品牌延伸对品牌资产影响的实验研究

发布时间：2018-01-18 10:28

本文关键词：品牌延伸对品牌资产影响的实验研究　出处：《湖南师范大学》2007年硕士论文　论文类型：学位论文

【摘要】： 在竞争激烈、商品同质化的今天，品牌资产对于企业具有重要的意义，它能减少由于市场变化所引起的不稳定感和风险感，增加产品未来的获利能力。品牌延伸是目前企业经常采取的一种品牌营销策略，它已经成为了市场导入新产品的最常用的方法。但是品牌延伸是一把双刃剑，它既有可能强化原品牌的品牌资产，也有可能损害原品牌的品牌资产，理论界和实践界对于品牌延伸对品牌资产影响也尚未得到一个一致的结论。本研究在以前研究的基础上，通过2个实验室实验来探讨品牌延伸对品牌资产的影响，对因变量品牌资产采用认知心理学的方法来测量，并且注重实验情境的生态性，力求能够全面、客观的揭示品牌延伸对品牌资产的影响。实验1采用2×2×2三因素混合实验设计，以品牌强势度、延伸适合性、延伸产品数量为自变量，以品牌资产为因变量(具体测量指标为反应时和正确率)来探讨品牌延伸对品牌资产的影响，结果表明： 1．延伸适合性对品牌资产的影响不显著； 2．延伸产品数量对品牌资产的影响不显著； 3．延伸适合性以及延伸产品数量对品牌资产的影响会受到品牌强势度的调节。实验2引入广告这一现实生活中非常重要的变量，同时考虑到现实情境中竞争品牌数量是影响消费者决策的重要因素，采用2×2两因素完全随机实验设计，，以广告类型和竞争品牌数量为自变量，以品牌资产为因变量(具体测量指标为回忆位置)来探讨品牌延伸对品牌资产的影响。结果表明： 1．广告类型对品牌资产的影响不显著； 2．竞争品牌数量对于品牌资产影响不显著； 3．广告类型和竞争品牌数量对品牌资产的交互作用会受到产品类别的影响。本研究促进了品牌延伸对品牌资产影响的研究，是对国内有关品牌延伸对品牌资产影响研究的有益补充。同时，以中国消费者为对象的实证研究结果对中国企业进行品牌资产的管理更加具有启示意义。
[Abstract]:In today's competitive and commodity homogenization, brand equity is of great significance to enterprises, which can reduce the sense of instability and risk caused by market changes. Brand extension is a kind of brand marketing strategy that enterprises often adopt at present. It has become the most common method to introduce new products into the market. But brand extension is a double-edged sword. It may not only strengthen the brand equity of the original brand, but also damage the brand equity of the original brand. The theoretical and practical circles have not yet reached a consistent conclusion on the influence of brand extension on brand equity. On the basis of previous studies, this study explores the impact of brand extension on brand equity through two laboratory experiments, and uses cognitive psychology to measure dependent variable brand equity. And pays attention to the ecology of the experimental situation and tries to comprehensively and objectively reveal the influence of brand extension on brand equity. Experiment 1 adopts 2 脳 2 脳 2 three factors mixed experiment design, with brand strength, extension suitability, extension product quantity as independent variable. The influence of brand extension on brand equity is discussed by taking brand equity as dependent variable (specific measurement index is reaction time and correct rate). The results show that: 1. The influence of extension suitability on brand equity is not significant; 2. The influence of the quantity of extended products on brand equity is not significant; 3. The influence of extension suitability and the number of extended products on brand equity will be adjusted by brand strength. In experiment 2, advertising is introduced as a very important variable in real life, and considering that the number of competitive brands is an important factor affecting consumer decision-making, a 2 脳 2 randomized design is adopted. The influence of brand extension on brand equity is discussed by taking advertising type and the number of competitive brands as independent variables and brand equity as dependent variables (specific measurement index as recall position). 1. The influence of advertising type on brand equity is not significant; 2.The number of competitive brands has no significant effect on brand equity; 3. The interaction between the type of advertisement and the number of competing brands will be affected by the type of product. This study promotes the research on the influence of brand extension on brand equity, and it is a useful supplement to the domestic research on the influence of brand extension on brand equity. The results of empirical research on Chinese consumers are more instructive for Chinese enterprises to manage brand equity.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F273

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