消费者思维方式差异对品牌延伸评价影响研究

发布时间：2018-05-10 07:28

本文选题：品牌延伸 + 思维方式　；参考：《中北大学》2017年硕士论文

【摘要】：研究基于思维方式差异的视角,探究了不同思维方式的消费者对同一产品品牌延伸评价的影响机制。通过整理品牌延伸和思维方式相关文献,归纳出消费者思维方式、感知契合类型、品牌联想与品牌延伸评价的关系,构建研究模型,提出相应假设。在此基础之上,借鉴前人设计的测量题项,修正整理出适用于本研究的调查问卷,展开大样本调研,运用数理统计软件对回收的数据进行分析,得出相关结论。文章选取的研究对象为:华为、麦当劳、心相印和ZARA等四个国内外不同行业知名品牌,为每个品牌设计的两种虚拟延伸产品均满足模型要求,即品牌概念契合与产品功能契合。研究结论为:第一,消费者思维方式可分为抽象型思维与具象型思维两大类。其中,抽象型思维方式的消费者更关注品牌概念契合的延伸产品,具象型思维方式的消费者更关注产品功能契合的延伸产品。第二,感知契合度被认为是决定品牌延伸成败最关键的因素,本研究发现感知契合度在思维方式对品牌延伸评价的过程中发挥显著中介作用。第三,品牌联想对思维方式的调节作用不尽相同。当母品牌呈现在消费者面前时,抽象型思维方式消费者比具象型思维方式消费者产生更多的原型性品牌联想,原型性品牌联想对抽象型思维方式消费者与其重点关注的品牌概念契合具有显著的正向调节作用;具象型思维方式消费者比抽象型思维方式消费者产生更多的范例性品牌联想,但上述正向调节作用不显著。本研究的主要创新点和学术贡献在于:基于消费思维方式差异的研究视角,将与之相关的重要变量——品牌联想,纳入思维方式差异对品牌延伸评价影响模型中,丰富了品牌延伸相关理论。另外,考虑到感知契合度对品牌延伸评价的影响,探究了不同契合类型在思维方式作用过程中的中介作用,这一结论为感知契合度与延伸产品评价之间的关系提供了新的理论支撑。
[Abstract]:Based on the perspective of different modes of thinking, this paper explores the influence mechanism of consumers with different modes of thinking on the brand extension evaluation of the same product. By sorting out the related documents of brand extension and thinking mode, this paper concludes the relationship between consumer thinking mode, perception fit type, brand association and brand extension evaluation, constructs the research model and puts forward the corresponding hypothesis. On this basis, drawing lessons from the measurement items designed by predecessors, the questionnaire suitable for this study is revised and sorted out, a large sample investigation is carried out, and the recovered data are analyzed by mathematical statistics software, and the relevant conclusions are drawn. The research object of this paper is Huawei, McDonald's, Xinxangyin and ZARA. The two virtual extension products designed for each brand meet the requirements of the model, that is, the concept of brand fits with the function of the product. The conclusions are as follows: first, consumer thinking can be divided into abstract thinking and concrete thinking. Among them, the consumers of abstract mode of thinking pay more attention to the extension product of brand concept fit, and consumers of concrete mode of thinking pay more attention to the extension product of product function fit. Second, perceived fit is considered to be the most important factor to determine the success or failure of brand extension. This study found that perceived fit plays a significant intermediary role in the process of brand extension evaluation. Third, brand association has different regulatory effects on the way of thinking. When the parent brand appears in front of the consumer, the abstract mode of thinking consumers have more prototype brand association than the concrete mode of thinking consumers. The archetypal brand association has a significant positive effect on the consonance of the abstract mode of thinking consumers with their focus on brand concept, while the concrete mode of thinking consumers produce more typical brand associations than the abstract mode of thinking consumers. However, the above positive regulatory effect is not significant. The main innovation and academic contribution of this study are as follows: based on the research perspective of the difference of consumption mode of thinking, brand association, which is an important variable related to it, is included in the model of the influence of the difference of mode of thinking on the evaluation of brand extension. Enriched the brand extension related theory. In addition, considering the impact of perceived fit on brand extension evaluation, this paper explores the intermediary role of different fit types in the process of thinking mode. This conclusion provides a new theoretical support for the relationship between perceived compatibility and extended product evaluation.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F713.55

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