本文選題：品牌延伸 + 感知質(zhì)量��； 參考：《西南財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】： 隨著社會(huì)的進(jìn)步和技術(shù)的發(fā)展,產(chǎn)品同質(zhì)性越來越高,產(chǎn)品生命周期也日益縮短,市場(chǎng)競(jìng)爭(zhēng)越來越激烈,在這樣的發(fā)展形勢(shì)下,品牌逐漸受到企業(yè)及消費(fèi)者的重視。一個(gè)好的品牌可以俘獲消費(fèi)者的心,讓企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得先機(jī),從而獲取更高的收益。在這樣的背景下,品牌延伸策略應(yīng)運(yùn)而生,近二十年以來,國(guó)內(nèi)外的專家學(xué)者們都紛紛加大了對(duì)與品牌延伸有關(guān)的理論問題的探討和研究。 品牌延伸是企業(yè)尋求增長(zhǎng)和發(fā)展的重要策略,即企業(yè)將某一著名品牌或某一具有影響力的成功品牌使用到與成名產(chǎn)品不同的新產(chǎn)品上,力圖使新產(chǎn)品更快更好地打入市場(chǎng)。采用品牌延伸策略是眾多企業(yè)在推出新產(chǎn)品時(shí)的首選,因?yàn)檫@不僅能節(jié)省大量的資金和時(shí)間成本,也更容易讓消費(fèi)者接受,從而讓新產(chǎn)品快速占領(lǐng)市場(chǎng),大力推動(dòng)整個(gè)企業(yè)的發(fā)展。然而,品牌延伸也伴隨著潛在的風(fēng)險(xiǎn),若使用不當(dāng)則可能釀成惡果,有可能會(huì)阻礙新產(chǎn)品的發(fā)展,甚至?xí)霸a(chǎn)品甚至是影響品牌資產(chǎn)價(jià)值。消費(fèi)者作為企業(yè)營(yíng)銷的對(duì)象,是延伸產(chǎn)品最終的檢驗(yàn)者和評(píng)價(jià)者,他們對(duì)品牌延伸的評(píng)價(jià)會(huì)直接決定延伸產(chǎn)品的命運(yùn),因此品牌延伸成功與否的關(guān)鍵就在于消費(fèi)者是否認(rèn)可延伸產(chǎn)品,是否會(huì)對(duì)品牌延伸做出正面的評(píng)價(jià)。 本論文對(duì)國(guó)內(nèi)外有關(guān)品牌延伸評(píng)價(jià)的研究成果進(jìn)行了綜述,回顧了感知質(zhì)量、品牌延伸關(guān)聯(lián)度、價(jià)格、品牌聯(lián)想、消費(fèi)者涉入度等影響消費(fèi)者品牌延伸評(píng)價(jià)的影響因素,出于理論成熟度和研究意義的角度考慮,也限于自身的研究水平和研究條件,本文僅選取原品牌感知質(zhì)量、品牌延伸關(guān)聯(lián)度及延伸產(chǎn)品價(jià)格作為本研究考察的影響因素,并以Aaker(阿克)和Keller(凱勒)構(gòu)建的權(quán)威品牌延伸評(píng)價(jià)模型為主要參考模型,對(duì)模型的結(jié)構(gòu)作了相關(guān)調(diào)整,去除了異議較大的“延伸產(chǎn)品制造難度”影響因素,納入了新興的且已得到公認(rèn)的“延伸產(chǎn)品價(jià)格”因素,其中延伸關(guān)聯(lián)度分別包含“替代性”“互補(bǔ)性”和“轉(zhuǎn)移性”三大維度。本研究的模型還構(gòu)建了品牌延伸關(guān)聯(lián)度與延伸產(chǎn)品價(jià)格之間的交互關(guān)系,旨在考察延伸產(chǎn)品價(jià)格對(duì)大學(xué)生消費(fèi)者的品牌延伸評(píng)價(jià)的影響是否會(huì)受到品牌延伸關(guān)聯(lián)度的干擾。 本研究的主要目的是考察模型中的三大影響因素是否對(duì)大學(xué)生消費(fèi)者的品牌延伸評(píng)價(jià)有顯著影響,考察關(guān)聯(lián)度的“三大維度”是否顯著影響消費(fèi)者對(duì)延伸關(guān)聯(lián)度的評(píng)價(jià),并驗(yàn)證延伸產(chǎn)品價(jià)格與延伸關(guān)聯(lián)度的交互關(guān)系。研究還嘗試驗(yàn)證產(chǎn)品類型的差異,如非耐用消費(fèi)品和耐用消費(fèi)品是否會(huì)影響大學(xué)生消費(fèi)者對(duì)品牌延伸的評(píng)價(jià)。本研究對(duì)于品牌延伸評(píng)價(jià)的測(cè)量采用“延伸產(chǎn)品感知質(zhì)量”和“購(gòu)買意愿”兩大指標(biāo),由于在測(cè)量延伸產(chǎn)品價(jià)格的影響時(shí)涉及到與延伸關(guān)聯(lián)度的交互關(guān)系問題,除了驗(yàn)證對(duì)總的延伸評(píng)價(jià)的交互作用,對(duì)延伸產(chǎn)品感知質(zhì)量和購(gòu)買意愿兩大指標(biāo)進(jìn)行分開的交互關(guān)系測(cè)量也是必要的。即研究分別設(shè)定延伸產(chǎn)品價(jià)格對(duì)延伸產(chǎn)品感知質(zhì)量以及對(duì)延伸產(chǎn)品購(gòu)買意愿是否分別存在影響的假設(shè),旨在判定,延伸產(chǎn)品價(jià)格是否對(duì)延伸產(chǎn)品的感知質(zhì)量有正向的影響,以及對(duì)延伸產(chǎn)品購(gòu)買意愿是否有負(fù)向的影響;延伸關(guān)聯(lián)度和延伸產(chǎn)品價(jià)格是否對(duì)延伸產(chǎn)品的感知質(zhì)量有交互影響,是否對(duì)延伸產(chǎn)品的購(gòu)買意愿有交互影響。 本研究以大學(xué)生消費(fèi)者為研究對(duì)象,通過前期訪談的形式確定了佳潔士和諾基亞作為研究品牌,分別代表非耐用消費(fèi)品和耐用消費(fèi)品。通過設(shè)計(jì)準(zhǔn)備分卷,確定每個(gè)品牌延伸遠(yuǎn)和近的延伸產(chǎn)品,然后通過2*2的問卷設(shè)計(jì),共計(jì)四個(gè)版本的問卷作為正式調(diào)研工具,其中四個(gè)版本的問卷反映了四個(gè)不同的延伸情境,即“延伸近價(jià)格高”、“延伸近價(jià)格低”、“延伸遠(yuǎn)價(jià)格高”、“延伸遠(yuǎn)價(jià)格低”,以對(duì)不同的品牌延伸關(guān)聯(lián)度和不同的延伸產(chǎn)品價(jià)格所產(chǎn)生的影響進(jìn)行對(duì)比研究。問卷的類型包括現(xiàn)場(chǎng)問卷和網(wǎng)絡(luò)問卷的形式,采用隨機(jī)抽樣的方式在四川的幾大高校收集受訪者樣本,至于網(wǎng)絡(luò)問卷,為了問卷的易收集性,畢業(yè)2年內(nèi)的大學(xué)生也納入了本研究問卷的調(diào)查對(duì)象,這也是考慮到了畢業(yè)2年內(nèi)的大學(xué)生與在校大學(xué)生間還存在比較大同質(zhì)性。問卷的結(jié)構(gòu)主要分為四大部分,第一部分為基本資料統(tǒng)計(jì),第二部分測(cè)量大學(xué)生消費(fèi)者對(duì)原品牌的感知質(zhì)量,第三部分測(cè)量大學(xué)生消費(fèi)者對(duì)延伸產(chǎn)品與原產(chǎn)品的關(guān)聯(lián)性即替代性、互補(bǔ)性和轉(zhuǎn)移性的評(píng)價(jià)。第四部分測(cè)量延伸產(chǎn)品價(jià)格的高低對(duì)大學(xué)生消費(fèi)者的品牌延伸評(píng)價(jià)(延伸產(chǎn)品感知質(zhì)量和購(gòu)買意愿)的影響。研究采用SPSS17.0統(tǒng)計(jì)軟件對(duì)數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析,選擇了因子分析、相關(guān)分析、方差分析、配對(duì)T檢驗(yàn)等統(tǒng)計(jì)檢驗(yàn)方法。 調(diào)研結(jié)果發(fā)現(xiàn),“原產(chǎn)品感知質(zhì)量”、“品牌延伸關(guān)聯(lián)度”、“延伸產(chǎn)品價(jià)格”都對(duì)大學(xué)生的品牌延伸評(píng)價(jià)有顯著影響。原產(chǎn)品的感知質(zhì)量越高,大學(xué)生對(duì)品牌延伸的評(píng)價(jià)越好;品牌延伸的關(guān)聯(lián)度越高,大學(xué)生對(duì)品牌延伸的評(píng)價(jià)越好;延伸產(chǎn)品的價(jià)格越高,大學(xué)生對(duì)延伸產(chǎn)品的感知質(zhì)量越好,但并不是延伸產(chǎn)品價(jià)格越低,大學(xué)生的購(gòu)買意愿越強(qiáng)烈,有關(guān)價(jià)格和購(gòu)買意愿的負(fù)相關(guān)關(guān)系在研究中并沒得到驗(yàn)證。作為關(guān)聯(lián)度三大維度之一的“互補(bǔ)性”也得不到支持,大學(xué)生消費(fèi)者認(rèn)為替代性和技術(shù)轉(zhuǎn)移性最能影響他們對(duì)延伸關(guān)聯(lián)性的判斷,而互補(bǔ)性的影響不大,這也許是與選用的產(chǎn)品有關(guān)。另外,關(guān)聯(lián)度與延伸產(chǎn)品價(jià)格對(duì)品牌延伸評(píng)價(jià)的交互影響也是顯著的,但關(guān)聯(lián)度與價(jià)格對(duì)延伸產(chǎn)品的感知質(zhì)量的交互影響不顯著,對(duì)延伸產(chǎn)品的購(gòu)買意愿卻有顯著的交互影響,即延伸產(chǎn)品價(jià)格在低關(guān)聯(lián)度延伸中對(duì)購(gòu)買意愿有正向作用,而在高關(guān)聯(lián)度延伸中則有負(fù)向作用。 相較于前人對(duì)品牌延伸評(píng)價(jià)的研究,本文還是在研究對(duì)象與方法上實(shí)現(xiàn)了創(chuàng)新。對(duì)于研究對(duì)象的選擇,本文選擇了大學(xué)生,研究的方向和定位更具體更明確。國(guó)內(nèi)的于洪彥教授和銀成鉞博士(2006)繼Bearden(2002)之后,在國(guó)內(nèi)首先把價(jià)格的影響納入了品牌延伸評(píng)價(jià)的研究,本文較之該研究,加入了原品牌感知質(zhì)量的影響因素,并結(jié)合了Aaker Keller對(duì)延伸關(guān)聯(lián)性所定義的三大維度,即替代性、互補(bǔ)性和轉(zhuǎn)移性。在結(jié)合A K,Bearden(2002),于洪彥和銀成鉞(2006)以及其他學(xué)者研究的基礎(chǔ)上,構(gòu)建的新的研究模型拓展了國(guó)內(nèi)相關(guān)研究的空間,豐富了國(guó)內(nèi)有關(guān)品牌延伸的實(shí)證研究,也驗(yàn)證了該模型在中國(guó)的文化背景下對(duì)大學(xué)生群體的適用性。本文另一創(chuàng)新點(diǎn)在于明確品牌類型的選用。品牌延伸研究初期,眾多學(xué)者們包括A K的研究都選擇了快速消費(fèi)品品牌作為研究品牌,隨后雖然逐漸選取耐用消費(fèi)品進(jìn)行研究,但研究品牌都很單一,要么局限在“便利品”品牌,或者全為“選購(gòu)品”品牌,并沒能形成產(chǎn)品類型上的對(duì)比。本文則各選取“便利品”和“選購(gòu)品”共兩類品牌作為研究的對(duì)象品牌,也即選取非耐用消費(fèi)品和耐用消費(fèi)品進(jìn)行研究,讓研究結(jié)果更有可比性。 期望本研究能夠?yàn)閲?guó)內(nèi)品牌延伸的理論發(fā)展盡一份力,也期望能給中國(guó)企業(yè)品牌延伸的市場(chǎng)策略的制定及實(shí)施提供一點(diǎn)借鑒。
[Abstract]:With the progress of the society and the development of technology, the product homogeneity is getting higher and higher, the life cycle of the product is shortened and the market competition is becoming more and more intense. In this situation, the brand is gradually paid attention to by the enterprises and consumers. A good brand can capture the heart of the consumer and make the enterprise get the opportunity in the fierce market competition. In this context, in this context, the brand extension strategy came into being. In the past twenty years, the experts and scholars both at home and abroad have increased the discussion and Research on the theoretical problems related to brand extension.
Brand extension is an important strategy for enterprises to seek growth and development. That is, enterprises use a famous brand or a successful brand with different influence to new products which are different from the famous products, trying to make the new product enter the market faster and better. The adoption of brand extension strategy is the first choice for many enterprises to launch new products, because this is the first choice for the enterprises to introduce new products. It can not only save a lot of money and time costs, but also make it easier for consumers to take the market and promote the development of the whole enterprise. However, the brand extension is also accompanied by potential risks, which may result in a bad result, may hinder the development of new products, even affect the product or even the original product. It is the value of brand equity. As the object of the enterprise marketing, the consumer is the final inspector and evaluator of the product extension. The evaluation of the brand extension will directly determine the fate of the extension of the product. Therefore, the key to the success of the brand extension is whether the consumer recognise the extended product or not, whether it will make a positive effect on the brand extension. Evaluation.
This paper reviews the research achievements on brand extension evaluation at home and abroad, and reviews the influencing factors of perceived quality, brand extension relevance, price, brand association, consumer involvement and other factors affecting consumer brand extension evaluation. This article only selects the original brand perception quality, the brand extension association degree and the extended product price as the influence factor of this study, and uses the authoritative brand extension evaluation model constructed by Aaker (akk) and Keller (Keller) as the main reference model, and adjusts the structure of the model to remove the "extended product" with larger objection. The influencing factors of manufacturing difficulty are included in the emerging and recognized "extended product price" factors, including the three dimensions of "substitution" and "transferability", respectively. The model of this study also constructs the relationship between the brand extension correlation and the extension product price. The impact of extended product prices on the brand extension evaluation of college students will be disturbed by brand extension correlation.
The main purpose of this study is to investigate whether the three major factors in the model have a significant impact on the brand extension evaluation of college students. Whether the "three dimensions" of the correlation degree can significantly affect the consumer's evaluation of the extended association degree, and verify the interaction between the extended product price and extension correlation degree. The differences in product types, such as non durable consumer goods and durable consumer goods, will affect the evaluation of brand extension by college students. This study uses two major indicators, "extended product perceived quality" and "purchase intention" for the measurement of brand extension evaluation, which are involved and extended in the measurement of the impact of the measurement of the price of the extended product. In addition to verifying the interaction of the total extension evaluation, the interaction between the two major indicators of the perceived quality and purchase intention of the extended product is also necessary. The effect of the hypothesis is to determine whether the extended product price has a positive impact on the perceived quality of the extended product, and whether it has a negative impact on the purchase intention of the extended product; whether the extended relevance and the extended product price have an interactive effect on the perceived quality of the extended product, and whether there is an interaction between the purchase intention of the extended product or not. Ringing.
This study takes the college students as the research object. Through the form of earlier interview, Crest and NOKIA are identified as the research brands, representing non durable consumer goods and durable consumer goods respectively. Through the design preparation, the extension of each brand extends far and close to the extension products, and then the total of four versions of the product are designed through the 2*2 questionnaire. As a formal survey tool, four versions of the questionnaire reflect four different extended situations, namely, "extend near price high", "extend near price low", "extend far price high", "extend far price low", in order to compare the impact of different brand extension correlation and different extension product price. The type of questionnaire, including the form of the field questionnaire and the network questionnaire, collected the sample of interviewees in several universities in Sichuan by random sampling. As for the network questionnaire, in order to collect the questionnaire, the students in the 2 years of graduation also included the survey of the questionnaire, which also took into account the college students in the 2 years graduation. There are four major parts in the structure of the college students. The structure of the questionnaire is divided into four parts. The first part is the basic data statistics. The second part measures the perceived quality of the university students' consumers to the original brand. The third part measures the correlation between the extended products and the original products, namely, the substitution, the complementarity and the transfer. The fourth part measures the influence of the price of the extended product on the brand extension evaluation of the university students (extending the perceived quality and purchase intention of the products). The research adopts the statistical software of SPSS17.0 to analyze the data, and selects the statistical test methods, such as factor analysis, correlation analysis, variance analysis, paired T test and so on.
The results show that "the perceived quality of the original product", "brand extension relevance" and "extended product price" have significant influence on the brand extension evaluation of college students. The higher the perceived quality of the original products, the better the evaluation of the brand extension, the higher the degree of association of brand extension, the better the evaluation of the brand extension. The higher the price of the product, the better the college students' perceived quality of the extended products, but not the lower the price of the extended product, the stronger the willingness of the college students to buy, the negative correlation between the price and the purchase intention is not verified. As the one of the three dimensions of the degree of relevance, the "complementarity" is also not supported. They think that substitution and technology transfer can most influence their judgment of extended association, but the influence of complementarity is not significant, which may be related to the selected products. In addition, the interaction between the degree of association and the price of the extended product is also significant to the brand extension evaluation, but the interaction degree and the price's interaction with the perceived quality of the extended product The influence is not significant, but there is a significant interaction effect on the purchase intention of the extended product, that is, the price of the extended product has a positive effect on the purchase intention in the extension of low degree of relevance, but it has a negative effect in the extension of the high degree of relevance.
Compared to the previous research on brand extension evaluation, this paper has realized innovation in the research object and method. For the selection of the research object, this paper chooses college students, the direction and orientation of the research is more specific and clearer. After the Bearden (2002), the domestic in China, the price shadow is first made in China after Bearden (2002). The study of brand extension evaluation has been incorporated into the study. This study has joined the factors affecting the perceived quality of the original brand and combined the three dimensions defined by Aaker Keller for extended relevance, namely, substitution, complementarity and transfer. The basis of the study is based on A K, Bearden (2002), Yu Hongyan and silver (2006) and other scholars. On the other hand, the new research model has expanded the domestic research space, enriches the empirical research on brand extension in China, and verifies the applicability of the model to the college students under Chinese cultural background. The other innovation is to clarify the selection of brand type. Many scholars include A in the early stage of brand extension research. K's research selects the fast consumer goods brand as the research brand, and then although the durable consumer goods are gradually selected for research, the research brand is very single, or limited to the "convenience" brand, or all the "purchase" brand, and does not form the contrast on the product type. A total of two categories of brands are selected as the research object brand, that is, the study of non durable consumer goods and durable consumer goods, so that the research results are more comparable.
It is expected that this study will contribute to the development of the theory of brand extension in China, and it is also expected to provide a reference for the formulation and implementation of the marketing strategy of the brand extension of Chinese enterprises.
【學(xué)位授予單位】：西南財(cái)經(jīng)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

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相關(guān)期刊論文 前4條

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