影响消费者对联合品牌评价因素的研究

发布时间：2018-06-22 08:53

本文选题：联合品牌 + 品牌联盟　；参考：《南京理工大学》2008年硕士论文

【摘要】： 联合品牌策略是近年来品牌管理研究领域的热点问题之一,影响消费者对联合品牌评价的因素是企业进行联合品牌策略时成功的重要关键,这些因素的提取也是学术领域近几年探索性研究的新方向和难点。本论文基于以上观点,对影响消费者对于联合品牌评价的因素进行分析、提取、模型构建与假设检验。本论文在整合了国内外学者在相关领域的研究成果的基础上,将影响消费者对联合品牌的评价的主要影响因素(自变量)总结为合作品牌权益与品牌匹配度两部分。与此同时,本论文首次将产品涉入程度理论引入联合品牌消费者评价的研究中,将其作为调节变量放入理论模型中,以探究不同涉入程度的产品,其联合品牌评价的影响因素会有怎样变化。本论文构成了以自变量-合作品牌权益、品牌匹配度,调节变量-产品涉入程度,因变量-联合品牌评价的理论模型。以理论研究结果为框架,本论文采用实证研究的方法对理论模型进行测量检验,通过定性和定量的调查研究取得了大量数据,经过缜密的数理统计分析,得出以下结论:联合品牌的合作品牌与合作品牌间的匹配度均对联合品牌消费者评价产生正向影响;产品涉入程度会对品牌匹配度与联合品牌消费者评价的关系产生正向的调节作用。
[Abstract]:The joint brand strategy is one of the hot issues in the field of brand management in recent years. The factors that affect the consumers' evaluation of the joint brand are the key to the success of the joint brand strategy. The extraction of these factors is also a new direction and difficulty of exploratory research in academic field in recent years. Based on the above views, this paper analyzes, extracts, models and tests the factors that affect consumers' evaluation of joint brands. On the basis of integrating the research results of domestic and foreign scholars in related fields, this paper summarizes the main influencing factors (independent variables) that affect the consumers' evaluation of joint brands, which are divided into two parts: the equity of cooperative brands and the matching degree of brands. At the same time, this paper introduces the theory of product involvement into the research of joint brand consumer evaluation for the first time, and puts it into the theoretical model as a regulating variable to explore the products with different involvement levels. How will the influencing factors of its joint brand evaluation change? This paper constitutes a theoretical model of independent variable-cooperative brand equity, brand matching, variable-product involvement, dependent variable-joint brand evaluation. Based on the theoretical research results, this paper uses the method of empirical research to measure and test the theoretical model. Through qualitative and quantitative investigation and research, a large number of data are obtained, and after careful mathematical and statistical analysis, The following conclusions are drawn: the matching degree between the cooperative brand and the cooperative brand has a positive impact on the consumer evaluation of the joint brand; The degree of product involvement has a positive effect on the relationship between brand matching degree and joint brand consumer evaluation.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】