本文選題：品牌延伸　切入點(diǎn)：感知質(zhì)量　出處：《暨南大學(xué)》2009年碩士論文

【摘要】： 近二十年來,與品牌延伸有關(guān)的理論問題已受到國(guó)內(nèi)外學(xué)術(shù)界的高度重視。消費(fèi)者對(duì)品牌延伸的態(tài)度和評(píng)價(jià)(基于消費(fèi)者感知的評(píng)價(jià))成為近年來的研究熱點(diǎn)和前沿課題之一。品牌延伸可以為企業(yè)帶來眾多好處,但也有許多潛在的風(fēng)險(xiǎn)。 本研究首先回顧了消費(fèi)者評(píng)價(jià)延伸產(chǎn)品的過程理論及消費(fèi)者對(duì)品牌延伸評(píng)價(jià)影響因素理論。在此基礎(chǔ)上,本研究發(fā)展了新的品牌延伸評(píng)價(jià)模型,以感知質(zhì)量、關(guān)聯(lián)性、制造難度,消費(fèi)者“使用者效應(yīng)”,作為延伸評(píng)價(jià)的主要因素。 本研究是在中國(guó)的文化和消費(fèi)背景下,選擇聯(lián)想和李寧兩個(gè)耐用消費(fèi)品品牌進(jìn)行研究,選擇知名品牌進(jìn)行研究是因?yàn)槭袌?chǎng)上知名品牌的品牌延伸非常普遍。每個(gè)品牌選擇三種延伸產(chǎn)品(聯(lián)想手機(jī)、聯(lián)想空調(diào)、聯(lián)想電視;李寧礦泉水、李寧手表、李寧雪橇)進(jìn)行研究。并以艾克和凱勒的研究模型為基礎(chǔ),引入個(gè)新的自變量(使用者效應(yīng))。研究通過問卷調(diào)查的方式搜集數(shù)據(jù),同時(shí)運(yùn)用SPSS及AMOS軟件進(jìn)行數(shù)據(jù)統(tǒng)計(jì)和分析。 對(duì)比艾克和凱勒的研究結(jié)論,研究發(fā)現(xiàn)延伸產(chǎn)品的制造難度與消費(fèi)者的品牌延伸評(píng)價(jià)之間存在正相關(guān)的關(guān)系。此外,研究還說明了消費(fèi)者“使用者效應(yīng)”對(duì)品牌延伸評(píng)價(jià)具有正相關(guān)關(guān)系。 最后,是本研究的主要研究結(jié)論:影響消費(fèi)者評(píng)價(jià)品牌延伸的因素主要有四個(gè):品牌聯(lián)想、原品牌的感知質(zhì)量、延伸產(chǎn)品和原品牌產(chǎn)品之間的關(guān)聯(lián)性,使用者效應(yīng);消費(fèi)者使用者效應(yīng)與品牌延伸評(píng)價(jià)正相關(guān)。
[Abstract]:In the past twenty years, the theoretical issues related to brand extension have been highly valued by academic circles at home and abroad.The attitude and evaluation of brand extension (based on consumer perception) has become one of the hot and frontier topics in recent years.Brand extension can bring a lot of benefits to the enterprise, but there are also many potential risks.This study first reviews the process theory of consumer evaluation of extended products and the theory of influencing factors of consumer brand extension evaluation.On this basis, a new brand extension evaluation model is developed, which takes perceived quality, relevance, manufacturing difficulty and consumer "user effect" as the main factors.Under the background of Chinese culture and consumption, this paper chooses Lenovo and Li Ning to study two brands of durable consumer goods, and chooses well-known brands to study because the brand extension of well-known brands in the market is very common.Each brand chooses three kinds of extension products (Lenovo mobile phone, Lenovo air conditioning, Lenovo TV; Li Ning mineral water, Li Ning watch, Li Ning sleigh) to carry on the research.Based on Ike and Keller's research model, a new independent variable (user effect) is introduced.The data were collected by questionnaire and analyzed by SPSS and AMOS software.Compared with the conclusions of Ike and Keller, it is found that there is a positive correlation between the manufacturing difficulty of extended products and the brand extension evaluation of consumers.In addition, the study also shows that consumer "user effect" has a positive correlation with brand extension evaluation.Finally, it is the main research conclusion of this study: there are four main factors that affect the brand extension of consumer evaluation: brand association, perceived quality of the original brand, the relationship between the extended product and the original brand product, the user effect;There is a positive correlation between consumer effect and brand extension evaluation.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 申魁魁;品牌延伸的影響因素體系研究[D];天津大學(xué);2011年

2 宋薇;基于消費(fèi)者評(píng)價(jià)的品牌延伸影響因素研究[D];北京服裝學(xué)院;2012年

3 余敏;消費(fèi)者視角下旅游景區(qū)品牌延伸評(píng)價(jià)研究[D];山東大學(xué);2013年

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本文編號(hào)：1706568