大学生对品牌延伸评价的影响因素研究

发布时间：2018-05-31 17:33

本文选题：品牌延伸 + 感知质量　；参考：《西南财经大学》2009年硕士论文

【摘要】： 随着社会的进步和技术的发展,产品同质性越来越高,产品生命周期也日益缩短,市场竞争越来越激烈,在这样的发展形势下,品牌逐渐受到企业及消费者的重视。一个好的品牌可以俘获消费者的心,让企业在激烈的市场竞争中取得先机,从而获取更高的收益。在这样的背景下,品牌延伸策略应运而生,近二十年以来,国内外的专家学者们都纷纷加大了对与品牌延伸有关的理论问题的探讨和研究。品牌延伸是企业寻求增长和发展的重要策略,即企业将某一著名品牌或某一具有影响力的成功品牌使用到与成名产品不同的新产品上,力图使新产品更快更好地打入市场。采用品牌延伸策略是众多企业在推出新产品时的首选,因为这不仅能节省大量的资金和时间成本,也更容易让消费者接受,从而让新产品快速占领市场,大力推动整个企业的发展。然而,品牌延伸也伴随着潜在的风险,若使用不当则可能酿成恶果,有可能会阻碍新产品的发展,甚至会波及原产品甚至是影响品牌资产价值。消费者作为企业营销的对象,是延伸产品最终的检验者和评价者,他们对品牌延伸的评价会直接决定延伸产品的命运,因此品牌延伸成功与否的关键就在于消费者是否认可延伸产品,是否会对品牌延伸做出正面的评价。本论文对国内外有关品牌延伸评价的研究成果进行了综述,回顾了感知质量、品牌延伸关联度、价格、品牌联想、消费者涉入度等影响消费者品牌延伸评价的影响因素,出于理论成熟度和研究意义的角度考虑,也限于自身的研究水平和研究条件,本文仅选取原品牌感知质量、品牌延伸关联度及延伸产品价格作为本研究考察的影响因素,并以Aaker(阿克)和Keller(凯勒)构建的权威品牌延伸评价模型为主要参考模型,对模型的结构作了相关调整,去除了异议较大的“延伸产品制造难度”影响因素,纳入了新兴的且已得到公认的“延伸产品价格”因素,其中延伸关联度分别包含“替代性”“互补性”和“转移性”三大维度。本研究的模型还构建了品牌延伸关联度与延伸产品价格之间的交互关系,旨在考察延伸产品价格对大学生消费者的品牌延伸评价的影响是否会受到品牌延伸关联度的干扰。本研究的主要目的是考察模型中的三大影响因素是否对大学生消费者的品牌延伸评价有显著影响,考察关联度的“三大维度”是否显著影响消费者对延伸关联度的评价,并验证延伸产品价格与延伸关联度的交互关系。研究还尝试验证产品类型的差异,如非耐用消费品和耐用消费品是否会影响大学生消费者对品牌延伸的评价。本研究对于品牌延伸评价的测量采用“延伸产品感知质量”和“购买意愿”两大指标,由于在测量延伸产品价格的影响时涉及到与延伸关联度的交互关系问题,除了验证对总的延伸评价的交互作用,对延伸产品感知质量和购买意愿两大指标进行分开的交互关系测量也是必要的。即研究分别设定延伸产品价格对延伸产品感知质量以及对延伸产品购买意愿是否分别存在影响的假设,旨在判定,延伸产品价格是否对延伸产品的感知质量有正向的影响,以及对延伸产品购买意愿是否有负向的影响;延伸关联度和延伸产品价格是否对延伸产品的感知质量有交互影响,是否对延伸产品的购买意愿有交互影响。本研究以大学生消费者为研究对象,通过前期访谈的形式确定了佳洁士和诺基亚作为研究品牌,分别代表非耐用消费品和耐用消费品。通过设计准备分卷,确定每个品牌延伸远和近的延伸产品,然后通过2*2的问卷设计,共计四个版本的问卷作为正式调研工具,其中四个版本的问卷反映了四个不同的延伸情境,即“延伸近价格高”、“延伸近价格低”、“延伸远价格高”、“延伸远价格低”,以对不同的品牌延伸关联度和不同的延伸产品价格所产生的影响进行对比研究。问卷的类型包括现场问卷和网络问卷的形式,采用随机抽样的方式在四川的几大高校收集受访者样本,至于网络问卷,为了问卷的易收集性,毕业2年内的大学生也纳入了本研究问卷的调查对象,这也是考虑到了毕业2年内的大学生与在校大学生间还存在比较大同质性。问卷的结构主要分为四大部分,第一部分为基本资料统计,第二部分测量大学生消费者对原品牌的感知质量,第三部分测量大学生消费者对延伸产品与原产品的关联性即替代性、互补性和转移性的评价。第四部分测量延伸产品价格的高低对大学生消费者的品牌延伸评价(延伸产品感知质量和购买意愿)的影响。研究采用SPSS17.0统计软件对数据进行统计分析,选择了因子分析、相关分析、方差分析、配对T检验等统计检验方法。调研结果发现,“原产品感知质量”、“品牌延伸关联度”、“延伸产品价格”都对大学生的品牌延伸评价有显著影响。原产品的感知质量越高,大学生对品牌延伸的评价越好;品牌延伸的关联度越高,大学生对品牌延伸的评价越好;延伸产品的价格越高,大学生对延伸产品的感知质量越好,但并不是延伸产品价格越低,大学生的购买意愿越强烈,有关价格和购买意愿的负相关关系在研究中并没得到验证。作为关联度三大维度之一的“互补性”也得不到支持,大学生消费者认为替代性和技术转移性最能影响他们对延伸关联性的判断,而互补性的影响不大,这也许是与选用的产品有关。另外,关联度与延伸产品价格对品牌延伸评价的交互影响也是显著的,但关联度与价格对延伸产品的感知质量的交互影响不显著,对延伸产品的购买意愿却有显著的交互影响,即延伸产品价格在低关联度延伸中对购买意愿有正向作用,而在高关联度延伸中则有负向作用。相较于前人对品牌延伸评价的研究,本文还是在研究对象与方法上实现了创新。对于研究对象的选择,本文选择了大学生,研究的方向和定位更具体更明确。国内的于洪彦教授和银成钺博士(2006)继Bearden(2002)之后,在国内首先把价格的影响纳入了品牌延伸评价的研究,本文较之该研究,加入了原品牌感知质量的影响因素,并结合了Aaker Keller对延伸关联性所定义的三大维度,即替代性、互补性和转移性。在结合A K,Bearden(2002),于洪彦和银成钺(2006)以及其他学者研究的基础上,构建的新的研究模型拓展了国内相关研究的空间,丰富了国内有关品牌延伸的实证研究,也验证了该模型在中国的文化背景下对大学生群体的适用性。本文另一创新点在于明确品牌类型的选用。品牌延伸研究初期,众多学者们包括A K的研究都选择了快速消费品品牌作为研究品牌,随后虽然逐渐选取耐用消费品进行研究,但研究品牌都很单一,要么局限在“便利品”品牌,或者全为“选购品”品牌,并没能形成产品类型上的对比。本文则各选取“便利品”和“选购品”共两类品牌作为研究的对象品牌,也即选取非耐用消费品和耐用消费品进行研究,让研究结果更有可比性。期望本研究能够为国内品牌延伸的理论发展尽一份力,也期望能给中国企业品牌延伸的市场策略的制定及实施提供一点借鉴。
[Abstract]:With the progress of the society and the development of technology, the product homogeneity is getting higher and higher, the life cycle of the product is shortened and the market competition is becoming more and more intense. In this situation, the brand is gradually paid attention to by the enterprises and consumers. A good brand can capture the heart of the consumer and make the enterprise get the opportunity in the fierce market competition. In this context, in this context, the brand extension strategy came into being. In the past twenty years, the experts and scholars both at home and abroad have increased the discussion and Research on the theoretical problems related to brand extension.
Brand extension is an important strategy for enterprises to seek growth and development. That is, enterprises use a famous brand or a successful brand with different influence to new products which are different from the famous products, trying to make the new product enter the market faster and better. The adoption of brand extension strategy is the first choice for many enterprises to launch new products, because this is the first choice for the enterprises to introduce new products. It can not only save a lot of money and time costs, but also make it easier for consumers to take the market and promote the development of the whole enterprise. However, the brand extension is also accompanied by potential risks, which may result in a bad result, may hinder the development of new products, even affect the product or even the original product. It is the value of brand equity. As the object of the enterprise marketing, the consumer is the final inspector and evaluator of the product extension. The evaluation of the brand extension will directly determine the fate of the extension of the product. Therefore, the key to the success of the brand extension is whether the consumer recognise the extended product or not, whether it will make a positive effect on the brand extension. Evaluation.
This paper reviews the research achievements on brand extension evaluation at home and abroad, and reviews the influencing factors of perceived quality, brand extension relevance, price, brand association, consumer involvement and other factors affecting consumer brand extension evaluation. This article only selects the original brand perception quality, the brand extension association degree and the extended product price as the influence factor of this study, and uses the authoritative brand extension evaluation model constructed by Aaker (akk) and Keller (Keller) as the main reference model, and adjusts the structure of the model to remove the "extended product" with larger objection. The influencing factors of manufacturing difficulty are included in the emerging and recognized "extended product price" factors, including the three dimensions of "substitution" and "transferability", respectively. The model of this study also constructs the relationship between the brand extension correlation and the extension product price. The impact of extended product prices on the brand extension evaluation of college students will be disturbed by brand extension correlation.
The main purpose of this study is to investigate whether the three major factors in the model have a significant impact on the brand extension evaluation of college students. Whether the "three dimensions" of the correlation degree can significantly affect the consumer's evaluation of the extended association degree, and verify the interaction between the extended product price and extension correlation degree. The differences in product types, such as non durable consumer goods and durable consumer goods, will affect the evaluation of brand extension by college students. This study uses two major indicators, "extended product perceived quality" and "purchase intention" for the measurement of brand extension evaluation, which are involved and extended in the measurement of the impact of the measurement of the price of the extended product. In addition to verifying the interaction of the total extension evaluation, the interaction between the two major indicators of the perceived quality and purchase intention of the extended product is also necessary. The effect of the hypothesis is to determine whether the extended product price has a positive impact on the perceived quality of the extended product, and whether it has a negative impact on the purchase intention of the extended product; whether the extended relevance and the extended product price have an interactive effect on the perceived quality of the extended product, and whether there is an interaction between the purchase intention of the extended product or not. Ringing.
This study takes the college students as the research object. Through the form of earlier interview, Crest and NOKIA are identified as the research brands, representing non durable consumer goods and durable consumer goods respectively. Through the design preparation, the extension of each brand extends far and close to the extension products, and then the total of four versions of the product are designed through the 2*2 questionnaire. As a formal survey tool, four versions of the questionnaire reflect four different extended situations, namely, "extend near price high", "extend near price low", "extend far price high", "extend far price low", in order to compare the impact of different brand extension correlation and different extension product price. The type of questionnaire, including the form of the field questionnaire and the network questionnaire, collected the sample of interviewees in several universities in Sichuan by random sampling. As for the network questionnaire, in order to collect the questionnaire, the students in the 2 years of graduation also included the survey of the questionnaire, which also took into account the college students in the 2 years graduation. There are four major parts in the structure of the college students. The structure of the questionnaire is divided into four parts. The first part is the basic data statistics. The second part measures the perceived quality of the university students' consumers to the original brand. The third part measures the correlation between the extended products and the original products, namely, the substitution, the complementarity and the transfer. The fourth part measures the influence of the price of the extended product on the brand extension evaluation of the university students (extending the perceived quality and purchase intention of the products). The research adopts the statistical software of SPSS17.0 to analyze the data, and selects the statistical test methods, such as factor analysis, correlation analysis, variance analysis, paired T test and so on.
The results show that "the perceived quality of the original product", "brand extension relevance" and "extended product price" have significant influence on the brand extension evaluation of college students. The higher the perceived quality of the original products, the better the evaluation of the brand extension, the higher the degree of association of brand extension, the better the evaluation of the brand extension. The higher the price of the product, the better the college students' perceived quality of the extended products, but not the lower the price of the extended product, the stronger the willingness of the college students to buy, the negative correlation between the price and the purchase intention is not verified. As the one of the three dimensions of the degree of relevance, the "complementarity" is also not supported. They think that substitution and technology transfer can most influence their judgment of extended association, but the influence of complementarity is not significant, which may be related to the selected products. In addition, the interaction between the degree of association and the price of the extended product is also significant to the brand extension evaluation, but the interaction degree and the price's interaction with the perceived quality of the extended product The influence is not significant, but there is a significant interaction effect on the purchase intention of the extended product, that is, the price of the extended product has a positive effect on the purchase intention in the extension of low degree of relevance, but it has a negative effect in the extension of the high degree of relevance.
Compared to the previous research on brand extension evaluation, this paper has realized innovation in the research object and method. For the selection of the research object, this paper chooses college students, the direction and orientation of the research is more specific and clearer. After the Bearden (2002), the domestic in China, the price shadow is first made in China after Bearden (2002). The study of brand extension evaluation has been incorporated into the study. This study has joined the factors affecting the perceived quality of the original brand and combined the three dimensions defined by Aaker Keller for extended relevance, namely, substitution, complementarity and transfer. The basis of the study is based on A K, Bearden (2002), Yu Hongyan and silver (2006) and other scholars. On the other hand, the new research model has expanded the domestic research space, enriches the empirical research on brand extension in China, and verifies the applicability of the model to the college students under Chinese cultural background. The other innovation is to clarify the selection of brand type. Many scholars include A in the early stage of brand extension research. K's research selects the fast consumer goods brand as the research brand, and then although the durable consumer goods are gradually selected for research, the research brand is very single, or limited to the "convenience" brand, or all the "purchase" brand, and does not form the contrast on the product type. A total of two categories of brands are selected as the research object brand, that is, the study of non durable consumer goods and durable consumer goods, so that the research results are more comparable.
It is expected that this study will contribute to the development of the theory of brand extension in China, and it is also expected to provide a reference for the formulation and implementation of the marketing strategy of the brand extension of Chinese enterprises.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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