我国消费者品牌延伸评价研究

发布时间：2018-01-20 00:38

本文关键词： 品牌延伸消费者态度品牌联想消费者专业性　出处：《复旦大学》2009年硕士论文　论文类型：学位论文

【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。该领域较为系统的研究始于1990年AakerKeller发表在营销管理杂志(Journal of Marketing)上的“消费者对品牌延伸的评价”一文,该文被奉为品牌延伸研究领域的标榜之作,文中首次提出了品牌延伸的消费者评价模型,结果发现影响消费者评价品牌延伸的两个因素:“关联性”(准确的说是“关联性”维度下的“转移性”)和“制造难度”,并且发现,在延伸评价过程中“消费者对原品牌的感知质量”和“关联性”存在明显的交互影响。在AakerKeller的研究基础上,后续学者进行了许多文化差异性研究,例如奥克兰大学的SundeBrodie在新西兰进行了相同的研究,结果发现与AakerKeller研究结论出现较大的差异,即影响品牌延伸的两个因素:“消费者对原品牌的感知质量”和“关联性”,不包括“制造难度”。北京大学的符国群教授在国内也进行过类似的研究,并且通过对数据处理方法的改进,得到了与AakerKeller研究结论比较一致的结果。目前的研究基本都是围绕着AakerKeller模型,有的进行了跨文化差异性研究,有的是对研究数据处理方法的改进,还有的仅仅是对已有研究的复制。在此研究背景下,本论文吸收了AakerKeller的基本模型,并加入一个新变量(品牌联想)、同时考虑消费者特征(专业性)的影响,构建出一个改进的模型来研究消费者对品牌延伸的评价,从而在中国环境下的跨文化研究,并且探索影响消费者评价品牌延伸的新因素。论文通过问卷调查和数据分析等方法,得出主要结论:即本研究与SundeBrodie的结论保持一致,影响消费者评价品牌延伸的因素依次是关联性(互补性和转移性)、原品牌的感知质量和品牌联想,消费者的购买经验(专业性)会影响品牌延伸的效果。本研究用实证解释了消费者专业性和品牌联想对消费者评价品牌延伸的影响,同时也为中国厂商在使用品牌延伸策略时,吸引不同的消费者,建立良好的品牌联想提出一些建议。
[Abstract]:In the past twenty years, and the relevant theory of brand extension has attracted great attention from the academic circles at home and abroad. Consumers on brand extension attitude and evaluation (evaluation based on consumer perception) has become a research hotspot and frontier topics in recent years. The systematic research began in 1990, published in the Journal of Marketing Management (AakerKeller Journal of Marketing) on the "consumer evaluation of brand extension", this paper is regarded as brand extension research as for the proposed first consumer evaluation model of brand extension, the results showed that the two factors affecting consumer evaluation of brand extension: the "relevance" (accurate to say is the "relevance" dimension of "transfer") and "difficulty", and it is found that in the presence of extension evaluation process "consumers' perceived quality" and "relevance" Obvious interaction.
Based on the research of AakerKeller, the researchers conducted a study of cultural differences, such as SundeBrodie of the Oakland University in New Zealand were the same study, found that the big difference with the AakerKeller results, the impact of brand extension of the two factors: "consumers' perceived quality" and "relevance" no, including "difficulty". Professor Fu Guoqun of the Peking University in China has conducted similar research, and through the improvement of data processing method, a conclusion is obtained with the AakerKeller study a more consistent results. The current research revolves around the AakerKeller model, some researches of cross-cultural differences, some on the improvement of data processing method, there is only on the existing research of replication.
Under this background, the paper has absorbed the basic model of AakerKeller, and adding a new variable (Brand Association), considering the characteristics of consumers (Professional) the influence of constructing an improved model to study the consumer evaluation of brand extension, and cross-cultural research in China environment, and explore a new factor affecting consumer evaluation of brand extension. This paper through the questionnaire survey and data analysis, the main conclusions drawn in this study: SundeBrodie and consistent, affecting consumer evaluation of brand extension factors are related (complementary and metastatic), the original brand perceived quality and brand association and consumers purchase experience (Professional) will affect the effects of brand extension.
This study empirically explains the impact of consumer professional and brand associations on brand extension, and also puts forward some suggestions for Chinese manufacturers to attract different consumers and establish good brand associations when they use brand extension strategies.

【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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