不同广告诉求下一致性对品牌延伸淡化效应的影响

发布时间：2018-06-08 08:04

本文选题：广告诉求 + 品牌延伸　；参考：《中国地质大学学报(社会科学版)》2015年02期

【摘要】：为了考察属性一致性对品牌延伸中淡化效应的影响以及广告诉求对淡化效应的调节作用,首先将母品牌按照功能性和象征性划分为综合导向品牌、象征导向品牌、功能导向品牌和低资产品牌四个类别以及高资产品牌和低资产品牌两个级别,每个品牌选择功能性和象征性两类延伸产品,同时为具有不一致属性的延伸产品分别设计了理性诉求和感性诉求两类广告。结果表明,延伸产品与母品牌属性不一致会产生淡化效应,且这种淡化效应是由母品牌的主导属性的淡化引起的;广告可以调节品牌淡化效应,且与母品牌主导属性一致的广告诉求能够更加显著地削弱淡化效应;低资产品牌的广告诉求也需要与品牌资产类别保持一致。
[Abstract]:In order to investigate the influence of attribute consistency on the dilution effect in brand extension and the adjustment effect of advertising appeal on the desalination effect, the mother brand is divided into comprehensive oriented brand and symbol-oriented brand according to function and symbolism. There are four categories of functional brand and low asset brand and two levels of high asset brand and low asset brand. Each brand chooses two kinds of extension products: functional and symbolic. At the same time, two kinds of advertisements are designed for the products with inconsistent attributes: rational appeal and perceptual appeal. The results show that the desalination effect is caused by the dilution of the dominant attribute of the extended product and the parent brand, and the advertisement can adjust the desalination effect of the brand. And the advertising appeal consistent with the dominant attribute of the mother brand can weaken the desalination effect more significantly, and the advertising appeal of the low asset brand also needs to be consistent with the brand asset category.
【作者单位】：天津大学管理与经济学部;
【基金】：国家自然科学基金项目“认知不对称视角的品牌延伸评价模型及其维度识别与强度测量研究”(71072154) 教育部人文社会科学研究青年基金项目“消费者认知特征对品牌延伸淡化效应的影响研究”(12YJC630184)
【分类号】：F273.2

【共引文献】