發(fā)布時間：2018-02-02 20:52

  本文關(guān)鍵詞： 消費者卷入度 老字號品牌 品牌延伸態(tài)度　出處：《山東社會科學(xué)》2017年06期 　論文類型：期刊論文

【摘要】：我國老字號品牌是曾經(jīng)獲得消費者廣泛認同的優(yōu)秀品牌,是民族商業(yè)凝結(jié)的精華。本研究是關(guān)于消費者卷入度水平對老字號品牌延伸態(tài)度影響研究的一次科學(xué)化嘗試,研究以“全聚德”和“便宜坊”為母品牌,以月餅、茶葉、漢堡和咖啡為延伸產(chǎn)品進行品牌延伸研究。通過大樣本調(diào)研探索消費者卷入度對老字號品牌延伸態(tài)度的影響。研究表明,消費者卷入度正向調(diào)節(jié)感知契合度與品牌延伸態(tài)度的關(guān)系。實踐中,由于感知契合度正向影響老字號品牌延伸態(tài)度,因此品牌延伸時要充分考慮延伸產(chǎn)品與老字號品牌之間的感知契合度,盡量推出高契合度的延伸產(chǎn)品,使消費者產(chǎn)生積極的品牌延伸態(tài)度,從而能夠更好地接受延伸產(chǎn)品。同時在市場營銷活動中,可以通過營銷手段操控消費者卷入度水平,使消費者做出對品牌有利的評價。
[Abstract]:China's old brand is once widely recognized by consumers as an excellent brand. This study is a scientific attempt to study the influence of the level of consumer involvement on the extended attitude of the old brand. The research takes "Quanjude" and "cheap Square" as the parent brand. Brand extension research was carried out with moon cake, tea, hamburger and coffee as extension products. The influence of consumer involvement on brand extension attitude of old brands was explored through large sample investigation. Consumer involvement positively regulates the relationship between perceived fit and brand extension attitude. Therefore, when brand extension, we should fully consider the perceived compatibility between the extended product and the old brand, as far as possible to launch a high degree of fit extension products, so that consumers have a positive brand extension attitude. At the same time, in the marketing activities, we can control the level of consumer involvement through marketing means, so that consumers can make a favorable evaluation to the brand.
【正文快照】： 2017 年第 6 期 山 東 社 會 科 學(xué) No．6 總第 262 期 SHANDONG SOCIAL SCIENCES General No．262 · 經(jīng)濟與管理研究 · 收稿日期: 2016－11－09 作者簡介: 許衍鳳，女，，復(fù)旦大學(xué)博士后，山東工商學(xué)院人文與傳播學(xué)院副教授 。 范秀成，男，復(fù)旦大

本文編號：1485447