消費者卷入水平對品牌延伸評價因素的研究
發(fā)布時間：2018-08-20 19:58
【摘要】：21世紀(jì),越來越多的企業(yè)使用品牌延伸戰(zhàn)略。所謂品牌延伸,是指企業(yè)借助于已有的市場知名度和影響力,推出新產(chǎn)品或新服務(wù)的一種營銷策略。而消費者對于品牌延伸策略的評價決定著該營銷是否能夠成功。根據(jù)AK經(jīng)典模型,消費者對品牌延伸的評價與母品牌的感知質(zhì)量、延伸產(chǎn)品契合度等因素有關(guān)。本研究在吸收AK基本模型的基礎(chǔ)上,結(jié)合已有研究和市場情況,引入延伸產(chǎn)品價格因素,并把消費者卷入水平作為調(diào)節(jié)變量,構(gòu)建出一個改進的品牌延伸評價模型。以我國消費者為研究對象,選取了南京125大學(xué)生作為被試(有效被試120名),采用實驗的方式對該模型進行了驗證。本研究共有三個實驗:實驗一采用2 (卷入水平:高Vs.低)X2 (感知質(zhì)量:高vs.低)的二因素混合設(shè)計,檢驗消費者的卷入水平和對母品牌的感知質(zhì)量對品牌延伸評價的影響;實驗二采用2 (卷入水平:高vs.低)X2 (契合度:高Vs.低)的二因素混合實驗設(shè)計,檢驗消費者的卷入水平和延伸產(chǎn)品的契合度對品牌延伸評價的影響;實驗三采用2 (卷入水平:高vs.低)×2 (產(chǎn)品價格:高vs.低)的二因素混合實驗設(shè)計,檢驗消費者的卷入水平和延伸產(chǎn)品的價格對品牌延伸評價的影響。實驗研究結(jié)論如下:1.母品牌感知質(zhì)量顯著影響消費者品牌延伸評價,感知質(zhì)量越高,品牌延伸評價越高。2.延伸產(chǎn)品的契合度顯著影響消費者品牌延伸評價,契合度越高,品牌延伸評價越高。3.延伸產(chǎn)品的價格顯著影響消費者品牌延伸評價。4.在進行品牌延伸評價時,高卷入水平的消費者更看重母品牌的感知質(zhì)量因素,低卷入水平的消費者更看重延伸產(chǎn)品的契合度因素和價格因素。5.手機品牌進行品牌延伸時,品牌稀釋效應(yīng)不顯著。
[Abstract]:In the 21 st century, more and more enterprises use brand extension strategy. Brand extension refers to a marketing strategy in which enterprises introduce new products or services with the help of existing market popularity and influence. The evaluation of brand extension strategy by consumers determines whether the marketing can be successful or not. According to the classical AK model, the evaluation of brand extension by consumers is related to the perceived quality of the parent brand and the degree of conformity of the extended product. On the basis of absorbing the basic AK model, combining with the existing research and market situation, this study introduces the price factor of the extended product, and takes the level of consumer involvement as the adjusting variable to construct an improved brand extension evaluation model. Taking Chinese consumers as the research object, 125 college students in Nanjing were selected as subjects (120 effective subjects), and the model was verified by experiment. There are three experiments in this study: experiment 1: 2 (involvement level: high VS). Low X 2 (perceived quality: high vs. Low) two-factor mixed design to test the influence of consumer involvement level and perceived quality on brand extension evaluation; experiment 2 (involvement level: high VS). Low X 2 (coincidence: high vs. A two-factor mixed experimental design was designed to test the influence of the level of consumer involvement and the degree of conformity of the extended product on the brand extension evaluation; experiment 3 used 2 (involvement level: high VS). Low) * 2 (price: high vs. A two-factor hybrid experimental design is designed to examine the influence of the level of consumer involvement and the price of the extended product on brand extension evaluation. The experimental results are as follows: 1. The perceived quality of the parent brand significantly affects the consumer brand extension evaluation, and the higher the perceived quality, the higher the brand extension evaluation. The degree of conformity of extended products has a significant impact on consumer brand extension evaluation. The higher the degree of fit, the higher the brand extension evaluation. The price of the extended product has a significant impact on the consumer brand extension evaluation. 4. In the evaluation of brand extension, the consumers with high involvement level pay more attention to the perceived quality factor of the parent brand, while the consumers with low involvement level value the conformity factor and price factor of the extended product more. 5. When the mobile phone brand extends, the dilution effect of the brand is not significant.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2
本文編號：2194818
[Abstract]:In the 21 st century, more and more enterprises use brand extension strategy. Brand extension refers to a marketing strategy in which enterprises introduce new products or services with the help of existing market popularity and influence. The evaluation of brand extension strategy by consumers determines whether the marketing can be successful or not. According to the classical AK model, the evaluation of brand extension by consumers is related to the perceived quality of the parent brand and the degree of conformity of the extended product. On the basis of absorbing the basic AK model, combining with the existing research and market situation, this study introduces the price factor of the extended product, and takes the level of consumer involvement as the adjusting variable to construct an improved brand extension evaluation model. Taking Chinese consumers as the research object, 125 college students in Nanjing were selected as subjects (120 effective subjects), and the model was verified by experiment. There are three experiments in this study: experiment 1: 2 (involvement level: high VS). Low X 2 (perceived quality: high vs. Low) two-factor mixed design to test the influence of consumer involvement level and perceived quality on brand extension evaluation; experiment 2 (involvement level: high VS). Low X 2 (coincidence: high vs. A two-factor mixed experimental design was designed to test the influence of the level of consumer involvement and the degree of conformity of the extended product on the brand extension evaluation; experiment 3 used 2 (involvement level: high VS). Low) * 2 (price: high vs. A two-factor hybrid experimental design is designed to examine the influence of the level of consumer involvement and the price of the extended product on brand extension evaluation. The experimental results are as follows: 1. The perceived quality of the parent brand significantly affects the consumer brand extension evaluation, and the higher the perceived quality, the higher the brand extension evaluation. The degree of conformity of extended products has a significant impact on consumer brand extension evaluation. The higher the degree of fit, the higher the brand extension evaluation. The price of the extended product has a significant impact on the consumer brand extension evaluation. 4. In the evaluation of brand extension, the consumers with high involvement level pay more attention to the perceived quality factor of the parent brand, while the consumers with low involvement level value the conformity factor and price factor of the extended product more. 5. When the mobile phone brand extends, the dilution effect of the brand is not significant.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2
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