本文關(guān)鍵詞： 品牌延伸 消費(fèi)者態(tài)度 品牌聯(lián)想 消費(fèi)者專業(yè)性　出處：《復(fù)旦大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 近二十年來,與品牌延伸有關(guān)的理論問題已受到國內(nèi)外學(xué)術(shù)界的高度重視。消費(fèi)者對品牌延伸的態(tài)度和評價(jià)(基于消費(fèi)者感知的評價(jià))成為近年來的研究熱點(diǎn)和前沿課題之一。該領(lǐng)域較為系統(tǒng)的研究始于1990年AakerKeller發(fā)表在營銷管理雜志(Journal of Marketing)上的“消費(fèi)者對品牌延伸的評價(jià)”一文,該文被奉為品牌延伸研究領(lǐng)域的標(biāo)榜之作,文中首次提出了品牌延伸的消費(fèi)者評價(jià)模型,結(jié)果發(fā)現(xiàn)影響消費(fèi)者評價(jià)品牌延伸的兩個(gè)因素:“關(guān)聯(lián)性”(準(zhǔn)確的說是“關(guān)聯(lián)性”維度下的“轉(zhuǎn)移性”)和“制造難度”,并且發(fā)現(xiàn),在延伸評價(jià)過程中“消費(fèi)者對原品牌的感知質(zhì)量”和“關(guān)聯(lián)性”存在明顯的交互影響。 在AakerKeller的研究基礎(chǔ)上,后續(xù)學(xué)者進(jìn)行了許多文化差異性研究,例如奧克蘭大學(xué)的SundeBrodie在新西蘭進(jìn)行了相同的研究,結(jié)果發(fā)現(xiàn)與AakerKeller研究結(jié)論出現(xiàn)較大的差異,即影響品牌延伸的兩個(gè)因素:“消費(fèi)者對原品牌的感知質(zhì)量”和“關(guān)聯(lián)性”,不包括“制造難度”。北京大學(xué)的符國群教授在國內(nèi)也進(jìn)行過類似的研究,并且通過對數(shù)據(jù)處理方法的改進(jìn),得到了與AakerKeller研究結(jié)論比較一致的結(jié)果。目前的研究基本都是圍繞著AakerKeller模型,有的進(jìn)行了跨文化差異性研究,有的是對研究數(shù)據(jù)處理方法的改進(jìn),還有的僅僅是對已有研究的復(fù)制。 在此研究背景下,本論文吸收了AakerKeller的基本模型,并加入一個(gè)新變量(品牌聯(lián)想)、同時(shí)考慮消費(fèi)者特征(專業(yè)性)的影響,構(gòu)建出一個(gè)改進(jìn)的模型來研究消費(fèi)者對品牌延伸的評價(jià),從而在中國環(huán)境下的跨文化研究,并且探索影響消費(fèi)者評價(jià)品牌延伸的新因素。論文通過問卷調(diào)查和數(shù)據(jù)分析等方法,得出主要結(jié)論:即本研究與SundeBrodie的結(jié)論保持一致,影響消費(fèi)者評價(jià)品牌延伸的因素依次是關(guān)聯(lián)性(互補(bǔ)性和轉(zhuǎn)移性)、原品牌的感知質(zhì)量和品牌聯(lián)想,消費(fèi)者的購買經(jīng)驗(yàn)(專業(yè)性)會影響品牌延伸的效果。 本研究用實(shí)證解釋了消費(fèi)者專業(yè)性和品牌聯(lián)想對消費(fèi)者評價(jià)品牌延伸的影響,同時(shí)也為中國廠商在使用品牌延伸策略時(shí),吸引不同的消費(fèi)者,建立良好的品牌聯(lián)想提出一些建議。
[Abstract]:In the past twenty years, and the relevant theory of brand extension has attracted great attention from the academic circles at home and abroad. Consumers on brand extension attitude and evaluation (evaluation based on consumer perception) has become a research hotspot and frontier topics in recent years. The systematic research began in 1990, published in the Journal of Marketing Management (AakerKeller Journal of Marketing) on the "consumer evaluation of brand extension", this paper is regarded as brand extension research as for the proposed first consumer evaluation model of brand extension, the results showed that the two factors affecting consumer evaluation of brand extension: the "relevance" (accurate to say is the "relevance" dimension of "transfer") and "difficulty", and it is found that in the presence of extension evaluation process "consumers' perceived quality" and "relevance" Obvious interaction.
Based on the research of AakerKeller, the researchers conducted a study of cultural differences, such as SundeBrodie of the Oakland University in New Zealand were the same study, found that the big difference with the AakerKeller results, the impact of brand extension of the two factors: "consumers' perceived quality" and "relevance" no, including "difficulty". Professor Fu Guoqun of the Peking University in China has conducted similar research, and through the improvement of data processing method, a conclusion is obtained with the AakerKeller study a more consistent results. The current research revolves around the AakerKeller model, some researches of cross-cultural differences, some on the improvement of data processing method, there is only on the existing research of replication.
Under this background, the paper has absorbed the basic model of AakerKeller, and adding a new variable (Brand Association), considering the characteristics of consumers (Professional) the influence of constructing an improved model to study the consumer evaluation of brand extension, and cross-cultural research in China environment, and explore a new factor affecting consumer evaluation of brand extension. This paper through the questionnaire survey and data analysis, the main conclusions drawn in this study: SundeBrodie and consistent, affecting consumer evaluation of brand extension factors are related (complementary and metastatic), the original brand perceived quality and brand association and consumers purchase experience (Professional) will affect the effects of brand extension.
This study empirically explains the impact of consumer professional and brand associations on brand extension, and also puts forward some suggestions for Chinese manufacturers to attract different consumers and establish good brand associations when they use brand extension strategies.

【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

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本文編號：1446142