消费者卷入水平对品牌延伸评价因素的研究
发布时间：2018-08-20 19:58
【摘要】：21世纪,越来越多的企业使用品牌延伸战略。所谓品牌延伸,是指企业借助于已有的市场知名度和影响力,推出新产品或新服务的一种营销策略。而消费者对于品牌延伸策略的评价决定着该营销是否能够成功。根据AK经典模型,消费者对品牌延伸的评价与母品牌的感知质量、延伸产品契合度等因素有关。本研究在吸收AK基本模型的基础上,结合已有研究和市场情况,引入延伸产品价格因素,并把消费者卷入水平作为调节变量,构建出一个改进的品牌延伸评价模型。以我国消费者为研究对象,选取了南京125大学生作为被试(有效被试120名),采用实验的方式对该模型进行了验证。本研究共有三个实验:实验一采用2 (卷入水平:高Vs.低)X2 (感知质量:高vs.低)的二因素混合设计,检验消费者的卷入水平和对母品牌的感知质量对品牌延伸评价的影响;实验二采用2 (卷入水平:高vs.低)X2 (契合度:高Vs.低)的二因素混合实验设计,检验消费者的卷入水平和延伸产品的契合度对品牌延伸评价的影响;实验三采用2 (卷入水平:高vs.低)×2 (产品价格:高vs.低)的二因素混合实验设计,检验消费者的卷入水平和延伸产品的价格对品牌延伸评价的影响。实验研究结论如下:1.母品牌感知质量显著影响消费者品牌延伸评价,感知质量越高,品牌延伸评价越高。2.延伸产品的契合度显著影响消费者品牌延伸评价,契合度越高,品牌延伸评价越高。3.延伸产品的价格显著影响消费者品牌延伸评价。4.在进行品牌延伸评价时,高卷入水平的消费者更看重母品牌的感知质量因素,低卷入水平的消费者更看重延伸产品的契合度因素和价格因素。5.手机品牌进行品牌延伸时,品牌稀释效应不显著。
[Abstract]:In the 21 st century, more and more enterprises use brand extension strategy. Brand extension refers to a marketing strategy in which enterprises introduce new products or services with the help of existing market popularity and influence. The evaluation of brand extension strategy by consumers determines whether the marketing can be successful or not. According to the classical AK model, the evaluation of brand extension by consumers is related to the perceived quality of the parent brand and the degree of conformity of the extended product. On the basis of absorbing the basic AK model, combining with the existing research and market situation, this study introduces the price factor of the extended product, and takes the level of consumer involvement as the adjusting variable to construct an improved brand extension evaluation model. Taking Chinese consumers as the research object, 125 college students in Nanjing were selected as subjects (120 effective subjects), and the model was verified by experiment. There are three experiments in this study: experiment 1: 2 (involvement level: high VS). Low X 2 (perceived quality: high vs. Low) two-factor mixed design to test the influence of consumer involvement level and perceived quality on brand extension evaluation; experiment 2 (involvement level: high VS). Low X 2 (coincidence: high vs. A two-factor mixed experimental design was designed to test the influence of the level of consumer involvement and the degree of conformity of the extended product on the brand extension evaluation; experiment 3 used 2 (involvement level: high VS). Low) * 2 (price: high vs. A two-factor hybrid experimental design is designed to examine the influence of the level of consumer involvement and the price of the extended product on brand extension evaluation. The experimental results are as follows: 1. The perceived quality of the parent brand significantly affects the consumer brand extension evaluation, and the higher the perceived quality, the higher the brand extension evaluation. The degree of conformity of extended products has a significant impact on consumer brand extension evaluation. The higher the degree of fit, the higher the brand extension evaluation. The price of the extended product has a significant impact on the consumer brand extension evaluation. 4. In the evaluation of brand extension, the consumers with high involvement level pay more attention to the perceived quality factor of the parent brand, while the consumers with low involvement level value the conformity factor and price factor of the extended product more. 5. When the mobile phone brand extends, the dilution effect of the brand is not significant.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2
本文编号：2194818
[Abstract]:In the 21 st century, more and more enterprises use brand extension strategy. Brand extension refers to a marketing strategy in which enterprises introduce new products or services with the help of existing market popularity and influence. The evaluation of brand extension strategy by consumers determines whether the marketing can be successful or not. According to the classical AK model, the evaluation of brand extension by consumers is related to the perceived quality of the parent brand and the degree of conformity of the extended product. On the basis of absorbing the basic AK model, combining with the existing research and market situation, this study introduces the price factor of the extended product, and takes the level of consumer involvement as the adjusting variable to construct an improved brand extension evaluation model. Taking Chinese consumers as the research object, 125 college students in Nanjing were selected as subjects (120 effective subjects), and the model was verified by experiment. There are three experiments in this study: experiment 1: 2 (involvement level: high VS). Low X 2 (perceived quality: high vs. Low) two-factor mixed design to test the influence of consumer involvement level and perceived quality on brand extension evaluation; experiment 2 (involvement level: high VS). Low X 2 (coincidence: high vs. A two-factor mixed experimental design was designed to test the influence of the level of consumer involvement and the degree of conformity of the extended product on the brand extension evaluation; experiment 3 used 2 (involvement level: high VS). Low) * 2 (price: high vs. A two-factor hybrid experimental design is designed to examine the influence of the level of consumer involvement and the price of the extended product on brand extension evaluation. The experimental results are as follows: 1. The perceived quality of the parent brand significantly affects the consumer brand extension evaluation, and the higher the perceived quality, the higher the brand extension evaluation. The degree of conformity of extended products has a significant impact on consumer brand extension evaluation. The higher the degree of fit, the higher the brand extension evaluation. The price of the extended product has a significant impact on the consumer brand extension evaluation. 4. In the evaluation of brand extension, the consumers with high involvement level pay more attention to the perceived quality factor of the parent brand, while the consumers with low involvement level value the conformity factor and price factor of the extended product more. 5. When the mobile phone brand extends, the dilution effect of the brand is not significant.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2
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