社会网络视角下品牌延伸对母品牌顾客资产驱动要素的影响研究——基于多重因素的调节作用

发布时间：2018-04-19 00:32

本文选题：社会网络 + 品牌延伸　；参考：《中国软科学》2017年11期

【摘要】：从社会网络视角出发,分析品牌延伸对母品牌顾客资产驱动要素的影响机制,以及这一关系过程中感知契合度、感知企业创新性和品牌知识的调节作用,提出相关假设并构建了社会网络视角下品牌延伸对母品牌顾客资产驱动要素影响的理论模型。实证研究结果表明,感知契合度正向影响消费者品牌延伸评估,而消费者品牌延伸评估又对延伸后母品牌顾客资产驱动要素中的市场地位、关系质量、口碑传播、消费示范和品牌资产具有积极的影响。同时,感知契合度和感知企业创新性在消费者品牌延伸评估与母品牌顾客资产驱动要素的关系中起到调节作用,而品牌知识没有显著的调节作用。
[Abstract]:From the perspective of social network, this paper analyzes the influence mechanism of brand extension on the driving factors of parent brand customer asset, as well as the perceived fit degree in the process of this relationship, the perception of enterprise innovation and the regulatory role of brand knowledge.This paper puts forward relevant hypotheses and constructs the theoretical model of the influence of brand extension on the driving factors of the parent brand customer's assets from the perspective of social network.The empirical results show that perceived fit positively affects the evaluation of consumer brand extension, and the consumer brand extension evaluation has a positive impact on the market position, relationship quality, and word of mouth spread among the factors driving the customer asset of the extended stepbrand.Consumer demonstration and brand equity have a positive impact.At the same time, perceived fit degree and perceived enterprise innovation play a regulatory role in the relationship between consumer brand extension evaluation and parent brand customer asset driving factors, but brand knowledge has no significant regulatory role.
【作者单位】：哈尔滨工业大学管理学院;河南农业大学经济与管理学院;
【基金】：国家自然科学基金(71172155;71672048)
【分类号】：F273.2

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