基于消费者卷入度的品牌延伸研究——以我国老字号品牌为例

发布时间：2018-02-02 20:52

  本文关键词： 消费者卷入度 老字号品牌 品牌延伸态度　出处：《山东社会科学》2017年06期 　论文类型：期刊论文

【摘要】：我国老字号品牌是曾经获得消费者广泛认同的优秀品牌,是民族商业凝结的精华。本研究是关于消费者卷入度水平对老字号品牌延伸态度影响研究的一次科学化尝试,研究以“全聚德”和“便宜坊”为母品牌,以月饼、茶叶、汉堡和咖啡为延伸产品进行品牌延伸研究。通过大样本调研探索消费者卷入度对老字号品牌延伸态度的影响。研究表明,消费者卷入度正向调节感知契合度与品牌延伸态度的关系。实践中,由于感知契合度正向影响老字号品牌延伸态度,因此品牌延伸时要充分考虑延伸产品与老字号品牌之间的感知契合度,尽量推出高契合度的延伸产品,使消费者产生积极的品牌延伸态度,从而能够更好地接受延伸产品。同时在市场营销活动中,可以通过营销手段操控消费者卷入度水平,使消费者做出对品牌有利的评价。
[Abstract]:China's old brand is once widely recognized by consumers as an excellent brand. This study is a scientific attempt to study the influence of the level of consumer involvement on the extended attitude of the old brand. The research takes "Quanjude" and "cheap Square" as the parent brand. Brand extension research was carried out with moon cake, tea, hamburger and coffee as extension products. The influence of consumer involvement on brand extension attitude of old brands was explored through large sample investigation. Consumer involvement positively regulates the relationship between perceived fit and brand extension attitude. Therefore, when brand extension, we should fully consider the perceived compatibility between the extended product and the old brand, as far as possible to launch a high degree of fit extension products, so that consumers have a positive brand extension attitude. At the same time, in the marketing activities, we can control the level of consumer involvement through marketing means, so that consumers can make a favorable evaluation to the brand.
【正文快照】： 2017 年第 6 期 山 东 社 会 科 学 No．6 总第 262 期 SHANDONG SOCIAL SCIENCES General No．262 · 经济与管理研究 · 收稿日期: 2016－11－09 作者简介: 许衍凤，女，，复旦大学博士后，山东工商学院人文与传播学院副教授 。 范秀成，男，复旦大

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