品牌联想类型、产品涉入度对不同距离品牌延伸效果的影响研究

发布时间：2018-05-23 07:54

本文选题：品牌联想类型 + 延伸距离　；参考：《湖南师范大学》2010年硕士论文

【摘要】： 目的学术界就品牌延伸效果的影响因素进行了大量的研究,发现品牌延伸的成败最终取决于消费者对其的态度与评价。而在很多情况下,品牌联想对消费者对于延伸产品的评价起到了决定性的作用。本研究的目的是探讨不同类型的品牌联想对不同延伸距离的品牌延伸效果的影响,以及在不同类型的品牌联想对不同延伸距离的品牌延伸效果产生影响时,产品涉入度在其中所起到的作用。方法本研究通过两个多因素混合设计的实验分别探讨了联想类型、延伸距离对品牌延伸效果的影响以及产品涉入度在其中所起到的作用。创新之处是在实验中采用广告图片的方式引发不同类型的品牌联想。结果 (1)品牌联想类型主效应显著(F=3.620,p=0.035),且品牌联想类型与延伸距离的交互作用极显著(F=5.316,p=0.009)。 (2)品牌联想类型主效应显著(F=3.925,p=0.023),延伸距离主效应极显著(F=18.677,p=0.000),产品涉入度主效应极显著(F=11.326,p=0.001)。但联想类型与延伸距离的交互作用极显著(F=13.880,p=0.000),联想类型与涉入度交互作用极显著(F=22.399,p=0.000),延伸距离与涉入度交互作用极显著(F=22.886,p=0.000),且联想类型、延伸距离与涉入度交互作用显著(F=3.158,p=0.048)。结论第一,在进行品牌近延伸时,硬性联想常常会对品牌延伸效果产生负面的影响；在进行品牌远延伸时,软性联想会更有效的提升品牌延伸效果。一般情况下,注重引发消费者的软性联想,会更有利于消费者对延伸产品做出更好的评价。第二,在对低涉入的产品进行品牌延伸时,软性品牌联想会对延伸效果产生更积极的作用；在对高涉入的产品进行品牌延伸时,引发被试的硬性品牌联想可以更有效地提高其对延伸效果的评价。第三,品牌联想类型、延伸距离以及产品涉入度之间存在交互作用,共同对品牌延伸效果发生作用。第四,品牌联想类型、延伸距离、产品涉入度在品牌延伸效果上的最佳组合是：高涉入+近延伸+硬性联想、高涉入+远延伸+硬/软性联想、低涉入+近/远延伸+软性联想。
[Abstract]:Purpose The academic circle has carried on the massive research on the influence factor of the brand extension effect, and found that the success or failure of the brand extension ultimately depends on the consumer's attitude and evaluation to it. In many cases, brand association plays a decisive role in consumer evaluation of extended products. The purpose of this study is to explore the effects of different types of brand associations on the effects of brand extensions with different extension distances, and when different types of brand associations have effects on the effects of brand extensions of different distances. The role of product involvement in it. Method In this study, the effects of association type, extended distance on brand extension and product involvement were discussed by two experiments of mixed design. The innovation is the use of advertising images in the experiment to trigger different types of brand association. Result 1) the main effect of brand association type is significant, and the interaction between brand association type and extended distance is very significant. (2) the main effect of brand association type is significant, the main effect of extended distance is extremely significant, and the main effect of product involvement is extremely significant. However, the interaction between association type and extended distance is extremely significant, the interaction between association type and involvement degree is extremely significant, the interaction between extended distance and involvement degree is extremely significant, and the association type, the interaction between extended distance and involvement degree is significant, and the interaction between extended distance and involvement degree is significant. Conclusion First, in the process of brand extension, hard Lenovo often has a negative impact on the brand extension effect; in the brand extension, soft Lenovo will improve the brand extension effect more effectively. In general, the focus on soft association of consumers will be more conducive to consumers to make a better evaluation of extended products. Second, soft brand association will play a more active role in brand extension of low-involvement products, and brand extension in high-involvement products. The hard brand association can improve the effect of extension more effectively. Thirdly, there is interaction among brand association type, extension distance and product involvement. Fourth, the best combination of brand association type, extended distance and product involvement in brand extension effect is: high involvement near extension hard association, high wading far extension hard / soft association, Low wading into near / far extension soft association.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2

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