發(fā)布時間：2018-05-23 07:54

  本文選題：品牌聯(lián)想類型 + 延伸距離�。� 參考：《湖南師范大學(xué)》2010年碩士論文

【摘要】： 目的 學(xué)術(shù)界就品牌延伸效果的影響因素進行了大量的研究,發(fā)現(xiàn)品牌延伸的成敗最終取決于消費者對其的態(tài)度與評價。而在很多情況下,品牌聯(lián)想對消費者對于延伸產(chǎn)品的評價起到了決定性的作用。本研究的目的是探討不同類型的品牌聯(lián)想對不同延伸距離的品牌延伸效果的影響,以及在不同類型的品牌聯(lián)想對不同延伸距離的品牌延伸效果產(chǎn)生影響時,產(chǎn)品涉入度在其中所起到的作用。 方法 本研究通過兩個多因素混合設(shè)計的實驗分別探討了聯(lián)想類型、延伸距離對品牌延伸效果的影響以及產(chǎn)品涉入度在其中所起到的作用。創(chuàng)新之處是在實驗中采用廣告圖片的方式引發(fā)不同類型的品牌聯(lián)想。 結(jié)果 (1)品牌聯(lián)想類型主效應(yīng)顯著(F=3.620,p=0.035),且品牌聯(lián)想類型與延伸距離的交互作用極顯著(F=5.316,p=0.009)。 (2)品牌聯(lián)想類型主效應(yīng)顯著(F=3.925,p=0.023),延伸距離主效應(yīng)極顯著(F=18.677,p=0.000),產(chǎn)品涉入度主效應(yīng)極顯著(F=11.326,p=0.001)。但聯(lián)想類型與延伸距離的交互作用極顯著(F=13.880,p=0.000),聯(lián)想類型與涉入度交互作用極顯著(F=22.399,p=0.000),延伸距離與涉入度交互作用極顯著(F=22.886,p=0.000),且聯(lián)想類型、延伸距離與涉入度交互作用顯著(F=3.158,p=0.048)。 結(jié)論 第一,在進行品牌近延伸時,硬性聯(lián)想常常會對品牌延伸效果產(chǎn)生負面的影響；在進行品牌遠延伸時,軟性聯(lián)想會更有效的提升品牌延伸效果。一般情況下,注重引發(fā)消費者的軟性聯(lián)想,會更有利于消費者對延伸產(chǎn)品做出更好的評價。 第二,在對低涉入的產(chǎn)品進行品牌延伸時,軟性品牌聯(lián)想會對延伸效果產(chǎn)生更積極的作用；在對高涉入的產(chǎn)品進行品牌延伸時,引發(fā)被試的硬性品牌聯(lián)想可以更有效地提高其對延伸效果的評價。 第三,品牌聯(lián)想類型、延伸距離以及產(chǎn)品涉入度之間存在交互作用,共同對品牌延伸效果發(fā)生作用。 第四,品牌聯(lián)想類型、延伸距離、產(chǎn)品涉入度在品牌延伸效果上的最佳組合是：高涉入+近延伸+硬性聯(lián)想、高涉入+遠延伸+硬/軟性聯(lián)想、低涉入+近/遠延伸+軟性聯(lián)想。
[Abstract]:Purpose The academic circle has carried on the massive research on the influence factor of the brand extension effect, and found that the success or failure of the brand extension ultimately depends on the consumer's attitude and evaluation to it. In many cases, brand association plays a decisive role in consumer evaluation of extended products. The purpose of this study is to explore the effects of different types of brand associations on the effects of brand extensions with different extension distances, and when different types of brand associations have effects on the effects of brand extensions of different distances. The role of product involvement in it. Method In this study, the effects of association type, extended distance on brand extension and product involvement were discussed by two experiments of mixed design. The innovation is the use of advertising images in the experiment to trigger different types of brand association. Result 1) the main effect of brand association type is significant, and the interaction between brand association type and extended distance is very significant. (2) the main effect of brand association type is significant, the main effect of extended distance is extremely significant, and the main effect of product involvement is extremely significant. However, the interaction between association type and extended distance is extremely significant, the interaction between association type and involvement degree is extremely significant, the interaction between extended distance and involvement degree is extremely significant, and the association type, the interaction between extended distance and involvement degree is significant, and the interaction between extended distance and involvement degree is significant. Conclusion First, in the process of brand extension, hard Lenovo often has a negative impact on the brand extension effect; in the brand extension, soft Lenovo will improve the brand extension effect more effectively. In general, the focus on soft association of consumers will be more conducive to consumers to make a better evaluation of extended products. Second, soft brand association will play a more active role in brand extension of low-involvement products, and brand extension in high-involvement products. The hard brand association can improve the effect of extension more effectively. Thirdly, there is interaction among brand association type, extension distance and product involvement. Fourth, the best combination of brand association type, extended distance and product involvement in brand extension effect is: high involvement near extension hard association, high wading far extension hard / soft association, Low wading into near / far extension soft association.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F273.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 王保魯;女裝品牌文字標(biāo)識對消費者感知的影響分析[D];北京服裝學(xué)院;2012年

，

本文編號：1923900