviews the process theory of consumer evaluation of extended products and the theory of influencing factors of consumer brand extension evaluation.On this basis, a new brand extension evaluation model is developed, which takes perceived quality, relevance, manufacturing difficulty and consumer "user effect" as the main factors.Under the background of Chinese culture and consumption, this paper chooses Lenovo and Li Ning to study two brands of durable consumer goods, and chooses well-known brands to study because the brand extension of well-known brands in the market is very common.Each brand chooses three kinds of extension products (Lenovo mobile phone, Lenovo air conditioning, Lenovo TV; Li Ning mineral water, Li Ning watch, Li Ning sleigh) to carry on the research.Based on Ike and Keller's research model, a new independent variable (user effect) is introduced.The data were collected by questionnaire and analyzed by SPSS and AMOS software.Compared with the conclusions of Ike and Keller, it is found that there is a positive correlation between the manufacturing difficulty of extended products and the brand extension evaluation of consumers.In addition, the study also shows that consumer "user effect" has a positive correlation with brand extension evaluation.Finally, it is the main research conclusion of this study: there are four main factors that affect the brand extension of consumer evaluation: brand association, perceived quality of the original brand, the relationship between the extended product and the original brand product, the user effect;There is a positive correlation between consumer effect and brand extension evaluation.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】