基于消费者产品知识特征的品牌延伸评价模型实证分析
发布时间：2018-11-15 20:22
【摘要】： 近年来,随着全球经济一体化和信息化时代的来临,市场竞争已经由纯粹的产品竞争上升到无形的品牌竞争。而随着市场竞争程度的加剧和新产品导入费用的高涨,越来越多的企业相继采用了品牌延伸策略,即将已有的老品牌运用到新产品之上。自从上个世纪80年代以来,品牌延伸逐渐成为理论界和实践界关注的热点。学者们普遍认为,品牌延伸成功与否,很大程度上取决于消费者对品牌延伸的评价。自从1990年Aaker创造性地提出消费者对品牌延伸的评价理论模型以来,中外学者分别从各自所在国的文化和消费背景下对该模型进行了验证和修正,遗憾的是并未取得一致的结论。 本研究是在中国的文化和消费背景下,以快速消费品行业中的食品和日用品品牌及相应的延伸产品为目标研究对象,并以AK的研究模型为基础,引入一个新的自变量(延伸产品价格)和调节变量(消费者的产品知识特征),对模型的自变量、交叉变量和因变量之间的关系进行实证检验。研究通过大范围问卷调查的方式搜集数据,同时运用SPSS软件进行数据统计和分析,最后得出研究结论。 对比AK的研究结论,研究发现延伸产品价格与产品关联性之间的交叉对消费者的品牌延伸评价影响存在较为显著的影响,而延伸产品的制造难度与消费者的品牌延伸评价之间存在负相关的关系。此外,研究还说明了掌握产品知识较多的消费者群体(熟手)与掌握产品知识较少的消费者群体(生手)在进行品牌延伸评价角度上的差异性。最后,本研究从中国消费者心理和行为特征角度对研究结果差异进行了相应阐述,并为企业营销实践提出了若干启示和建议。
[Abstract]:In recent years, with the advent of global economic integration and information age, market competition has risen from pure product competition to intangible brand competition. With the intensification of market competition and the high cost of introducing new products, more and more enterprises have adopted brand extension strategy, that is, existing old brands are applied to new products. Since 1980's, brand extension has gradually become the focus of attention in theory and practice. Scholars generally believe that the success of brand extension depends largely on consumer evaluation of brand extension. Since Aaker creatively proposed the evaluation model of brand extension in 1990, Chinese and foreign scholars have verified and revised the model from the culture and consumption background of their respective countries respectively. Unfortunately, they have not reached a consistent conclusion. Under the background of Chinese culture and consumption, this study is aimed at the food and commodity brands and the corresponding extended products in the fast moving consumer goods industry, and based on the research model of AK. A new independent variable (extended product price) and a regulating variable (consumer's product knowledge characteristics) are introduced to test the relationship among the independent variables, cross-variables and dependent variables of the model. The data are collected by a wide range of questionnaires, and the SPSS software is used to analyze the data. Finally, the conclusion of the study is drawn. Comparing with the conclusion of AK, it is found that the cross between the price of extended product and the relevance of product has a significant impact on the brand extension evaluation of consumers. However, there is a negative correlation between the manufacturing difficulty of extended products and the brand extension evaluation of consumers. In addition, the study also shows the difference of brand extension evaluation between the consumer group with more product knowledge and the consumer group with less product knowledge (new hand). Finally, from the perspective of the psychological and behavioral characteristics of Chinese consumers, this study expounds the differences of the results of the research, and puts forward some enlightenment and suggestions for the marketing practice of enterprises.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F224
本文编号：2334348
[Abstract]:In recent years, with the advent of global economic integration and information age, market competition has risen from pure product competition to intangible brand competition. With the intensification of market competition and the high cost of introducing new products, more and more enterprises have adopted brand extension strategy, that is, existing old brands are applied to new products. Since 1980's, brand extension has gradually become the focus of attention in theory and practice. Scholars generally believe that the success of brand extension depends largely on consumer evaluation of brand extension. Since Aaker creatively proposed the evaluation model of brand extension in 1990, Chinese and foreign scholars have verified and revised the model from the culture and consumption background of their respective countries respectively. Unfortunately, they have not reached a consistent conclusion. Under the background of Chinese culture and consumption, this study is aimed at the food and commodity brands and the corresponding extended products in the fast moving consumer goods industry, and based on the research model of AK. A new independent variable (extended product price) and a regulating variable (consumer's product knowledge characteristics) are introduced to test the relationship among the independent variables, cross-variables and dependent variables of the model. The data are collected by a wide range of questionnaires, and the SPSS software is used to analyze the data. Finally, the conclusion of the study is drawn. Comparing with the conclusion of AK, it is found that the cross between the price of extended product and the relevance of product has a significant impact on the brand extension evaluation of consumers. However, there is a negative correlation between the manufacturing difficulty of extended products and the brand extension evaluation of consumers. In addition, the study also shows the difference of brand extension evaluation between the consumer group with more product knowledge and the consumer group with less product knowledge (new hand). Finally, from the perspective of the psychological and behavioral characteristics of Chinese consumers, this study expounds the differences of the results of the research, and puts forward some enlightenment and suggestions for the marketing practice of enterprises.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F224
【引证文献】
相关硕士学位论文 前1条
1 李俊秀;基于奶制品行业的品牌延伸绩效影响结构模型与实证研究[D];东北大学;2009年
，本文编号：2334348
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