母品牌形象、拟合度对延伸产品态度的影响研究
发布时间：2019-02-14 07:21
【摘要】： 品牌延伸是心理学和管理学重要的研究课题,研究这一课题不仅可以丰富已有的理论体系,而且具有重要的实践意义。心理学研究影响品牌延伸的因素及其心理机制,有助于丰富消费心理学的理论体系,并指导企业品牌延伸战略的实施。国内关于品牌延伸的研究多是理论综述,即使是实证研究,大多在重复国外的研究,或做了少量的单因素、双因素研究,很少做多因素研究。事实上影响品牌延伸的因素多种多样,其中存在着复杂的交互作用,综合探讨各种因素之间的交互作用能使研究更深入一层。 通过实验研究探讨了母品牌形象、拟合度(包括延伸产品与母品牌之间的种类相似性和形象相似性)三个因素对延伸产品态度的影响,得出如下结论: (1)母品牌形象、拟合度(包括延伸产品与母品牌之间的种类相似性、形象相似性)三者之间存在交互作用。 (2)对于国产功能性品牌而言,延伸产品与母品牌之间的种类相似性、形象相似性之间存在交互作用。 (3)对象征性品牌的象征性延伸产品的态度好于对功能性延伸产品的态度,但这只存在于延伸产品与母品牌产品种类相似时。 (4)对国外功能性品牌的象征性延伸产品的态度好于对功能性延伸产品的态度,但这只存在于延伸产品与母品牌产品种类相似时;国产品牌不受种类相似性的影响。 (5)象征性品牌的远延伸能力强。 (6)对于国外功能性品牌,无论延伸产品与母品牌形象是否相似,消费者对远、近延伸的态度评价无差异。对于国产品牌而言,形象相似时,对种类远的延伸产品的态度好于对种类近的延伸产品的态度;形象不相似时,对远、近延伸的态度相同。
[Abstract]:Brand extension is an important research topic in psychology and management, which can not only enrich the existing theoretical system, but also have important practical significance. Psychological research on the factors affecting brand extension and its psychological mechanism is helpful to enrich the theoretical system of consumer psychology and to guide the implementation of brand extension strategy. Domestic research on brand extension is mostly a theoretical review, even empirical research, mostly in the repetition of foreign research, or do a small number of single-factor, dual-factor research, rarely do multi-factor research. In fact, the factors that affect brand extension are various, among which there are complex interactions. Comprehensive discussion of the interaction between various factors can make the study more in-depth. Through the experimental study, the effects of the image of the parent brand, the degree of fit (including the category similarity and image similarity between the extended product and the parent brand) on the attitude of the extended product are discussed. The conclusions are as follows: (1) there is interaction among parent brand image, fit degree (including category similarity between extended product and parent brand, image similarity). (2) for the domestic functional brand, there is interaction between the extended product and the parent brand. (3) the attitude towards symbolic extension product of symbolic brand is better than that of functional extension product, but it only exists when the product type of extension product is similar to that of parent brand product. (4) the attitude towards the symbolic extension products of foreign functional brands is better than the attitude towards the functional extension products, but this only exists when the extension products are similar to the parent brand products, and the domestic brands are not affected by the similarity of the types. (5) the symbolic brand has strong ability to extend far. (6) for foreign functional brands, no matter whether the image of extended product and parent brand is similar or not, there is no difference in the attitude of consumers towards distant and near extension. For domestic brands, when the image is similar, the attitude to the extended product of far away is better than that to the product of the near category; when the image is not similar, the attitude to the extension of the far and near is the same.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2421963
[Abstract]:Brand extension is an important research topic in psychology and management, which can not only enrich the existing theoretical system, but also have important practical significance. Psychological research on the factors affecting brand extension and its psychological mechanism is helpful to enrich the theoretical system of consumer psychology and to guide the implementation of brand extension strategy. Domestic research on brand extension is mostly a theoretical review, even empirical research, mostly in the repetition of foreign research, or do a small number of single-factor, dual-factor research, rarely do multi-factor research. In fact, the factors that affect brand extension are various, among which there are complex interactions. Comprehensive discussion of the interaction between various factors can make the study more in-depth. Through the experimental study, the effects of the image of the parent brand, the degree of fit (including the category similarity and image similarity between the extended product and the parent brand) on the attitude of the extended product are discussed. The conclusions are as follows: (1) there is interaction among parent brand image, fit degree (including category similarity between extended product and parent brand, image similarity). (2) for the domestic functional brand, there is interaction between the extended product and the parent brand. (3) the attitude towards symbolic extension product of symbolic brand is better than that of functional extension product, but it only exists when the product type of extension product is similar to that of parent brand product. (4) the attitude towards the symbolic extension products of foreign functional brands is better than the attitude towards the functional extension products, but this only exists when the extension products are similar to the parent brand products, and the domestic brands are not affected by the similarity of the types. (5) the symbolic brand has strong ability to extend far. (6) for foreign functional brands, no matter whether the image of extended product and parent brand is similar or not, there is no difference in the attitude of consumers towards distant and near extension. For domestic brands, when the image is similar, the attitude to the extended product of far away is better than that to the product of the near category; when the image is not similar, the attitude to the extension of the far and near is the same.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
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