基于消费者个体差异的品牌延伸评价

发布时间：2018-02-17 05:47

本文关键词： 品牌延伸品牌延伸评价解释水平卷入水平认知风格　出处：《西北师范大学》2009年硕士论文　论文类型：学位论文

【摘要】： 作为一种经营战略,品牌延伸在20世纪初就得到了广泛运用。但是,作为一种规范化的战略理论则是在20世纪80年代以后才引起国际经营管理学界的高度重视,而这一理论传播到我国则是到了90年代中期。时至今日,有关品牌延伸战略的研究在我国还处于初级阶段,对其中的有关概念、实施策略、实施时的注意点等方面在国内还不是很明朗,因此,亟待对其进行全面系统的研究。目前国外关于品牌延伸的研究主要集中于品牌延伸的理论构建、模型探索以及影响因素分析上。已有关于品牌延伸的研究比较成熟的理论有分类理论、泛化理论等,比较成熟的模型有情感迁移模型以及联想需求模型等。对于影响品牌延伸评价的影响因素,国内外的研究者目前也已经从延伸产品与母品牌的契合度、感知质量、品牌联想等方面做了一定研究,但是,对于消费者个体因素对品牌延伸评价的影响国内外的研究都有待深入,仍需继续挖掘,尽管目前的研究者已经分析了情绪、个体品牌知识等因素对品牌延伸评价的影响。基于此,本文从影响品牌延伸评价的个体主观因素入手,通过三个实验研究了不同卷入水平、解释水平(CLT)以及不同认知风格的消费者在做品牌延伸评价时的差异,以期为品牌延伸策略的完善以及后续研究提供一些有效建议,同时挖掘不同消费者进行品牌延伸评价时的心理模式,最终为商家细分市场,制定恰当品牌延伸模式提供参考,并进一步丰富有关品牌延伸的研究,结果表明: 第一,在品牌延伸评价中,契合度、品牌类型的主效应显著; 第二,解释水平、认知方式和卷入程度等消费者的自身因素对品牌延伸评价有一定影响,主要表现在:相较于低解释水平的被试,高解释水平的被试在进行品牌延伸评价时更多的赋予品牌类型权重,而较少的赋予契合度权重;无论是低卷入程度的被试还是高卷入程度的被试,他们在进行品牌延伸评价时都更多的赋予契合度权重,品牌类型只对高卷入被试的品牌延伸有贡献;相较于场依存组被试,场独立组被试在进行品牌延伸评价时更多的赋予品牌类型权重,而场依存组更多的赋予契合度权重。
[Abstract]:As a kind of management strategy, brand extension was widely used in 20th century. However, as a standardized strategic theory, it was only after 1980s that the international business and management circles attached great importance to it. But this theory spread to our country in the middle of 90s. Up to now, the research on brand extension strategy is still in the initial stage in our country. Therefore, it is urgent to make a comprehensive and systematic study on it. At present, the research on brand extension abroad is mainly focused on the theoretical construction of brand extension. Model exploration and analysis of influencing factors. There are some mature theories about brand extension, such as classification theory, generalization theory, etc. The more mature models include emotional transfer model and associative demand model, etc. For the influencing factors of brand extension evaluation, researchers at home and abroad have also taken into account the degree of conformity and perceived quality of the extended product and the parent brand. Brand association has done some research, but the impact of individual consumer factors on brand extension evaluation needs to be further studied at home and abroad, although the current researchers have already analyzed the emotions. The influence of individual brand knowledge and other factors on brand extension evaluation. Based on this, this paper starts with individual subjective factors that affect brand extension evaluation, and studies different involvement levels through three experiments. Explain the level of CLT) and different cognitive styles of consumers when doing brand extension evaluation, in order to provide some effective suggestions for the improvement of brand extension strategy and follow-up research. At the same time, it excavates the psychological model of brand extension evaluation for different consumers, and finally provides references for merchants to segment the market, formulate appropriate brand extension model, and further enrich the research on brand extension. The results show that:. First, in the evaluation of brand extension, the degree of conformity and the main effect of brand type are significant; Second, the level of interpretation, cognitive style and degree of involvement of consumers have a certain impact on brand extension evaluation, mainly in: compared with the low level of interpretation of the participants, The subjects with high level of explanation gave more weight to brand type and less weight of fit degree when evaluating brand extension; whether low involvement degree or high degree of involvement, the subjects were given more weight of brand type, while those with high degree of involvement were given more weight of brand type, whether low degree of involvement or high degree of involvement. When they evaluate brand extension, they give more weight to fit degree. Brand type only contributes to brand extension of highly involved subjects; compared with field dependent group, brand type only contributes to brand extension. The field independent group gave more weight to the brand type while the field dependent group gave more weight to the degree of fit in the evaluation of brand extension.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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