品牌延伸评价对品牌权益的影响研究

发布时间：2018-05-28 10:28

本文选题：品牌延伸评价 + 品牌权益　；参考：《东北大学》2008年硕士论文

【摘要】：当今社会市场竞争愈演愈烈,新技术的不断涌现以及消费者偏好的不断转移迫使企业持续开发新产品来强化自身的竞争优势。如果使用新品牌推出新产品,那将花费很高的成本,因此越来越多的企业开始选择品牌延伸策略推出新产品,即利用品牌已建立起来的强大号召力推出新的产品,这样能减少新产品上市的成本,降低失败的风险。然而品牌延伸是一把双刃剑,使用得当可以获得消费者好评,推动新产品的发展,增加原品牌权益,使用不得当即得不到消费者的认可,不仅无法成功进入新的目标市场,并且可能导致品牌丧失长期建立的专属形象,损害其品牌的整体权益。可以说,消费者对品牌延伸的评价将直接影响原品牌权益。随着Aaker和Keller在1990年发表了“消费者品牌延伸评价”一文后,国外学者对品牌延伸领域的探讨进入了实证研究的新阶段。而国内的品牌延伸研究仍然停留在定性研究阶段,实证研究相对匮乏,尤其是涉及延伸评价对品牌权益影响的实证研究。本文的主要目的就是通过实证研究分析品牌延伸评价究竟对品牌权益哪些维度造成影响以及这种影响有多大,希望研究结果能更好的揭示出品牌延伸评价对品牌权益作用的内在机理。本文以大学生为研究对象,选择了具有代表性的国外品牌手机和国内品牌手机作研究品牌,同时考虑到延伸策略的多样性,本文选择用延伸契合度来划分延伸策略,分别研究了在两种不同的延伸契合度情况下,延伸评价对品牌权益的影响。研究结论表明,在不同的延伸契合度条件下,延伸评价对品牌权益各个维度的影响程度是不同的,而且国外品牌延伸评价和国内品牌延伸评价对品牌权益各个维度的影响也是不同的。
[Abstract]:Nowadays, market competition is becoming more and more fierce, new technologies are emerging and consumers' preferences are shifting, forcing enterprises to continuously develop new products to strengthen their own competitive advantage. If a new product is introduced with a new brand, it will cost a lot of money, so more and more enterprises are beginning to choose brand extension strategies to launch new products, that is, to use the powerful appeal of the brand to launch new products. This can reduce the cost of new products to market and reduce the risk of failure. However, brand extension is a double-edged sword. If used properly, it can obtain high praise from consumers, promote the development of new products, increase the rights and interests of the original brand, and not only can't get the approval of consumers immediately, but also can not successfully enter the new target market. And it may lead to the loss of the long-established exclusive image of the brand and damage its overall rights and interests. It can be said that consumer brand extension evaluation will directly affect the original brand rights and interests. With the publication of "Consumer Brand extension Evaluation" by Aaker and Keller in 1990, foreign scholars have entered a new stage of empirical research on brand extension. However, the domestic brand extension research is still in the qualitative research stage, and the empirical research is relatively scarce, especially the empirical research involving the impact of extension evaluation on brand equity. The main purpose of this paper is to analyze the impact of brand extension evaluation on brand equity through empirical research. It is hoped that the research results can better reveal the intrinsic mechanism of brand extension evaluation on brand equity. This paper takes college students as the research object, chooses the representative foreign brand mobile phone and the domestic brand mobile phone as the research brand, at the same time, considering the diversity of the extension strategy, this paper chooses to divide the extension strategy with the extension fit degree. The influence of extension evaluation on brand equity is studied under the condition of two different extension fit degree. The research results show that, under the conditions of different extension fit degree, the influence degree of extension evaluation on each dimension of brand equity is different. And the influence of foreign brand extension evaluation and domestic brand extension evaluation on each dimension of brand equity is also different.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】