品牌联想类型、产品涉入度对不同距离品牌延伸效果的影响研究
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摘要
目的
学术界就品牌延伸效果的影响因素进行了大量的研究,发现品牌延伸的成败最终取决于消费者对其的态度与评价。而在很多情况下,品牌联想对消费者对于延伸产品的评价起到了决定性的作用。本研究的目的是探讨不同类型的品牌联想对不同延伸距离的品牌延伸效果的影响,以及在不同类型的品牌联想对不同延伸距离的品牌延伸效果产生影响时,产品涉入度在其中所起到的作用。
方法
本研究通过两个多因素混合设计的实验分别探讨了联想类型、延伸距离对品牌延伸效果的影响以及产品涉入度在其中所起到的作用。创新之处是在实验中采用广告图片的方式引发不同类型的品牌联想。
结果
(1)品牌联想类型主效应显著(F=3.620,p=0.035),且品牌联想类型与延伸距离的交互作用极显著(F=5.316,p=0.009)。
(2)品牌联想类型主效应显著(F=3.925,p=0.023),延伸距离主效应极显著(F=18.677,p=0.000),产品涉入度主效应极显著(F=11.326,p=0.001)。但联想类型与延伸距离的交互作用极显著(F=13.880,p=0.000),联想类型与涉入度交互作用极显著(F=22.399,p=0.000),延伸距离与涉入度交互作用极显著(F=22.886,p=0.000),且联想类型、延伸距离与涉入度交互作用显著(F=3.158,p=0.048)。
结论
第一,在进行品牌近延伸时,硬性联想常常会对品牌延伸效果产生负面的影响；在进行品牌远延伸时,软性联想会更有效的提升品牌延伸效果。一般情况下,注重引发消费者的软性联想,会更有利于消费者对延伸产品做出更好的评价。
第二,在对低涉入的产品进行品牌延伸时,软性品牌联想会对延伸效果产生更积极的作用；在对高涉入的产品进行品牌延伸时,引发被试的硬性品牌联想可以更有效地提高其对延伸效果的评价。
第三,品牌联想类型、延伸距离以及产品涉入度之间存在交互作用,共同对品牌延伸效果发生作用。
第四,品牌联想类型、延伸距离、产品涉入度在品牌延伸效果上的最佳组合是：高涉入+近延伸+硬性联想、高涉入+远延伸+硬/软性联想、低涉入+近/远延伸+软性联想。
Objective
Academic circles carried out a lot of studies on the influencing factors of brand extension effect and found that whether the brand extension can be successful or not depends on consumers' attitudes and evaluations. Further more, brand associations play a decisive role in consumers'evaluation of the extended products in many cases. The objective of this study is exploring the effect of the different types of brand association on brand extension in different distances, and what does involvement do in the same time.
Method
This study carried out two multivariate mixed designs to explore the effect of the different types of brand association on brand extension in different distances, and what does involvement do in the same time. The innovation of this study is using advertising images to evoke different types of brand association in the experiments.
Results
(1) The main effect of brand association type is significant (F=3.620, p=0.035), and the interaction between brand association type and extension distance is very significant (F=5.316, p=0.009)
(2) The main effect of brand association is significant (F=3.925, p=0.023). The main effect of extension distance is very significant (F=18.677, p=0.000). The main effect of involvement is very significant (F=11.326, p=0.001). The interaction between association type and extension distance is very significant (F=13.880, p=0.000). The interaction between association type and involvement is very significant (F=22.399, p=0.000). The interaction between extension distance and involvement is very significant (F=22.886, p=0.000). The interaction among association type, extension distance and involvement is significant (F=3.158, p=0.048)
Conclusions
First, during the near extension, the hard association often exerts a negative impact on brand extension effect; during the far extension, the soft association will improve the brand extension effect effectively. Under normal circumstances, attaching importance to evoke consumer's soft association will be more beneficial to the consumer to make a good evaluation of the extended product.
Second, during the brand extension of low involved product, the soft association will exerts an active effect on consumer's evaluation towards extended product; during the brand extension of high involved product, attaching importance to evoke hard association will be more beneficial to the consumer to make a good evaluation of extended product. Third, there is an interaction among brand association types, extension distances and involvement. The three independent variables exert their influences on brand extension effect together.
Fourth, best combinations of brand associations, brand extension distances and involvement on brand extension are: high involvement+near extension+hard association, high involvement+far extension+hard/soft association, low involvement+near/far extension+soft association.
学术界就品牌延伸效果的影响因素进行了大量的研究,发现品牌延伸的成败最终取决于消费者对其的态度与评价。而在很多情况下,品牌联想对消费者对于延伸产品的评价起到了决定性的作用。本研究的目的是探讨不同类型的品牌联想对不同延伸距离的品牌延伸效果的影响,以及在不同类型的品牌联想对不同延伸距离的品牌延伸效果产生影响时,产品涉入度在其中所起到的作用。
方法
本研究通过两个多因素混合设计的实验分别探讨了联想类型、延伸距离对品牌延伸效果的影响以及产品涉入度在其中所起到的作用。创新之处是在实验中采用广告图片的方式引发不同类型的品牌联想。
结果
(1)品牌联想类型主效应显著(F=3.620,p=0.035),且品牌联想类型与延伸距离的交互作用极显著(F=5.316,p=0.009)。
(2)品牌联想类型主效应显著(F=3.925,p=0.023),延伸距离主效应极显著(F=18.677,p=0.000),产品涉入度主效应极显著(F=11.326,p=0.001)。但联想类型与延伸距离的交互作用极显著(F=13.880,p=0.000),联想类型与涉入度交互作用极显著(F=22.399,p=0.000),延伸距离与涉入度交互作用极显著(F=22.886,p=0.000),且联想类型、延伸距离与涉入度交互作用显著(F=3.158,p=0.048)。
结论
第一,在进行品牌近延伸时,硬性联想常常会对品牌延伸效果产生负面的影响；在进行品牌远延伸时,软性联想会更有效的提升品牌延伸效果。一般情况下,注重引发消费者的软性联想,会更有利于消费者对延伸产品做出更好的评价。
第二,在对低涉入的产品进行品牌延伸时,软性品牌联想会对延伸效果产生更积极的作用；在对高涉入的产品进行品牌延伸时,引发被试的硬性品牌联想可以更有效地提高其对延伸效果的评价。
第三,品牌联想类型、延伸距离以及产品涉入度之间存在交互作用,共同对品牌延伸效果发生作用。
第四,品牌联想类型、延伸距离、产品涉入度在品牌延伸效果上的最佳组合是：高涉入+近延伸+硬性联想、高涉入+远延伸+硬/软性联想、低涉入+近/远延伸+软性联想。
Objective
Academic circles carried out a lot of studies on the influencing factors of brand extension effect and found that whether the brand extension can be successful or not depends on consumers' attitudes and evaluations. Further more, brand associations play a decisive role in consumers'evaluation of the extended products in many cases. The objective of this study is exploring the effect of the different types of brand association on brand extension in different distances, and what does involvement do in the same time.
Method
This study carried out two multivariate mixed designs to explore the effect of the different types of brand association on brand extension in different distances, and what does involvement do in the same time. The innovation of this study is using advertising images to evoke different types of brand association in the experiments.
Results
(1) The main effect of brand association type is significant (F=3.620, p=0.035), and the interaction between brand association type and extension distance is very significant (F=5.316, p=0.009)
(2) The main effect of brand association is significant (F=3.925, p=0.023). The main effect of extension distance is very significant (F=18.677, p=0.000). The main effect of involvement is very significant (F=11.326, p=0.001). The interaction between association type and extension distance is very significant (F=13.880, p=0.000). The interaction between association type and involvement is very significant (F=22.399, p=0.000). The interaction between extension distance and involvement is very significant (F=22.886, p=0.000). The interaction among association type, extension distance and involvement is significant (F=3.158, p=0.048)
Conclusions
First, during the near extension, the hard association often exerts a negative impact on brand extension effect; during the far extension, the soft association will improve the brand extension effect effectively. Under normal circumstances, attaching importance to evoke consumer's soft association will be more beneficial to the consumer to make a good evaluation of the extended product.
Second, during the brand extension of low involved product, the soft association will exerts an active effect on consumer's evaluation towards extended product; during the brand extension of high involved product, attaching importance to evoke hard association will be more beneficial to the consumer to make a good evaluation of extended product. Third, there is an interaction among brand association types, extension distances and involvement. The three independent variables exert their influences on brand extension effect together.
Fourth, best combinations of brand associations, brand extension distances and involvement on brand extension are: high involvement+near extension+hard association, high involvement+far extension+hard/soft association, low involvement+near/far extension+soft association.
引文
①杨文京.优化“品牌联想”塑造产品认知[J].企业研究,2006,04：17-18.
①王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
①杨文京.优化“品牌联想”塑造产品认知[J].企业研究,2006,04：17-18.
②罗云平.广告投入影响品牌资产的实证研究[D].长春：吉林大学,2006.
③符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
④ Rangaswamy. A, R.Burke, A.O. Eerence. Brand Equity and the Extendibility of Brand Names [J]. International Joural of Research in Marketing,1993,10:61-57.
④黄合水,彭聃龄.强、弱品牌的品牌联想比较[J].心理科学,2002,25(5)：605-606.
⑥ Magne Supphellen. Understanding core brand equity:Guidelines for in-depth elicitation of brand associations [J]. International Joural of Market Reseach, 2000,42(3):319-340.
①史丰波.品牌延伸效果的消费者测定——一个改进的模型及其实证研究[D].杭州：浙江大学,2005.
②Kevin Lane Keller著.李乃和,吴瑾,邹琦,高维和等译.战略品牌管理[M].北京：中国人民大学出版社,2006:43,65-67,378-379,665-666,41,115-119,377-387,400-402.
① Kevin Lane Keller著.李乃和,吴瑾,邹琦,高维和等译.战略品牌管理[M].北京：中国人民大学出版社,2006：43,65-67,378-379,665-666,41,115-119,377-387,400-402.
② Aaker. D. A. Managing Brand Equity:Capitalizing on the Value of a Brand Name[M]. New York:Free Press,1991.
③刘佳.品牌形象构成模型综述与评价——消费者与企业视角下的品牌形象构成与关系解析[J].特区经济,2007,2：265-267.
④ Biel A. L. How Brand Image Drives Brand Equity [J]. Journal of Advertising Reseach, 1992,6:6-12.
⑤王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
① David James. Guilty through association:brand association transfer to brand alliances [J]. The Journal of Consumer Marketing,2005,22(1):14-25.
② A Belen del Rio, Rodolfo Vazquez, Victor Iglesias.The effects of brand associations on consumer response[J]. The Journal of Consumer Marketing,2001, 18(4/5):410-426.
③符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
④ Park. C. W, S. Milberg, R. Lawson. Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency [J]. Journal of Consumer Resaerch, 1991,18:185-193.
⑤史丰波.品牌延伸效果的消费者测定——一个改进的模型及其实证研究[D].杭州：浙江大学,2005.
① Kevin Lane Keller著.李乃和,吴瑾,邹琦,高维和等译.战略品牌管理[M].北京：中国人民大学出版社,2006：43,65-67,378-379,665-666,41,115-119,377-387,400-402.
②符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
③丁家永.品牌延伸机制的研究与品牌策略[J].南京：南京财经大学学报,2005,4：62-64.
① Boush D M, Loken B A. Process tracing study of brand extension evaluation[J]. Journal of Marketing Research,1991,28(2):16-28.
① Aaker. D. A, Keller. K. L. Consumer evaluations of brand extension[J]. Journal of Marketing,1990,54(1):27-41.
② Broniarczyk. S.M, Alba. J. W. The importance of the brand in brand extension[J]. Journal of Marketing research,1994,31(2):214-229.
③丁家永.品牌延伸机制的研究与品牌策略[J].南京：南京财经大学学报,2005,4：62-64.
④雷莉,马谋超.品牌延伸中母品牌的作用机制[J].心理科学进展,2003,11(3)：350-354.
①丁家永.品牌延伸机制的研究与品牌策略[J].南京：南京财经大学学报,2005,4：62-64.
②Kellet K.L,Aaker D.A.The effect of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-50.
③Tauber.E.M.Brand leverage:Strategy for growth in a cost-cont rol world[J]. Journal of Advertising Research,1988,7:26-33.
④Park.C.W,S.Mi lberg,R.Lawson.Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Cons i stency[J].Journal of Consumer Resaerch, 1991,18:185-193.
⑤Nijssen E.J,R.Vijl,P.Bucklin.The effect of involvement on brand extensions[R]. 24th European Market ing Academy Conference.1995.
①王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
② Park. C. W, S.Milberg,R. Lawson. Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency [J]. Journal of Consumer Resaerch, 1991,18:185-193.
①符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
② Aaker. D. A, Keller.K.L Consumer evaluations of brand extension[J]. Journal of Marketing,1990,54(1):27-41.
③oush.D.M, Loken. B. A. Process trancing study of brand extension[J]. Journal of Marketing Research,1994,31(2):214-229.
④ Broniarczyk. S. M, Alba.J. W. The importance of the brand in brand extension[J]. Journal of Marketing research,1994,31(2):214-229.
⑤雷莉,马谋超.品牌延伸中母品牌的作用机制[J].心理科学进展,2003,11(3)：350-354.
① Mark. S. Glynn, Roderick. J. Brodie. The importance of brand-specific associations in brand extenson:further empirical results.[J] Journal of Product & Brand Management,1998,7(6):509-518.
② A Belen del Rio, Rodolfo Vazquez, Victor Iglesias. The effects of brand associations on consumer response[J]. The Journal of Consumer Marketing,2001, 18(4/5):410-426.
③王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
④李娟娟,赵平.品牌联想对服装品牌延伸评价影响的实证研究[J].北京服装学院学报,2007,1：46-51.
①Keller K.L, Aaker D.A. The effect of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-50:
②王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
① Judith Lynne Zaichkowsky. Research notes:The personal involvement inventory: Reduction, Revision, and application to advertising[J]. Journal of Advertising, 1994,23(4):59-70.
②周兰.品牌体验对消费者—品牌关系的影响研究[D].长沙：湖南师范大学,2008.
① Resnik A, Stern B L. An analysis of information content in television advertising[J]. Joural of Marketing,1977,41(1):50-53.
②王怀明.理性广告和情感广告对消费者品牌态度的影响[J].心理学动态,1999,7(1)：56-59.
① Susan M. Broniarczyk, Joseph W. Alba. The importance of the brand in brand extension[J]. Journal of Marketing Research,1994,5:214-228.
①李长江,陈东.品牌定位与品牌延伸的关系研究[J].当代经济,2006,10：69-70.
[1]杨文京.优化“品牌联想”塑造产品认知[J].企业研究,2006,04：17-18.
[2]王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
[3]罗云平.广告投入影响品牌资产的实证研究[D].长春：吉林大学,2006.
[4]符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
[5]黄合水,彭聃龄.强、弱品牌的品牌联想比较[J].心理科学,2002,25(5)：605-606.
[6]刘佳.品牌形象构成模型综述与评价——消费者与企业视角下的品牌形象构成与关系解析[J].特区经济,2007,2：265-267.
[7]史丰波.品牌延伸效果的消费者测定——一个改进的模型及其实证研究[D].杭州：浙江大学,2005.
[8]Kevin Lane Keller著.李乃和,吴瑾,邹琦,高维和等译.战略品牌
管理[M].北京：中国人民大学出版社,2006：43,65-67,378-379,665-666,41,115-119,377-387,400-402.
[9]丁家永.品牌延伸机制的研究与品牌策略[J].南京：南京财经大学学报,2005,4：62-64.
[10]雷莉,马谋超.品牌延伸中母品牌的作用机制[J].心理科学进展,2003,11(3)：350-354.
[11]李娟娟,赵平.品牌联想对服装品牌延伸评价影响的实证研究[J].北京服装学院学报,2007,1：46-51.
[12]罗嗣明.影响消费者品牌选择行为的核心要素及营销策略研究[D].南昌：江西师范大学,2005.
[13]周兰.品牌体验对消费者—品牌关系的影响研究[D].长沙：湖南师范大学,2008.
[14]王怀明.理性广告和情感广告对消费者品牌态度的影响[J].心理学动态,1999,7(1)：56-59.
[15]雷莉,王詠,丁夏齐,马谋超.低卷入情境中品牌远延伸的成功机制[J].心理学报,2005,37(3)：390-396.
[16]李长江,陈东.品牌定位与品牌延伸的关系研究[J].当代经济,2006,10：69-70.
[17]Rangaswamy. A, R. Burke, A.O. Eerence. Brand Equity and the Extendibility of Brand Names[J]. International Joural of Research in Marketing,1993,10:61-57.
[18]Magne Supphellen. Understanding core brand equity: Guidelines for in-depth elicitation of brand associations [J]. International Joural of Market Reseach,2000,42(3):319-340.
[19]Aaker. D. A. Managing Brand Equity:Capitalizing on the Value of a Brand Name[M]. New York:Free Press,1991.
[20]Biel A. L. How Brand Image Drives Brand Equity[J]. Journal of Advertising Reseach,1992,6:6-12.
[21]David James. Guilty through association:brand association transfer to brand alliances[J]. The Journal of Consumer Marketing,2005,22(1):14-25.
[22]A Belen del Rio, Rodolfo Vazquez, Victor Iglesias. The effects of brand associations on consumer response[J]. The Journal of Consumer Marketing,2001,18(4/5):410-426.
[23]Park. C. W, S. Milberg, R. Lawson. Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency [J]. Journal of Consumer Resaerch,1991,18: 185-193.
[24]Boush D M, Loken B A. Process tracing study of brand extension evaluation [J]. Journal of Marketing Research,1991, 28 (2):16-28.
[25]Aaker. D. A, Keller. K. L. Consumer evaluations of brand extension[J]. Journal of Marketing,1990,54(1):27-41.
[26]Broniarczyk. S. M, Alba. J. W. The importance of the brand in brand extension [J]. Journal of Marketing research,1994,31(2) 214-229.
[27]Keller K. L, Aaker D. A. The effect of sequential introduction of brand extensions[J]. Journal of Marketing Research,1992,29(1):35-50.
[28]Tauber. E. M. Brand leverage:Strategy for growth in a cost-control world [J]. Journal of Advertising Research,1988, 7:26-33.
[29]Nijssen E. J, R. Vijl, P. Bucklin. The effect of involvement on brand extensions [R].24th European Marketing Academy Conference.1995.
[30]Boush. D. M, Loken. B. A. Process trancing study of brand extension [J]. Journal of Marketing Research,1994,31(2): 214-229.
[31]Mark. S. Glynn, Roderick. J. Brodie. The importance of brand-specific associations in brand extenson:further empirical results. [J] Journal of Product & Brand Management, 1998,7(6):509-518.
[32]Mita Sujan, James R. Bettman. The effects of brand positioning strategies on consumers'brand and category perceptions:some insight from schema research[J]. Journal of Marke ting Recearch,1989,11:454-467.
[33]Susan M. Broniarczyk, Joseph W. Alba. The importance of the brand in brand extension [J]. Journal of Marketing Research, 1994,5:214-228.
[34]Judith Lynne Zaichkowsky. Research notes:The personal involvement inventory:Reduction, Revision, and application to advertising[J]. Journal of Advertising,1994,23(4):59-70.
[35]Resnik A, Stern B L. An analysis of information content in television advertising[J]. Joural of Marketing,1977,41(1): 50-53.
[36]Bottom ley P A, Holden S J S. Do we really know hoe consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies[J]. Journal of Marketing Research,2001,38:494-500.
[37]Bhat S, Reddy K S. The impact of parent brand attribute associations and effect on brand extension evaluation[J]. Journal of Business Research,2001,53:111-122.
①王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
①杨文京.优化“品牌联想”塑造产品认知[J].企业研究,2006,04：17-18.
②罗云平.广告投入影响品牌资产的实证研究[D].长春：吉林大学,2006.
③符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
④ Rangaswamy. A, R.Burke, A.O. Eerence. Brand Equity and the Extendibility of Brand Names [J]. International Joural of Research in Marketing,1993,10:61-57.
④黄合水,彭聃龄.强、弱品牌的品牌联想比较[J].心理科学,2002,25(5)：605-606.
⑥ Magne Supphellen. Understanding core brand equity:Guidelines for in-depth elicitation of brand associations [J]. International Joural of Market Reseach, 2000,42(3):319-340.
①史丰波.品牌延伸效果的消费者测定——一个改进的模型及其实证研究[D].杭州：浙江大学,2005.
②Kevin Lane Keller著.李乃和,吴瑾,邹琦,高维和等译.战略品牌管理[M].北京：中国人民大学出版社,2006:43,65-67,378-379,665-666,41,115-119,377-387,400-402.
① Kevin Lane Keller著.李乃和,吴瑾,邹琦,高维和等译.战略品牌管理[M].北京：中国人民大学出版社,2006：43,65-67,378-379,665-666,41,115-119,377-387,400-402.
② Aaker. D. A. Managing Brand Equity:Capitalizing on the Value of a Brand Name[M]. New York:Free Press,1991.
③刘佳.品牌形象构成模型综述与评价——消费者与企业视角下的品牌形象构成与关系解析[J].特区经济,2007,2：265-267.
④ Biel A. L. How Brand Image Drives Brand Equity [J]. Journal of Advertising Reseach, 1992,6:6-12.
⑤王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
① David James. Guilty through association:brand association transfer to brand alliances [J]. The Journal of Consumer Marketing,2005,22(1):14-25.
② A Belen del Rio, Rodolfo Vazquez, Victor Iglesias.The effects of brand associations on consumer response[J]. The Journal of Consumer Marketing,2001, 18(4/5):410-426.
③符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
④ Park. C. W, S. Milberg, R. Lawson. Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency [J]. Journal of Consumer Resaerch, 1991,18:185-193.
⑤史丰波.品牌延伸效果的消费者测定——一个改进的模型及其实证研究[D].杭州：浙江大学,2005.
① Kevin Lane Keller著.李乃和,吴瑾,邹琦,高维和等译.战略品牌管理[M].北京：中国人民大学出版社,2006：43,65-67,378-379,665-666,41,115-119,377-387,400-402.
②符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
③丁家永.品牌延伸机制的研究与品牌策略[J].南京：南京财经大学学报,2005,4：62-64.
① Boush D M, Loken B A. Process tracing study of brand extension evaluation[J]. Journal of Marketing Research,1991,28(2):16-28.
① Aaker. D. A, Keller. K. L. Consumer evaluations of brand extension[J]. Journal of Marketing,1990,54(1):27-41.
② Broniarczyk. S.M, Alba. J. W. The importance of the brand in brand extension[J]. Journal of Marketing research,1994,31(2):214-229.
③丁家永.品牌延伸机制的研究与品牌策略[J].南京：南京财经大学学报,2005,4：62-64.
④雷莉,马谋超.品牌延伸中母品牌的作用机制[J].心理科学进展,2003,11(3)：350-354.
①丁家永.品牌延伸机制的研究与品牌策略[J].南京：南京财经大学学报,2005,4：62-64.
②Kellet K.L,Aaker D.A.The effect of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-50.
③Tauber.E.M.Brand leverage:Strategy for growth in a cost-cont rol world[J]. Journal of Advertising Research,1988,7:26-33.
④Park.C.W,S.Mi lberg,R.Lawson.Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Cons i stency[J].Journal of Consumer Resaerch, 1991,18:185-193.
⑤Nijssen E.J,R.Vijl,P.Bucklin.The effect of involvement on brand extensions[R]. 24th European Market ing Academy Conference.1995.
①王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
② Park. C. W, S.Milberg,R. Lawson. Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency [J]. Journal of Consumer Resaerch, 1991,18:185-193.
①符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
② Aaker. D. A, Keller.K.L Consumer evaluations of brand extension[J]. Journal of Marketing,1990,54(1):27-41.
③oush.D.M, Loken. B. A. Process trancing study of brand extension[J]. Journal of Marketing Research,1994,31(2):214-229.
④ Broniarczyk. S. M, Alba.J. W. The importance of the brand in brand extension[J]. Journal of Marketing research,1994,31(2):214-229.
⑤雷莉,马谋超.品牌延伸中母品牌的作用机制[J].心理科学进展,2003,11(3)：350-354.
① Mark. S. Glynn, Roderick. J. Brodie. The importance of brand-specific associations in brand extenson:further empirical results.[J] Journal of Product & Brand Management,1998,7(6):509-518.
② A Belen del Rio, Rodolfo Vazquez, Victor Iglesias. The effects of brand associations on consumer response[J]. The Journal of Consumer Marketing,2001, 18(4/5):410-426.
③王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
④李娟娟,赵平.品牌联想对服装品牌延伸评价影响的实证研究[J].北京服装学院学报,2007,1：46-51.
①Keller K.L, Aaker D.A. The effect of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-50:
②王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
① Judith Lynne Zaichkowsky. Research notes:The personal involvement inventory: Reduction, Revision, and application to advertising[J]. Journal of Advertising, 1994,23(4):59-70.
②周兰.品牌体验对消费者—品牌关系的影响研究[D].长沙：湖南师范大学,2008.
① Resnik A, Stern B L. An analysis of information content in television advertising[J]. Joural of Marketing,1977,41(1):50-53.
②王怀明.理性广告和情感广告对消费者品牌态度的影响[J].心理学动态,1999,7(1)：56-59.
① Susan M. Broniarczyk, Joseph W. Alba. The importance of the brand in brand extension[J]. Journal of Marketing Research,1994,5:214-228.
①李长江,陈东.品牌定位与品牌延伸的关系研究[J].当代经济,2006,10：69-70.
[1]杨文京.优化“品牌联想”塑造产品认知[J].企业研究,2006,04：17-18.
[2]王织会.品牌联想影响消费者购买延伸产品的实证研究[D].长春：吉林大学,2007.
[3]罗云平.广告投入影响品牌资产的实证研究[D].长春：吉林大学,2006.
[4]符国群.品牌延伸研究：回顾与展望[J].中国软科学,2003,1：75-81.
[5]黄合水,彭聃龄.强、弱品牌的品牌联想比较[J].心理科学,2002,25(5)：605-606.
[6]刘佳.品牌形象构成模型综述与评价——消费者与企业视角下的品牌形象构成与关系解析[J].特区经济,2007,2：265-267.
[7]史丰波.品牌延伸效果的消费者测定——一个改进的模型及其实证研究[D].杭州：浙江大学,2005.
[8]Kevin Lane Keller著.李乃和,吴瑾,邹琦,高维和等译.战略品牌
管理[M].北京：中国人民大学出版社,2006：43,65-67,378-379,665-666,41,115-119,377-387,400-402.
[9]丁家永.品牌延伸机制的研究与品牌策略[J].南京：南京财经大学学报,2005,4：62-64.
[10]雷莉,马谋超.品牌延伸中母品牌的作用机制[J].心理科学进展,2003,11(3)：350-354.
[11]李娟娟,赵平.品牌联想对服装品牌延伸评价影响的实证研究[J].北京服装学院学报,2007,1：46-51.
[12]罗嗣明.影响消费者品牌选择行为的核心要素及营销策略研究[D].南昌：江西师范大学,2005.
[13]周兰.品牌体验对消费者—品牌关系的影响研究[D].长沙：湖南师范大学,2008.
[14]王怀明.理性广告和情感广告对消费者品牌态度的影响[J].心理学动态,1999,7(1)：56-59.
[15]雷莉,王詠,丁夏齐,马谋超.低卷入情境中品牌远延伸的成功机制[J].心理学报,2005,37(3)：390-396.
[16]李长江,陈东.品牌定位与品牌延伸的关系研究[J].当代经济,2006,10：69-70.
[17]Rangaswamy. A, R. Burke, A.O. Eerence. Brand Equity and the Extendibility of Brand Names[J]. International Joural of Research in Marketing,1993,10:61-57.
[18]Magne Supphellen. Understanding core brand equity: Guidelines for in-depth elicitation of brand associations [J]. International Joural of Market Reseach,2000,42(3):319-340.
[19]Aaker. D. A. Managing Brand Equity:Capitalizing on the Value of a Brand Name[M]. New York:Free Press,1991.
[20]Biel A. L. How Brand Image Drives Brand Equity[J]. Journal of Advertising Reseach,1992,6:6-12.
[21]David James. Guilty through association:brand association transfer to brand alliances[J]. The Journal of Consumer Marketing,2005,22(1):14-25.
[22]A Belen del Rio, Rodolfo Vazquez, Victor Iglesias. The effects of brand associations on consumer response[J]. The Journal of Consumer Marketing,2001,18(4/5):410-426.
[23]Park. C. W, S. Milberg, R. Lawson. Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency [J]. Journal of Consumer Resaerch,1991,18: 185-193.
[24]Boush D M, Loken B A. Process tracing study of brand extension evaluation [J]. Journal of Marketing Research,1991, 28 (2):16-28.
[25]Aaker. D. A, Keller. K. L. Consumer evaluations of brand extension[J]. Journal of Marketing,1990,54(1):27-41.
[26]Broniarczyk. S. M, Alba. J. W. The importance of the brand in brand extension [J]. Journal of Marketing research,1994,31(2) 214-229.
[27]Keller K. L, Aaker D. A. The effect of sequential introduction of brand extensions[J]. Journal of Marketing Research,1992,29(1):35-50.
[28]Tauber. E. M. Brand leverage:Strategy for growth in a cost-control world [J]. Journal of Advertising Research,1988, 7:26-33.
[29]Nijssen E. J, R. Vijl, P. Bucklin. The effect of involvement on brand extensions [R].24th European Marketing Academy Conference.1995.
[30]Boush. D. M, Loken. B. A. Process trancing study of brand extension [J]. Journal of Marketing Research,1994,31(2): 214-229.
[31]Mark. S. Glynn, Roderick. J. Brodie. The importance of brand-specific associations in brand extenson:further empirical results. [J] Journal of Product & Brand Management, 1998,7(6):509-518.
[32]Mita Sujan, James R. Bettman. The effects of brand positioning strategies on consumers'brand and category perceptions:some insight from schema research[J]. Journal of Marke ting Recearch,1989,11:454-467.
[33]Susan M. Broniarczyk, Joseph W. Alba. The importance of the brand in brand extension [J]. Journal of Marketing Research, 1994,5:214-228.
[34]Judith Lynne Zaichkowsky. Research notes:The personal involvement inventory:Reduction, Revision, and application to advertising[J]. Journal of Advertising,1994,23(4):59-70.
[35]Resnik A, Stern B L. An analysis of information content in television advertising[J]. Joural of Marketing,1977,41(1): 50-53.
[36]Bottom ley P A, Holden S J S. Do we really know hoe consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies[J]. Journal of Marketing Research,2001,38:494-500.
[37]Bhat S, Reddy K S. The impact of parent brand attribute associations and effect on brand extension evaluation[J]. Journal of Business Research,2001,53:111-122.