续集电影品牌溢出效应的形成机理:从信号理论与品牌延伸理论的视角

发布时间：2018-03-18 11:17

本文选题：品牌溢出效应　切入点：品牌延伸理论　出处：《管理评论》2014年07期 　论文类型：期刊论文

【摘要】：本文以续集电影为研究对象,首次从品牌延伸理论和信号理论两个视角分析品牌溢出效应形成机理。研究结果发现,前作电影的票房和口碑都可以导致电影品牌溢出效应,从而影响续集电影的票房,但是影响方式不同:前作电影的评价会发挥信号作用,影响观众对续集电影质量的判断,从而直接影响续集电影的票房;但是前作电影的票房不会发挥信号作用,前作电影的观影经历会提高观众对电影品牌印象,从而提高观看续集电影的可能,因此前作电影的票房会间接影响续集电影的票房。本文的结果并不仅局限于电影产品,对于任何一种延伸产品,当消费者并不了解产品的真实质量,而需要通过自己以往的经验和产品的质量信号做出购买决策时,本文的研究结果均适用。本文同时从两个视角研究品牌溢出效应的形成机理,为未来学者的相关研究提供了研究思路。
[Abstract]:This paper takes the sequel film as the research object and analyzes the mechanism of the brand spillover effect from the perspective of brand extension theory and signal theory for the first time. The results show that both the box office and the word of mouth of the former film can lead to the film brand spillover effect. Therefore, the box office of the sequel will be affected, but in different ways: the evaluation of the previous film will play a signalling role, which will affect the audience's judgment on the quality of the sequel, thus directly affecting the box office of the sequel; However, the box office of the previous film will not play a signalling role. The previous film viewing experience will enhance the audience's impression of the movie brand and thus enhance the possibility of watching the sequel. So the box office of the previous film indirectly affects the box office of the sequel. The results of this article are not limited to the film product, for any extended product, when the consumer does not understand the true quality of the product, When we need to make purchase decision based on our previous experience and product quality signal, the results of this paper are applicable. This paper also studies the formation mechanism of brand spillover effect from two perspectives. It provides the research ideas for the related research of the future scholars.
【作者单位】：哈尔滨工业大学经济与管理学院;
【基金】：国家自然科学基金项目(71031003)
【分类号】：F273.2

【共引文献】