基于顾客价值及社会情境视角的品牌延伸研究

发布时间：2018-05-06 13:38

本文选题：品牌延伸 + 象征价值　；参考：《清华大学》2009年博士论文

【摘要】： 成功的品牌延伸不仅能够帮助企业快速高效占领新市场,还可以令企业的品牌价值得到提升,因而广受市场营销研究者的重视。随着技术进步和社会分工的发展,不同品牌同档次产品间的质量差距已越来越小,象征价值对品牌及品牌延伸的成功越发显得重要。然而,现有品牌延伸研究对象征价值的重视并不足够。同时,象征价值是外在的、他人导向的价值,与社会情境因素息息相关,但现有品牌延伸研究几乎没有涉及社会情境因素。在以上背景下,本文基于顾客价值理论、品牌资产理论、分类理论以及社会心理学中的自我和他人在场的有关理论,在对前人品牌延伸研究成果进行细致回顾的基础上,建立了一个顾客感知价值和社会情境视角下的品牌延伸研究框架,并采用三个实验进行了以下实证研究:实验1研究了母品牌功能、象征价值和合适性对功能性和象征性产品品牌延伸评价的影响,消费场合和自我监控对母品牌价值和合适性的调节作用及这两个调节作用之间的关系;实验2分析了消费场合对合适性的影响;实验3研究了产品类别和消费场合对成功品牌延伸对母品牌提升效应的影响。研究结果显示,首先,母品牌象征价值对品牌延伸评价具有显著影响。其次,对于象征性延伸产品,消费场合对品牌延伸的合适性评价具有显著影响,而且对母品牌象征价值及合适性的影响具有显著的调节作用。消费场合的调节作用具体表现为:与私人场合比较,公开场合下母品牌象征价值在品牌延伸评价中的重要性上升,而合适性对品牌延伸评价的重要性下降。消费场合对母品牌象征价值的调节作用源于消费者自我监控的调节作用,但对合适性的调节作用并非源于消费者自我监控,而可以由“他人在场”理论进行解释。第三,成功延伸到象征性产品对母品牌的提升作用将高于成功延伸到功能性产品的提升作用,如果母品牌的价值较低,在公开场合推广品牌延伸将令消费者对母品牌的评价降低。本研究从象征价值及社会情境的角度拓展了品牌延伸领域的研究视野。
[Abstract]:Successful brand extension can not only help enterprises quickly and efficiently occupy the new market, but also promote the brand value of enterprises, so it has been attached great importance to by marketing researchers. With the development of technology and social division of labor, the quality gap between different brands has become smaller and smaller. Symbolic value is more and more important to the success of brand and brand extension. However, the existing brand extension research on symbolic value is not enough. At the same time, the symbolic value is external, the value of others is closely related to the social situation factors, but the existing brand extension research almost does not involve social situational factors. Under the above background, based on the customer value theory, brand equity theory, classification theory, social psychology of self and other people's presence theory, on the basis of a careful review of the previous research results of brand extension, In this paper, a brand extension research framework from the perspective of customer perceived value and social situation is established, and the following empirical studies are carried out with three experiments: experiment 1 studies the function of the parent brand. The influence of symbolic value and suitability on the brand extension evaluation of functional and symbolic products, the regulatory effect of consumption occasion and self-monitoring on the value and suitability of parent brand and the relationship between these two regulatory roles; Experiment 2 analyzes the influence of consumption situation on suitability, and experiment 3 studies the influence of product category and consumption situation on the effect of successful brand extension on the promotion of parent brand. The results show that, first of all, the symbolic value of the mother brand has a significant impact on brand extension evaluation. Secondly, for symbolic extension products, consumer occasions have a significant impact on the evaluation of brand extension suitability, and the impact on the symbolic value and suitability of the mother brand has a significant regulatory role. Compared with private occasions, the symbolic value of mother brand in public is more important in brand extension evaluation, while the importance of suitability in brand extension evaluation is decreased. The regulatory role of consumer occasions to the symbolic value of the mother brand originates from the regulatory role of consumer self-monitoring, but not from consumer self-monitoring, but can be explained by the theory of "presence of others". Third, successful extension to symbolic products will enhance the parent brand more than the successful extension to functional products, if the value of the parent brand is lower, Promoting brand extension in public will reduce consumers' evaluation of their parent brand. From the perspective of symbolic value and social situation, this study expands the research field of brand extension.
【学位授予单位】：清华大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】