品牌体验对品牌远程延伸评价的影响研究

发布时间：2018-03-25 01:21

本文选题：品牌体验　切入点：品牌感知价值　出处：《天津理工大学》2015年硕士论文

【摘要】：品牌延伸作为企业推出新产品的重要策略之一,品牌延伸策略的正确运用,不但可以降低企业开发新产品的成本,而且对于企业的绩效和竞争力有着明显的提高。近年来,品牌延伸不仅受到越来越多企业的青睐,品牌延伸也逐渐成为学术界研究的重点。因此,为了使企业更好地实施品牌延伸策略,找出对品牌延伸策略有重要影响的因素就至关重要。纵观目前的相关文献,我们发现大多数学者都从品牌延伸契合度、母品牌的质量等因素着手研究,较少有学者涉及到那些与原产品属性有所区别的远程延伸。然而有实例表明,品牌远程延伸也获得了成功,例如三菱从汽车到化工、金融再到普通办公用品的成功跨越,维珍也成功拓展到多个不相干的业务。根据以往大多数的研究来看,消费者对延伸产品的态度能够对品牌延伸的成功与否产生直接的影响。伴随着体验经济的进一步发展,在当前情况下体验营销得到了广大消费者的青睐,因此很多企业受益于这种营销方式,如苹果公司采用的体验营销策略使其获得巨大成功。消费者在持续的品牌体验过程中,所获得的愉悦的感受,可以有效提升其品牌感知价值,进而最终购买该品牌的系列产品,因此探讨消费者在体验了品牌之后是否对品牌留下了深刻的印象及相应的品牌感知价值能否大幅度提高,以及品牌感知价值对品牌远程延伸评价是否有促进作用,对于企业有效开展营销实践活动具有重要价值。因此,本研究也将品牌感知价值考虑为研究的变量之一,并探讨品牌感知价值在品牌体验和品牌远程延伸评价的关系中的作用。本研究选取了苹果品牌的产品进行问卷调查,从品牌体验这条直接路径以及品牌感知价值这条间接路径分别探讨它们对品牌远程延伸的影响,尤其对品牌感知价值的中介效应进行了验证,通过整理和分析回收问卷统计的数据后发现:(1)品牌体验的五个维度中除了思考体验之外,均能够显著影响品牌感知价值,但是影响效果有所不同;(2)品牌感知价值在品牌体验与品牌远程延伸评价中具有部分中介作用;(3)品牌体验的五个维度对品牌远程延伸评价的两个维度的均具有影响,且具有差异性。本文通过定性和定量研究,从建立品牌体验和提升消费者对品牌的感知价值的角度提出了一些品牌管理方面的建议,企业可以通过增强消费者对企业的品牌体验的方式,提高消费者对该品牌的感知价值,从而使得消费者对企业运用品牌延伸策略推出的新产品作出积极的评价,最终赢得消费者对品牌的认可和信赖,使企业在竞争激烈的市场环境中占有一席之地。
[Abstract]:Brand extension is one of the important strategies for enterprises to launch new products. The correct application of brand extension strategy can not only reduce the cost of developing new products, but also improve the performance and competitiveness of enterprises. Brand extension is not only favored by more and more enterprises, but also becomes the focus of academic research. It is very important to find out the factors that have important influence on brand extension strategy. Looking at the relevant literature, we find that most scholars have started to study the factors such as the degree of conformity of brand extension, the quality of the parent brand, and so on. Few scholars are involved in remote extensions that differ from the attributes of the original product. However, examples show that brand extension has also been successful, such as Mitsubishi's successful leapfrogging from cars to chemicals, finance to ordinary office supplies. Virgin has also succeeded in expanding into a number of unrelated businesses. According to most previous studies, consumer attitudes to extended products can have a direct impact on the success of brand extensions, along with the further development of the experience economy. Experience marketing is popular among consumers in the current situation, so many enterprises benefit from this marketing method, such as the experience marketing strategy adopted by Apple, which makes it a great success. The sense of pleasure gained can effectively enhance the perceived value of the brand and ultimately buy the brand's range of products. Therefore, this paper discusses whether the consumer has left a deep impression on the brand after experiencing the brand, whether the corresponding brand perceived value can be greatly improved, and whether the brand perceived value can promote the brand remote extension evaluation. It is of great value for enterprises to carry out marketing practice effectively. Therefore, this study also considers brand perceived value as one of the variables in the study. And explore the role of brand perceived value in the relationship between brand experience and brand remote extension evaluation. From the direct path of brand experience and the indirect path of brand perceived value, this paper discusses their influence on brand remote extension, especially the intermediary effect of brand perceived value. By sorting out and analyzing the statistical data collected from the questionnaire, we find that the five dimensions of the brand experience, except the thinking experience, can significantly affect the perceived value of the brand. However, the effect of brand perception value in brand experience and brand remote extension evaluation has a partial intermediary role. The five dimensions of brand experience have influence on the two dimensions of brand remote extension evaluation. Through qualitative and quantitative research, this paper puts forward some suggestions on brand management from the perspective of establishing brand experience and promoting consumers' perceived value of brand. Enterprises can enhance the perceived value of the brand by enhancing the brand experience of the consumers, so that the consumers can make a positive evaluation of the new products that the enterprises use brand extension strategy to promote. Finally win the consumer's recognition and trust of the brand, so that the enterprise in the competitive market environment has a place.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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