本文選題：聯(lián)合品牌 + 品牌聯(lián)盟��； 參考：《南京理工大學(xué)》2008年碩士論文

【摘要】： 聯(lián)合品牌策略是近年來品牌管理研究領(lǐng)域的熱點問題之一,影響消費者對聯(lián)合品牌評價的因素是企業(yè)進行聯(lián)合品牌策略時成功的重要關(guān)鍵,這些因素的提取也是學(xué)術(shù)領(lǐng)域近幾年探索性研究的新方向和難點。本論文基于以上觀點,對影響消費者對于聯(lián)合品牌評價的因素進行分析、提取、模型構(gòu)建與假設(shè)檢驗。 本論文在整合了國內(nèi)外學(xué)者在相關(guān)領(lǐng)域的研究成果的基礎(chǔ)上,將影響消費者對聯(lián)合品牌的評價的主要影響因素(自變量)總結(jié)為合作品牌權(quán)益與品牌匹配度兩部分。與此同時,本論文首次將產(chǎn)品涉入程度理論引入聯(lián)合品牌消費者評價的研究中,將其作為調(diào)節(jié)變量放入理論模型中,以探究不同涉入程度的產(chǎn)品,其聯(lián)合品牌評價的影響因素會有怎樣變化。本論文構(gòu)成了以自變量-合作品牌權(quán)益、品牌匹配度,調(diào)節(jié)變量-產(chǎn)品涉入程度,因變量-聯(lián)合品牌評價的理論模型。 以理論研究結(jié)果為框架,本論文采用實證研究的方法對理論模型進行測量檢驗,通過定性和定量的調(diào)查研究取得了大量數(shù)據(jù),經(jīng)過縝密的數(shù)理統(tǒng)計分析,得出以下結(jié)論:聯(lián)合品牌的合作品牌與合作品牌間的匹配度均對聯(lián)合品牌消費者評價產(chǎn)生正向影響;產(chǎn)品涉入程度會對品牌匹配度與聯(lián)合品牌消費者評價的關(guān)系產(chǎn)生正向的調(diào)節(jié)作用。
[Abstract]:The joint brand strategy is one of the hot issues in the field of brand management in recent years. The factors that affect the consumers' evaluation of the joint brand are the key to the success of the joint brand strategy. The extraction of these factors is also a new direction and difficulty of exploratory research in academic field in recent years. Based on the above views, this paper analyzes, extracts, models and tests the factors that affect consumers' evaluation of joint brands. On the basis of integrating the research results of domestic and foreign scholars in related fields, this paper summarizes the main influencing factors (independent variables) that affect the consumers' evaluation of joint brands, which are divided into two parts: the equity of cooperative brands and the matching degree of brands. At the same time, this paper introduces the theory of product involvement into the research of joint brand consumer evaluation for the first time, and puts it into the theoretical model as a regulating variable to explore the products with different involvement levels. How will the influencing factors of its joint brand evaluation change? This paper constitutes a theoretical model of independent variable-cooperative brand equity, brand matching, variable-product involvement, dependent variable-joint brand evaluation. Based on the theoretical research results, this paper uses the method of empirical research to measure and test the theoretical model. Through qualitative and quantitative investigation and research, a large number of data are obtained, and after careful mathematical and statistical analysis, The following conclusions are drawn: the matching degree between the cooperative brand and the cooperative brand has a positive impact on the consumer evaluation of the joint brand; The degree of product involvement has a positive effect on the relationship between brand matching degree and joint brand consumer evaluation.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前4條

1 劉靜;香島韓式石烤與美國開心哈利（Happy Harry）聯(lián)合特許經(jīng)營研究[D];中南林業(yè)科技大學(xué);2009年

2 潘磊;品牌聯(lián)合匹配性對聯(lián)合品牌評價影響的研究[D];浙江工業(yè)大學(xué);2012年

3 熊雅琳;基于匹配性層面的跨國品牌聯(lián)合評價影響研究[D];江西財經(jīng)大學(xué);2012年

4 張海容;元素品牌聯(lián)合溢出效應(yīng)的影響因素研究[D];南京師范大學(xué);2012年

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本文編號：2052298