不确定性规避对品牌命名和品牌延伸评价的影响作用

发布时间：2018-05-16 03:33

本文选题：中文品牌名称 + 命名类型　；参考：《华东师范大学》2009年硕士论文

【摘要】： 随着市场竞争的日益激烈,打造强势品牌是国内外企业的共同愿景,而打造强势品牌需要在品牌创建之初就为品牌的长远发展规划好战略蓝图。品牌命名是创建品牌的首要决策,不同类型的品牌名称会对品牌长期发展的品牌延伸战略产生不同的影响,品牌名称的描述型在短期内会对原品牌产生正面作用,对品牌延伸效果却有着限制作用。目前,已有的对品牌命名和品牌延伸的研究绝大多数都以品牌名称和产品品类相关属性为研究对象,很少考虑文化价值观维度的影响作用。在中国传统文化的影响下,文化价值观对中国消费者行为的影响,更为显著和多样化。与西方文化价值观相比,中国传统文化价值观具有更高的不确定性规避度,中国消费者在购买产品过程中将感知到更高的风险,从而影响到消费者购买时对产品信息的收集和处理过程,因此以中国市场为背景,研究不确定性规避度对品牌命名和品牌延伸效果的影响,是具有实践和理论上的深刻意义的。本文的研究目的就在于以中文为背景,考察不确定性规避程度对不同类型的品牌名称的延伸态度的影响。本文在总结已有研究成果的基础上,首先以中文为背景,对品牌名称按暗示性强度进行划分,利用品牌延伸效果,对品牌名称的暗示性操作有效性进行了验证。此后,运用不确定性规避维度对被试进行高、低不确定性组群划分,分别考查两组被试对不同类型名称的品牌延伸的态度,验证不确定性规避在这一过程中的调节作用。本研究发现,当延伸产品品类与原产品相似时,不确定性规避度不会影响消费者对延伸产品的评价,高、低不确定性规避消费者对延伸产品的态度都会受到一定程度的品牌名称的影响。但是当品牌延伸至与原产品不相似的产品品类中时,不确定性规避的调节作用凸显,低不确定性规避消费者依然受对不同品牌名称产生不同的延伸评价,但对高不确定性规避消费者而言,品牌名称将不再是延伸态度形成的主要影响因素。本文共分五章。第一章为导论部分,介绍了本文研究背景,研究目的和意义等。第二章为文献综述,对本研究所需的理论知识做了回顾与整理。第三章在理论的基础上进行了假设。第四章通过两个预实验和一个正式试验,对假设进行了验证。最后一章对全文的研究结果做了总结与讨论,阐述研究结论的管理意义以及本文的不足和未来研究展望。
[Abstract]:With the increasingly fierce market competition, building strong brand is the common vision of domestic and foreign enterprises, and building strong brand needs to plan the strategic blueprint for the long-term development of brand at the beginning of brand creation. Brand naming is the first decision to create a brand. Different types of brand names will have different effects on the brand extension strategy for the long-term development of the brand, and the descriptive type of brand name will have a positive effect on the original brand in the short term. The effect of brand extension is limited. At present, most of the existing researches on brand name and brand extension take brand name and product category related attributes as research objects, and seldom consider the influence of cultural value dimension. Under the influence of Chinese traditional culture, the influence of cultural values on Chinese consumer behavior is more significant and diverse. Compared with western cultural values, Chinese traditional cultural values have a higher degree of uncertainty avoidance, and Chinese consumers will perceive higher risks in the process of purchasing products. Therefore, it is of great practical and theoretical significance to study the influence of uncertainty avoidance on brand naming and brand extension in the context of Chinese market. The purpose of this paper is to investigate the influence of uncertainty avoidance degree on the extended attitude of different brand names in the context of Chinese. On the basis of summarizing the existing research results, this paper first uses Chinese as the background, divides the brand name according to the implied intensity, and validates the effectiveness of the implied operation of the brand name by using the brand extension effect. After that, the uncertainty avoidance dimension was used to divide the high and low uncertainty groups, respectively, to examine the attitude of the two groups to the brand extension of different types of names, and to verify the regulatory role of uncertainty avoidance in this process. This study found that when the extended product category is similar to the original product, the degree of uncertainty circumvention will not affect the consumers' evaluation of the extended product. The low uncertainty evades the consumer's attitude to the extended product will be influenced by the brand name to some extent. However, when the brand extends to the product category which is not similar to the original product, the adjustment function of uncertainty evading is prominent, and consumers with low uncertainty evading are still subject to different extension evaluation of different brand names. However, brand name will no longer be the main factor influencing the formation of extended attitude for high uncertainty evading consumers. This paper is divided into five chapters. The first chapter is the introduction, which introduces the background, purpose and significance of this paper. The second chapter is literature review, review and arrangement of theoretical knowledge needed in this study. The third chapter hypothesizes on the basis of theory. Chapter 4 verifies the hypothesis by two pre-experiments and one formal test. In the last chapter, the research results are summarized and discussed, and the management significance of the research conclusions, the shortcomings of this paper and the future research prospects are expounded.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【参考文献】