基于Aaker和Keller模型对品牌联合的消费者态度实证研究

发布时间：2018-05-05 17:19

本文选题：AK模型 + 品牌联合　；参考：《重庆大学》2009年硕士论文

【摘要】： 现代营销战略中,品牌以及品牌战略越来越受到企业和学界的重视;特别是全球化浪潮下,出现了越来越多的跨国兼并。其结果则出现了一个公司拥有几个乃至多个知名品牌。将不同的品牌进行联合,是企业经常运用的一种战略;在国内,虽然品牌联合的产品的出现已经不足为奇,但关于该战略的研究却一直停滞不前,其中大部分研究都停留在总结和介绍国外研究的水平上。因此,运用国外学者的研究,并在此基础上进行创新性的研究具有较大的理论和实践意义。针对上述问题,本文挑选了数个手机品牌作为例子,对我国手机市场上同类产品形成品牌联合消费者评价的影响因素进行了实证研究,目的在于进一步检验品牌联合战略中,合伙品牌的预先态度和品牌匹配度对品牌联合产品消费者评价的影响以及AK模型对品牌联合战略研究的实用性。本文通过预调查选取和确定研究对象的品牌和该品牌的消费者态度评价指标,然后结合前人的研究开发出了新的调查问卷,通过小样本探索性分析对指标进行甄别,应用大样本数据对问卷信度进行检验并在此基础上采用方差和回归分析对本文的假设进行检验。通过实证分析研究发现,在同类产品形成的品牌联合中,消费者对合伙品牌的预先感知、合伙品牌对品牌联合的匹配性等都与品牌联合消费者态度评价之间存在着显著的正向影响关系;在几个影响因素中,合伙品牌的预先态度对品牌联合的态度影响最大,而合伙品牌之间的技术融合度对品牌联合的态度影响则表现不明显;而且不同合伙品牌预先态度对品牌联合的态度评价基本是对等的,而且这一点也体现在不同品牌的匹配性对品牌联合态度评价的贡献上;此结果与前人对品牌联合在现实环境下的研究基本一致,但又有了进一步的发展;这亦说明国外理论在国内的适用性和差异性。本研究表明,若要使得消费者对品牌联合形成正面的态度评价,要对合伙品牌进行有针对性的选择,这主要体现在对合伙品牌的预先态度分析和合伙品牌的匹配性的分析上。因此,选择具有较高品牌评价且匹配度高的品牌作为联合的对象,是使品牌联合战略能够顺利成功实施的关键。
[Abstract]:In modern marketing strategy, brand and brand strategy are paid more and more attention by enterprises and scholars, especially under the tide of globalization, more and more transnational mergers appear. As a result, a company has several or even more well-known brands. Uniting different brands is a strategy that companies often use; while it is not surprising that the products of brand alliances have emerged at home, research on the strategy has been stagnant. Most of the studies remain at the level of summing up and introducing foreign research. Therefore, it is of great theoretical and practical significance to use the research of foreign scholars and carry out innovative research on this basis. In view of the above problems, this paper selects several mobile phone brands as examples, and makes an empirical study on the factors influencing the formation of brand joint consumer evaluation of similar products in the mobile phone market in China. The purpose of this study is to further test the joint brand strategy. The influence of pre-attitude and brand matching degree of partnership brand on consumer evaluation of brand joint products and the practicability of AK model on brand alliance strategy research. This paper selects and determines the brand of the research object and the consumer attitude evaluation index of the brand through the pre-survey, then develops a new questionnaire combining with the previous research, and discriminates the index through the small sample exploratory analysis. The reliability of the questionnaire is tested by using large sample data and the hypothesis of this paper is tested by variance and regression analysis. Through the empirical analysis, it is found that in the brand combination of similar products, consumers have a pre-perception of the partnership brand. There is a significant positive relationship between partnership brand matching to brand alliance and brand joint consumer attitude evaluation. Among several factors, partnership brand pre-attitude has the greatest influence on brand alliance attitude. However, the influence of technological integration between partnership brands on the attitude of brand union is not obvious, and the attitude evaluation of different partnership brands towards brand alliance is basically equal. And this is also reflected in the contribution of matching of different brands to the evaluation of brand alliance attitude, which is basically consistent with the previous researches on brand alliance in the real environment, but has further developed. This also shows the applicability and difference of foreign theories in China. This study shows that in order to make consumers form a positive attitude to the brand alliance, we should select the partnership brand, which is mainly reflected in the pre-attitude analysis of the partnership brand and the analysis of the partnership brand matching. Therefore, choosing the brand with high brand evaluation and high matching degree as the object of the alliance is the key to the successful implementation of the brand alliance strategy.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】