文化差异背景下品牌延伸效果的研究

发布时间：2018-04-21 03:16

本文选题：品牌延伸 + 跨文化　；参考：《上海外国语大学》2009年硕士论文

【摘要】： 在现今竞争激烈的环境中,企业不断开发新产品以满足消费者需求。而品牌延伸则是企业在推出新产品过程中经常采用的策略,也是利用品牌资产的重要方式。品牌延伸可以为企业带来诸多好处,但也有其潜在风险。因此,在特定情况下,判断一个品牌延伸是否有利,成为了重中之重。上世纪九十年代开始,随着AK模型的提出,品牌延伸效果的评价集中到了消费者对于品牌延伸的评价之上。在此基础上,后续的学者们进行了通用性的检验。其中有的结论存在着不同程度的差异。本研究将首先回顾该领域的研究现状,并在AK模型的基础上,发展了新的品牌延伸评价模型,保留了原品牌感知质量和关联性(包括互补性、替代性和转移性),去除了被多数研究证明显著性较弱的制造难度;为了探索新的影响因素,本文在相关研究的基础上添加了品牌联想和UAI度量值作为延伸评价的新因素。本研究选择六个品牌和十八个延伸产品进行研究,采用问卷调查的形式搜集一手数据,调查对象是来自中国和新加坡的公民。对于收集到的数据,分别采用定性分析和定量分析探索结论。本研究最后得出如下结论:互补性、转移性、品牌联想和不确定性回避指数对延伸评价有直接作用;原品牌的感知质量和替代性对延伸评价有间接作用。最后,对本研究的主要研究结论等进行了总结,包括主要研究结论、启示、研究的不足之处以及对未来研究方向的展望等。
[Abstract]:In today's competitive environment, enterprises continue to develop new products to meet the needs of consumers. Brand extension is often used by enterprises in the process of introducing new products, and it is also an important way to use brand equity. Brand extension can bring many benefits for enterprises, but also has its potential risks. Therefore, under certain circumstances, judging whether a brand extension is beneficial has become the top priority. Since 1990s, with the development of AK model, the evaluation of brand extension has focused on the evaluation of brand extension by consumers. On this basis, the follow-up scholars to test the universality. Some of these conclusions differ in different degrees. Based on the AK model, a new brand extension evaluation model is developed, which preserves the perceived quality and relevance of the original brand (including complementarity). In order to explore new influencing factors, brand association and UAI metric are added as new factors for extended evaluation. In this study, six brands and eighteen extended products were selected to collect primary data by questionnaire. The subjects were citizens from China and Singapore. For the collected data, qualitative analysis and quantitative analysis were used to explore the conclusion. The conclusion of this study is as follows: complementarity, transference, brand association and uncertainty avoidance index have direct effects on the extension evaluation, and the perceived quality and substitution of the original brand have indirect effects on the extension evaluation. Finally, the main conclusions of this study are summarized, including the main research conclusions, inspiration, deficiencies and prospects for future research.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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