服务品牌延伸的消费者评价研究

发布时间：2018-09-04 12:43

【摘要】： 近二十年来,与品牌延伸有关的理论问题已受到国内外学术界的高度重视。Aaker和Keller在1990年做了关于消费者对品牌延伸的评价的开创性研究,并构造了一个品牌延伸评价模型,通过回归分析来揭示消费者对延伸产品的态度与原产品的质量、延伸产品和原产品的相关性(即转移性、互补性和替代性)和延伸产品制造难度这三个方面的关系。其后很多国家的学者也用同样的模型做了近似的研究,比较有影响的有新西兰的Sunde和Brodie,英国的Bottomley和Doyle,以及我国的符国群教授的研究。但是这些研究同Aaker和Keller的研究一样,研究对象都集中于有形产品的品牌延伸。目前随着经济的迅速发展,服务行业的发展越来越快,很多品牌越来越多地往服务领域延伸。服务产品由于其产品特性与有形产品有很大的不同,因此适用于有形产品的品牌延伸理论不一定完全适用于服务产品品牌延伸,专门针对服务产品的品牌延伸研究已显得非常有必要,而目前学术界专门针对服务品牌延伸的研究却非常的少。本文即在目前品牌延伸研究领域已有的理论成果基础上,结合服务产品的特点,研究服务品牌延伸的消费者评价。本研究以Aaker和Keller的品牌延伸评价基本模型为基础,结合服务产品特性,从企业形象、延伸服务产品与原产品的关联性以及品牌联想三个影响因素来分析服务品牌延伸的消费者评价,并构建出一个服务品牌延伸评价模型,以探索影响服务品牌延伸评价的因素和机理。另外,目前已有很多非服务领域品牌开始延伸到服务领域,对于非服务品牌的服务品牌延伸与服务品牌的服务品牌延伸,消费者的评价可能会存在差异。因此本研究在实验设计时选择了两个服务领域品牌和两个非服务领域品牌,分别对这两种情况进行了比较分析。论文通过实验设计、问卷调查和数据分析等方法,得到如下主要结论: 第一:影响消费者对服务品牌延伸的评价的因素主要有消费者对原企业形象的感知、延伸服务产品和原产品的关联度以及延伸服务产品所激发的联想与原品牌联想的一致性。第二,消费者对服务类品牌和非服务类品牌的服务品牌延伸评价机理存在差异。第三,对于服务类品牌的服务品牌延伸,消费者几乎相同程度的看重企业形象、延伸服务产品和原产品的关联度、品牌联想的一致性这几个因素。其中延伸服务产品和原产品的关联度所涉及的两个因素中,转移性因素的影响作用要大于互补性因素。第四,对于非服务类品牌的服务品牌延伸,各因素对消费者延伸评价的影响作用有很大差异。其中品牌联想的一致性是最重要的影响因素,其次为延伸服务产品与原产品之间的互补性,再次为消费者对原企业形象的感知。期望本研究能为服务品牌延伸的理论发展和企业进行服务品牌延伸的实践策略尽一份力量。
[Abstract]:In the past two decades, the theoretical issues related to brand extension have been highly valued by academic circles both at home and abroad. Aaker and Keller did a pioneering study on the evaluation of brand extension by consumers in 1990, and constructed a brand extension evaluation model. Through regression analysis, the relationship between consumer attitude towards extended product and quality of original product, correlation between extended product and original product (i.e. transfer, complementarity and substitution) and manufacturing difficulty of extended product is revealed. After that, many scholars in many countries have also done similar research with the same model. The influential ones are Sunde and Brodie, in New Zealand, Bottomley and Doyle, in Britain, and Professor Fu Guoqun in our country. But these studies, like Aaker and Keller, focus on the brand extension of tangible products. At present, with the rapid development of economy, the development of service industry is becoming faster and faster, and many brands are increasingly extending into the field of service. Because the product characteristic of service product is very different from that of tangible product, the brand extension theory applicable to tangible product is not necessarily applicable to brand extension of service product. It is necessary to study the brand extension of service products, but the academic research on service brand extension is very few. On the basis of the existing theoretical achievements in the field of brand extension, this paper studies the consumer evaluation of service brand extension based on the characteristics of service products. This study is based on the basic model of brand extension evaluation of Aaker and Keller, combined with the characteristics of service products, from the corporate image, The relationship between service product and original product and brand association are analyzed to analyze the consumer evaluation of service brand extension, and a service brand extension evaluation model is constructed. In order to explore the impact of service brand extension evaluation factors and mechanisms. In addition, there are many non-service domain brands begin to extend to the service field, the service brand extension of the non-service brand and the service brand extension of the service brand, the consumer evaluation may be different. Therefore, two service domain brands and two non-service domain brands were selected in the experimental design, and the two situations were compared and analyzed respectively. Through the methods of experimental design, questionnaire and data analysis, the main conclusions are as follows: first, the factors that affect the consumers' evaluation of service brand extension are mainly consumer perception of the original corporate image. The relationship between the extended service product and the original product, and the consistency between the Lenovo stimulated by the extended service product and the original brand association. Second, there are differences in the evaluation mechanism of service brand extension between service brand and non service brand. Third, for the service brand extension, consumers almost the same degree of emphasis on the corporate image, extending the relationship between service products and original products, the consistency of brand association these factors. Among the two factors involved in the relationship between extended service products and original products, the influence of transfer factors is greater than that of complementary factors. Fourthly, for the service brand extension of non-service brand, the influence of various factors on consumer extension evaluation is very different. The consistency of brand association is the most important influencing factor, the second is the complementarity between the extended service product and the original product, and the second is the consumer's perception of the original enterprise image. It is expected that this study can contribute to the theoretical development of service brand extension and the practical strategy of service brand extension.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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