本文關(guān)鍵詞： 品牌延伸 品牌延伸評價 解釋水平 卷入水平 認(rèn)知風(fēng)格　出處：《西北師范大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 作為一種經(jīng)營戰(zhàn)略,品牌延伸在20世紀(jì)初就得到了廣泛運(yùn)用。但是,作為一種規(guī)范化的戰(zhàn)略理論則是在20世紀(jì)80年代以后才引起國際經(jīng)營管理學(xué)界的高度重視,而這一理論傳播到我國則是到了90年代中期。時至今日,有關(guān)品牌延伸戰(zhàn)略的研究在我國還處于初級階段,對其中的有關(guān)概念、實施策略、實施時的注意點(diǎn)等方面在國內(nèi)還不是很明朗,因此,亟待對其進(jìn)行全面系統(tǒng)的研究。目前國外關(guān)于品牌延伸的研究主要集中于品牌延伸的理論構(gòu)建、模型探索以及影響因素分析上。已有關(guān)于品牌延伸的研究比較成熟的理論有分類理論、泛化理論等,比較成熟的模型有情感遷移模型以及聯(lián)想需求模型等。對于影響品牌延伸評價的影響因素,國內(nèi)外的研究者目前也已經(jīng)從延伸產(chǎn)品與母品牌的契合度、感知質(zhì)量、品牌聯(lián)想等方面做了一定研究,但是,對于消費(fèi)者個體因素對品牌延伸評價的影響國內(nèi)外的研究都有待深入,仍需繼續(xù)挖掘,盡管目前的研究者已經(jīng)分析了情緒、個體品牌知識等因素對品牌延伸評價的影響。基于此,本文從影響品牌延伸評價的個體主觀因素入手,通過三個實驗研究了不同卷入水平、解釋水平(CLT)以及不同認(rèn)知風(fēng)格的消費(fèi)者在做品牌延伸評價時的差異,以期為品牌延伸策略的完善以及后續(xù)研究提供一些有效建議,同時挖掘不同消費(fèi)者進(jìn)行品牌延伸評價時的心理模式,最終為商家細(xì)分市場,制定恰當(dāng)品牌延伸模式提供參考,并進(jìn)一步豐富有關(guān)品牌延伸的研究,結(jié)果表明: 第一,在品牌延伸評價中,契合度、品牌類型的主效應(yīng)顯著; 第二,解釋水平、認(rèn)知方式和卷入程度等消費(fèi)者的自身因素對品牌延伸評價有一定影響,主要表現(xiàn)在:相較于低解釋水平的被試,高解釋水平的被試在進(jìn)行品牌延伸評價時更多的賦予品牌類型權(quán)重,而較少的賦予契合度權(quán)重;無論是低卷入程度的被試還是高卷入程度的被試,他們在進(jìn)行品牌延伸評價時都更多的賦予契合度權(quán)重,品牌類型只對高卷入被試的品牌延伸有貢獻(xiàn);相較于場依存組被試,場獨(dú)立組被試在進(jìn)行品牌延伸評價時更多的賦予品牌類型權(quán)重,而場依存組更多的賦予契合度權(quán)重。
[Abstract]:As a kind of management strategy, brand extension was widely used in 20th century. However, as a standardized strategic theory, it was only after 1980s that the international business and management circles attached great importance to it. But this theory spread to our country in the middle of 90s. Up to now, the research on brand extension strategy is still in the initial stage in our country. Therefore, it is urgent to make a comprehensive and systematic study on it. At present, the research on brand extension abroad is mainly focused on the theoretical construction of brand extension. Model exploration and analysis of influencing factors. There are some mature theories about brand extension, such as classification theory, generalization theory, etc. The more mature models include emotional transfer model and associative demand model, etc. For the influencing factors of brand extension evaluation, researchers at home and abroad have also taken into account the degree of conformity and perceived quality of the extended product and the parent brand. Brand association has done some research, but the impact of individual consumer factors on brand extension evaluation needs to be further studied at home and abroad, although the current researchers have already analyzed the emotions. The influence of individual brand knowledge and other factors on brand extension evaluation. Based on this, this paper starts with individual subjective factors that affect brand extension evaluation, and studies different involvement levels through three experiments. Explain the level of CLT) and different cognitive styles of consumers when doing brand extension evaluation, in order to provide some effective suggestions for the improvement of brand extension strategy and follow-up research. At the same time, it excavates the psychological model of brand extension evaluation for different consumers, and finally provides references for merchants to segment the market, formulate appropriate brand extension model, and further enrich the research on brand extension. The results show that:. First, in the evaluation of brand extension, the degree of conformity and the main effect of brand type are significant; Second, the level of interpretation, cognitive style and degree of involvement of consumers have a certain impact on brand extension evaluation, mainly in: compared with the low level of interpretation of the participants, The subjects with high level of explanation gave more weight to brand type and less weight of fit degree when evaluating brand extension; whether low involvement degree or high degree of involvement, the subjects were given more weight of brand type, while those with high degree of involvement were given more weight of brand type, whether low degree of involvement or high degree of involvement. When they evaluate brand extension, they give more weight to fit degree. Brand type only contributes to brand extension of highly involved subjects; compared with field dependent group, brand type only contributes to brand extension. The field independent group gave more weight to the brand type while the field dependent group gave more weight to the degree of fit in the evaluation of brand extension.
【學(xué)位授予單位】：西北師范大學(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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