品牌延伸对品牌信任影响的实证研究

发布时间：2018-05-27 17:22

本文选题：品牌延伸 + 品牌信任　；参考：《西南交通大学》2009年博士论文

【摘要】： 近年,激烈的市场竞争和技术的快速模仿与更新使中国企业意识到靠产品差异性竞争已日益困难。企业必须寻找新的利润增长点和开辟新的出路,其中一条路就是品牌层面的竞争。如何能够占领并扩大市场份额,并且长期的稳固和消费者之间的关系,成为众多企业重点关注的问题。而品牌延伸与品牌信任的战略则提供了实现这一目标的途径。品牌延伸可以利用已建立的品牌快速为新产品占领市场,但也是一把双刃剑;而品牌信任终会影响到消费者对价格的忍受程度,并导致消费者的重复购买。在品牌延伸的过程中消费者对延伸以及母品牌的信任均很关键,而令人意外的是这一领域的研究却还比较少见。因此本研究在这个部分的探讨,希望起到抛砖引玉的作用,引起理论界和实业界对这一领域关注。过去,理论界也通过很多方法来衡量品牌延伸的成功,例如消费者的接受程度,对品牌资产的影响,对品牌个性的影响,对品牌忠诚的影响等,然而还没有研究用品牌信任来衡量延伸的成功。本研究科学、系统地建立了品牌延伸对品牌信任的影响模型,研究了对母品牌的回馈效果,考察了品牌延伸与品牌信任之间存在中间变量和调节变量。研究结论表明： (1)品牌延伸的契合度越高,消费者对延伸品牌会更信任。(2)母品牌质量正向影响消费者对延伸产品的信任。(3)延伸契合度对母品牌质量与延伸品牌信任的关系起调节作用,并且消费者对高契合度高母品牌质量的延伸品牌信任较高。(4)母品牌信任正向影响消费者对延伸产品的信任。(5)延伸契合度对母品牌信任与延伸品牌信任的关系起调节作用,并且消费者对高契合度高母品牌信任的延伸品牌信任较高。(6)契合度越高,消费者对延伸产品的感知风险越低。(7)消费者对延伸的感知风险越高,消费者对延伸产品的品牌信任越低。(8)感知风险是感知契合度与延伸产品的中间变量,部分中介效应显著。(9)涉入度会调节契合度对感知风险的影响,高涉入度高契合度的延伸消费者的感知风险较低。(10)消费者创新对契合度和感知风险起调节作用,消费者创新高契合度高则感知风险更低。(11)母品牌熟悉度对契合度与延伸产品的感知风险的关系会产生调节效应,消费者对高熟悉度高契合度的延伸感知风险较低。(12)契合度的高低对母品牌信任的回馈效果不显著。(13)儿童消费者对契合度的高低的感知不显著,契合度的高低对延伸产品品牌信任的影响不显著。研究结论揭示了品牌延伸的支柱理论例如情感迁移理论、分类理论等在延伸对延伸品牌信任的影响中也可以起到解释作用,契合度是影响延伸品牌信任的关键因素,并发现感知风险是契合度与延伸品牌信任的一个中间变量,产品涉入度、母品牌信任、母品牌质量、母品牌熟悉度、消费者创新对此关系有调节作用。把儿童消费者对品牌信任的感知进行探讨研究,丰富了成人和儿童两种市场细分的研究,对学术界和实业界带来新的思索,从而丰富和完善了品牌延伸与品牌信任两大领域的研究成果。研究者也期待未来有更多的研究深入探讨该领域。
[Abstract]:In recent years , fierce market competition and rapid imitation and renewal of technology have made Chinese enterprises aware that the competition of product differentiation has become increasingly difficult . Enterprises must find new profit growth points and open new outlets , one of which is brand level competition . How to occupy and expand market share , and long - term stability and consumer relations become the focus of many enterprises . And the strategy of brand extension and brand trust provides the way to realize this goal .

Brand extension can take advantage of established brands to quickly become the market for new products , but it is also a double - edged sword ; and brand trust will affect consumers ' tolerance to price and lead to repeated purchases of consumers . In the process of brand extension , consumers ' trust in extension and brand trust is critical , and it is surprising that the research in this area is very rare . Therefore , the research in this part hopes to play a role in throwing bricks and jade , leading to the interest of theory and industry in this field .

In the past , theoretical circles have also adopted many methods to measure the success of brand extension , such as the acceptance degree of consumers , the influence on brand assets , the influence on brand loyalty , and the influence of brand loyalty .

The conclusions of the study indicate that :

( 1 ) The higher the brand ' s extension , the higher the consumer ' s trust in the extended product . ( 4 ) The higher the perceived risk , the lower the perceived risk of consumer to the extended product .

The research conclusion reveals that brand extension pillar theory , such as emotional migration theory , classification theory and so on , can also play an important role in extending brand trust .
【学位授予单位】：西南交通大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】