本文選題：品牌延伸 + 思維方式　； 參考：《中北大學(xué)》2017年碩士論文

【摘要】：研究基于思維方式差異的視角,探究了不同思維方式的消費(fèi)者對(duì)同一產(chǎn)品品牌延伸評(píng)價(jià)的影響機(jī)制。通過(guò)整理品牌延伸和思維方式相關(guān)文獻(xiàn),歸納出消費(fèi)者思維方式、感知契合類(lèi)型、品牌聯(lián)想與品牌延伸評(píng)價(jià)的關(guān)系,構(gòu)建研究模型,提出相應(yīng)假設(shè)。在此基礎(chǔ)之上,借鑒前人設(shè)計(jì)的測(cè)量題項(xiàng),修正整理出適用于本研究的調(diào)查問(wèn)卷,展開(kāi)大樣本調(diào)研,運(yùn)用數(shù)理統(tǒng)計(jì)軟件對(duì)回收的數(shù)據(jù)進(jìn)行分析,得出相關(guān)結(jié)論。文章選取的研究對(duì)象為:華為、麥當(dāng)勞、心相印和ZARA等四個(gè)國(guó)內(nèi)外不同行業(yè)知名品牌,為每個(gè)品牌設(shè)計(jì)的兩種虛擬延伸產(chǎn)品均滿(mǎn)足模型要求,即品牌概念契合與產(chǎn)品功能契合。研究結(jié)論為:第一,消費(fèi)者思維方式可分為抽象型思維與具象型思維兩大類(lèi)。其中,抽象型思維方式的消費(fèi)者更關(guān)注品牌概念契合的延伸產(chǎn)品,具象型思維方式的消費(fèi)者更關(guān)注產(chǎn)品功能契合的延伸產(chǎn)品。第二,感知契合度被認(rèn)為是決定品牌延伸成敗最關(guān)鍵的因素,本研究發(fā)現(xiàn)感知契合度在思維方式對(duì)品牌延伸評(píng)價(jià)的過(guò)程中發(fā)揮顯著中介作用。第三,品牌聯(lián)想對(duì)思維方式的調(diào)節(jié)作用不盡相同。當(dāng)母品牌呈現(xiàn)在消費(fèi)者面前時(shí),抽象型思維方式消費(fèi)者比具象型思維方式消費(fèi)者產(chǎn)生更多的原型性品牌聯(lián)想,原型性品牌聯(lián)想對(duì)抽象型思維方式消費(fèi)者與其重點(diǎn)關(guān)注的品牌概念契合具有顯著的正向調(diào)節(jié)作用;具象型思維方式消費(fèi)者比抽象型思維方式消費(fèi)者產(chǎn)生更多的范例性品牌聯(lián)想,但上述正向調(diào)節(jié)作用不顯著。本研究的主要?jiǎng)?chuàng)新點(diǎn)和學(xué)術(shù)貢獻(xiàn)在于:基于消費(fèi)思維方式差異的研究視角,將與之相關(guān)的重要變量——品牌聯(lián)想,納入思維方式差異對(duì)品牌延伸評(píng)價(jià)影響模型中,豐富了品牌延伸相關(guān)理論。另外,考慮到感知契合度對(duì)品牌延伸評(píng)價(jià)的影響,探究了不同契合類(lèi)型在思維方式作用過(guò)程中的中介作用,這一結(jié)論為感知契合度與延伸產(chǎn)品評(píng)價(jià)之間的關(guān)系提供了新的理論支撐。
[Abstract]:Based on the perspective of different modes of thinking, this paper explores the influence mechanism of consumers with different modes of thinking on the brand extension evaluation of the same product. By sorting out the related documents of brand extension and thinking mode, this paper concludes the relationship between consumer thinking mode, perception fit type, brand association and brand extension evaluation, constructs the research model and puts forward the corresponding hypothesis. On this basis, drawing lessons from the measurement items designed by predecessors, the questionnaire suitable for this study is revised and sorted out, a large sample investigation is carried out, and the recovered data are analyzed by mathematical statistics software, and the relevant conclusions are drawn. The research object of this paper is Huawei, McDonald's, Xinxangyin and ZARA. The two virtual extension products designed for each brand meet the requirements of the model, that is, the concept of brand fits with the function of the product. The conclusions are as follows: first, consumer thinking can be divided into abstract thinking and concrete thinking. Among them, the consumers of abstract mode of thinking pay more attention to the extension product of brand concept fit, and consumers of concrete mode of thinking pay more attention to the extension product of product function fit. Second, perceived fit is considered to be the most important factor to determine the success or failure of brand extension. This study found that perceived fit plays a significant intermediary role in the process of brand extension evaluation. Third, brand association has different regulatory effects on the way of thinking. When the parent brand appears in front of the consumer, the abstract mode of thinking consumers have more prototype brand association than the concrete mode of thinking consumers. The archetypal brand association has a significant positive effect on the consonance of the abstract mode of thinking consumers with their focus on brand concept, while the concrete mode of thinking consumers produce more typical brand associations than the abstract mode of thinking consumers. However, the above positive regulatory effect is not significant. The main innovation and academic contribution of this study are as follows: based on the research perspective of the difference of consumption mode of thinking, brand association, which is an important variable related to it, is included in the model of the influence of the difference of mode of thinking on the evaluation of brand extension. Enriched the brand extension related theory. In addition, considering the impact of perceived fit on brand extension evaluation, this paper explores the intermediary role of different fit types in the process of thinking mode. This conclusion provides a new theoretical support for the relationship between perceived compatibility and extended product evaluation.
【學(xué)位授予單位】：中北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F273.2;F713.55

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