内蒙古乳制品企业品牌延伸评价对消费者品牌忠诚度的影响研究

发布时间：2018-09-17 16:52

【摘要】：当今社会,随着市场竞争的激烈,新技术的不断涌现以及消费者需求的不断变化迫使越来越多的企业开始注重品牌建设、加强品牌管理,而品牌延伸又是很多企业实施品牌战略管理的重要策略之一。以往研究品牌延伸和品牌忠诚度的文章有很多,本研究是在前人研究的基础上,将品牌延伸锁定在内蒙古乳制品企业中,对其品牌延伸评价对消费者品牌忠诚度的影响进行了实证分析与研究。本研究以前人的理论为基础,提出了品牌延伸评价在不同延伸契合度下对消费者品牌忠诚度的影响模型,将品牌信任、品牌认知和品牌价值作为影响品牌忠诚度的三个因素,即品牌延伸评价一方面对品牌忠诚度有直接影响,另一方面可以通过品牌信任、品牌认知和品牌价值来间接影响品牌忠诚度。通过SPSS15.0统计分析软件,本研究首先对几个变量之间相互关系的显著性进行了相关关系的验证；其次运用一元线性回归分析解释了变量之间的因果关系是否显著；最后运用差异分析检验了品牌延伸契合度不同的情况下品牌延伸评价对消费者品牌忠诚度是否具有显著差异等。研究结果表明：在不同延伸契合度下,品牌延伸评价对消费者忠诚度及其各个维度的影响程度是不同的,并且是具有显著差异性的。本文的研究意义在于一定程度上丰富了品牌延伸评价的相关研究,同时也为内蒙古乳制品企业的品牌战略管理提供了一些理论指导：作为乳制品企业,即使是生产奶食品也应该有自己的特点和优势产品,通过自身的优势突显自己的品牌定位,根据自身的优势选择适合本企业的延伸策略；其次要努力提高消费者对乳制品企业延伸产品的总体评价,重视产品质量安全问题,保持原有品牌的忠诚度。
[Abstract]:In today's society, with the fierce competition in the market, the continuous emergence of new technologies and the constant changes of consumer demand, more and more enterprises begin to pay attention to brand construction and strengthen brand management. Brand extension is one of the important strategies for many enterprises to implement brand strategy management. There are many articles on brand extension and brand loyalty in the past. The influence of brand extension evaluation on consumer brand loyalty is analyzed and studied. Based on the previous theories of people, this paper puts forward the influence model of brand extension evaluation on consumer brand loyalty under different extension fit degree, and takes brand trust, brand cognition and brand value as the three factors that affect brand loyalty. Brand extension evaluation has direct influence on brand loyalty on the one hand, and can indirectly affect brand loyalty through brand trust, brand cognition and brand value on the other hand. Through SPSS15.0 statistical analysis software, this study firstly verifies the correlation between several variables, and then explains whether the causal relationship between variables is significant by univariate linear regression analysis. Finally, the difference analysis is used to test whether the brand extension evaluation has significant difference to the consumer brand loyalty under the condition of different brand extension fit degree. The results show that the impact of brand extension evaluation on consumer loyalty and its dimensions is different and has significant differences. The research significance of this paper lies in enriching the related research of brand extension evaluation to a certain extent, at the same time, it also provides some theoretical guidance for the brand strategic management of Inner Mongolia dairy enterprises: as dairy enterprises, Even the production of dairy food should also have its own characteristics and advantages of products, through their own advantages to highlight their brand positioning, according to their own advantages to choose the appropriate extension strategy for the enterprise; Secondly, it is necessary to improve the consumers' overall evaluation of the extended products of dairy enterprises, attach importance to the problem of product quality and safety, and maintain the loyalty of the original brands.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F426.82

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