【摘要】： 品牌延伸是很多企業(yè)實(shí)施品牌管理的重要戰(zhàn)略,也是品牌資產(chǎn)利用的重要方式。品牌延伸可以為企業(yè)帶來諸多好處的同時(shí),也給企業(yè)帶來了潛在的風(fēng)險(xiǎn)。本文以消費(fèi)者行為學(xué)為基礎(chǔ),從消費(fèi)者角度研究了品牌縱向延伸對消費(fèi)者品牌忠誠的影響。 本文以以往的研究為理論基礎(chǔ),提出了品牌縱向延伸對品牌忠誠的影響模型,將品牌信任作為品牌忠誠的一個(gè)中介變量,即品牌縱向延伸一方面對品牌忠誠有直接影響,另一方面通過品牌信任這個(gè)中介變量對品牌忠誠產(chǎn)生影響。在實(shí)證分析中,首先利用T檢驗(yàn)驗(yàn)證了品牌延伸前后消費(fèi)者品牌信任和品牌忠誠的變化。然后通過回歸分析檢驗(yàn)了品牌信任的中介效應(yīng)。 實(shí)證的結(jié)果顯示,除了向上品牌延伸對聲望導(dǎo)向型品牌的忠誠和信任的正面影響大于對功能導(dǎo)向型品牌的忠誠和信任的正面影響不顯著外,品牌向上延伸對品牌信任和品牌忠誠有正面影響,并且品牌向下延伸對品牌信任和品牌忠誠有負(fù)面影響的假設(shè)均得到了驗(yàn)證,并且結(jié)果也證實(shí)了品牌信任在品牌縱向延伸對消費(fèi)者品牌忠誠影響中的中介效應(yīng)。
[Abstract]:Brand extension is an important strategy for many enterprises to implement brand management, and it is also an important way to utilize brand equity. Brand extension can bring many benefits to enterprises, at the same time, it also brings potential risks to enterprises. Based on consumer behavior, this paper studies the influence of brand vertical extension on consumer brand loyalty from the perspective of consumer. Based on the previous research, this paper puts forward the influence model of brand vertical extension on brand loyalty, and regards brand trust as an intermediary variable of brand loyalty, that is, the vertical extension of brand has a direct impact on brand loyalty on the one hand, and the vertical extension of brand has a direct impact on brand loyalty on the one hand. On the other hand, the intermediary variable of brand trust has an impact on brand loyalty. In the empirical analysis, we first use T-test to verify the change of consumer brand trust and brand loyalty before and after brand extension. Then through regression analysis to test the intermediary effect of brand trust. The empirical results show that the positive effect of upward brand extension on reputation-oriented brand loyalty and trust is greater than that on function-oriented brand loyalty and trust, except that the positive impact of upward brand extension on reputation-oriented brand loyalty and trust is not significant. Brand upward extension has a positive impact on brand trust and brand loyalty, and the hypothesis that brand extension downward has a negative impact on brand trust and brand loyalty has been tested. The results also confirm the intermediary effect of brand trust in the influence of brand vertical extension on consumer brand loyalty.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 劉宏迪;哈爾濱機(jī)場配餐公司非航發(fā)展戰(zhàn)略研究[D];哈爾濱工程大學(xué);2010年

2 史樹娜;內(nèi)蒙古乳制品企業(yè)品牌延伸評價(jià)對消費(fèi)者品牌忠誠度的影響研究[D];內(nèi)蒙古大學(xué);2012年

3 王鈺淇;不同解釋水平下中外品牌延伸產(chǎn)品忠誠度的研究[D];東北師范大學(xué);2012年

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本文編號：2435602