代言人吸引力、感知匹配性对品牌延伸的影响

发布时间：2018-06-06 09:54

本文选题：代言人吸引力 + 感知匹配性　；参考：《中国流通经济》2013年01期

【摘要】：文章基于双重路径的说服理论,采用2×2×2实验检验不同卷入度下代言人吸引力、感知匹配性对消费者品牌延伸评价过程的影响。研究结果表明,代言人吸引力对消费者品牌延伸评价具有显著的正向影响,且该影响不受卷入度调节;感知匹配性对消费者品牌延伸评价具有显著的正向影响,其影响受卷入度调节,高卷入度下,感知匹配性影响更强;代言人吸引力与感知匹配性之间不存在显著的交互作用。可见,品牌延伸是企业利用已有品牌优势推出新产品的一种重要方式,选择知名度高的代言人是企业提升品牌延伸效果的有效策略;企业通过操控消费者接触延伸产品时的卷入度,可有效提升品牌延伸的接受程度;企业在进行品牌延伸决策时,应充分考虑延伸产品与母品牌的匹配性。
[Abstract]:Based on the theory of dual path persuasion, this paper uses 2 脳 2 脳 2 experiment to test the influence of the attractiveness and perceived matching on the evaluation process of consumer brand extension under different involvement degrees. The results show that the spokesman's attractiveness has a significant positive impact on the evaluation of consumer brand extension, and the influence is not adjusted by the degree of involvement, and perceived matching has a significant positive impact on the evaluation of consumer brand extension. The influence is regulated by the degree of involvement. Under the condition of high involvement, the influence of perceptual matching is stronger, and there is no significant interaction between the attractiveness of spokesman and the perceived matching. It can be seen that brand extension is an important way for enterprises to make use of the advantages of existing brands to launch new products, and the choice of well-known spokesmen is an effective strategy for enterprises to improve the effect of brand extension. Enterprises can effectively enhance the acceptance of brand extension by manipulating the degree of involvement of consumers in contact with extended products, and the matching between extended products and parent brands should be fully considered when enterprises make brand extension decisions.
【作者单位】：浙江理工大学经济管理学院;杭州好望角投资管理有限公司;
【基金】：浙江理工大学科研启动基金(项目编号:1105813-Y)资助
【分类号】：F273.2;F224

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