品牌纵向延伸对消费者品牌忠诚影响的实证研究
发布时间：2019-03-06 14:18
【摘要】： 品牌延伸是很多企业实施品牌管理的重要战略,也是品牌资产利用的重要方式。品牌延伸可以为企业带来诸多好处的同时,也给企业带来了潜在的风险。本文以消费者行为学为基础,从消费者角度研究了品牌纵向延伸对消费者品牌忠诚的影响。 本文以以往的研究为理论基础,提出了品牌纵向延伸对品牌忠诚的影响模型,将品牌信任作为品牌忠诚的一个中介变量,即品牌纵向延伸一方面对品牌忠诚有直接影响,另一方面通过品牌信任这个中介变量对品牌忠诚产生影响。在实证分析中,首先利用T检验验证了品牌延伸前后消费者品牌信任和品牌忠诚的变化。然后通过回归分析检验了品牌信任的中介效应。 实证的结果显示,除了向上品牌延伸对声望导向型品牌的忠诚和信任的正面影响大于对功能导向型品牌的忠诚和信任的正面影响不显著外,品牌向上延伸对品牌信任和品牌忠诚有正面影响,并且品牌向下延伸对品牌信任和品牌忠诚有负面影响的假设均得到了验证,并且结果也证实了品牌信任在品牌纵向延伸对消费者品牌忠诚影响中的中介效应。
[Abstract]:Brand extension is an important strategy for many enterprises to implement brand management, and it is also an important way to utilize brand equity. Brand extension can bring many benefits to enterprises, at the same time, it also brings potential risks to enterprises. Based on consumer behavior, this paper studies the influence of brand vertical extension on consumer brand loyalty from the perspective of consumer. Based on the previous research, this paper puts forward the influence model of brand vertical extension on brand loyalty, and regards brand trust as an intermediary variable of brand loyalty, that is, the vertical extension of brand has a direct impact on brand loyalty on the one hand, and the vertical extension of brand has a direct impact on brand loyalty on the one hand. On the other hand, the intermediary variable of brand trust has an impact on brand loyalty. In the empirical analysis, we first use T-test to verify the change of consumer brand trust and brand loyalty before and after brand extension. Then through regression analysis to test the intermediary effect of brand trust. The empirical results show that the positive effect of upward brand extension on reputation-oriented brand loyalty and trust is greater than that on function-oriented brand loyalty and trust, except that the positive impact of upward brand extension on reputation-oriented brand loyalty and trust is not significant. Brand upward extension has a positive impact on brand trust and brand loyalty, and the hypothesis that brand extension downward has a negative impact on brand trust and brand loyalty has been tested. The results also confirm the intermediary effect of brand trust in the influence of brand vertical extension on consumer brand loyalty.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2435602
[Abstract]:Brand extension is an important strategy for many enterprises to implement brand management, and it is also an important way to utilize brand equity. Brand extension can bring many benefits to enterprises, at the same time, it also brings potential risks to enterprises. Based on consumer behavior, this paper studies the influence of brand vertical extension on consumer brand loyalty from the perspective of consumer. Based on the previous research, this paper puts forward the influence model of brand vertical extension on brand loyalty, and regards brand trust as an intermediary variable of brand loyalty, that is, the vertical extension of brand has a direct impact on brand loyalty on the one hand, and the vertical extension of brand has a direct impact on brand loyalty on the one hand. On the other hand, the intermediary variable of brand trust has an impact on brand loyalty. In the empirical analysis, we first use T-test to verify the change of consumer brand trust and brand loyalty before and after brand extension. Then through regression analysis to test the intermediary effect of brand trust. The empirical results show that the positive effect of upward brand extension on reputation-oriented brand loyalty and trust is greater than that on function-oriented brand loyalty and trust, except that the positive impact of upward brand extension on reputation-oriented brand loyalty and trust is not significant. Brand upward extension has a positive impact on brand trust and brand loyalty, and the hypothesis that brand extension downward has a negative impact on brand trust and brand loyalty has been tested. The results also confirm the intermediary effect of brand trust in the influence of brand vertical extension on consumer brand loyalty.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前3条
1 刘宏迪;哈尔滨机场配餐公司非航发展战略研究[D];哈尔滨工程大学;2010年
2 史树娜;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[D];内蒙古大学;2012年
3 王钰淇;不同解释水平下中外品牌延伸产品忠诚度的研究[D];东北师范大学;2012年
，本文编号：2435602
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