基于顾客忠诚度的品牌延伸研究
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摘要
本文主要在结合品牌延伸学和消费者行为学中的忠诚度理论的基础上,对品牌延伸展开实证研究。
理论研究方面,在文献回顾的基础上,结合国内外品牌延伸的理论与实践,探讨了消费者忠诚度的各个因素对品牌延伸的影响。以质量忠诚、条件忠诚、风险忠诚、知识忠诚、情感忠诚五个维度直接体现品牌忠诚度,以品牌形象、品牌认知、契合度间接体现品牌忠诚度。同时,通过比较分析原有品牌和不同延伸产品的效果,以普通消费者作为研究群体,以日用消费品品牌为研究对象,研究假设影响延伸成功的直接因素和中介因素。为品牌忠诚度的品牌延伸评价模型的建立打下基础,最终提炼出本论文研究基础和出发点,论证了在执行品牌延伸战略之前研究消费者行为心理的重要性。
模型建立方面:本文在研究了消费者忠诚度视角下影响品牌延伸的因素之后,提出了消费者品牌忠诚对品牌延伸的影响模型,并综合运用营销管理理论、消费者行为学理论、品牌延伸理论、系统工程学理论、数学建模等多学科的理论知识对此进行检验和修正。其中,通过信度和效度分析检验量表的稳定性和可靠性,利用因子分析法提取主成分变量,线性回归检验各因素对品牌延伸的影响,采用T检验对比不同延伸策略下各维度的显著性,为国内品牌延伸建设和消费者忠诚度的培养提出相关策略和建议。
主要得出以下结论:
1、除却知识忠诚,其他七个变量均与品牌延伸显著正相关;
2、所有变量中,情感忠诚的相关系数最高,质量忠诚其次;
3、企业进行品牌延伸需要加强以下几个方面的修炼:培养消费者情感忠诚,提高品牌形象,保证产品质量,注重渠道建设,提升企业品牌知名度,采用主副品牌营销策略等,以达到保持品牌延伸契合度一致性的目的。
The paper combined the theory of brand extension and loyalty index of consumer behavior to empirical research the brand extension.
Reviewed the literatures and the application of brand extension at home and abroad,we researched different elements of comuser loyalty how to affect brand extension.We reflected brand extension by quality loyalty,condition loyalty,risk loyalty,knowledge loyalty and emotion loyalty directly,and by brand image,brand awareness,and perceptural fit indirectly.And we compared the difference of original product and line extension to research the direct and intermediary influence of the supposed success line extension product,which laid for the establishment of the brand extension evaluation model.
After researching the factors of brand extension in the view of consumer loyalty,we put forward the influence model of how consumer loyalty affects brand extension,and revised it with the multidisciplinary theory of marketing management,consumer behavior,brand extension, system engineering, mathematical modeling.Then,we researched the influence of all factors to brand extension by reliability,validity analysis,T-test,finally made a conculsion as follows:
1.The other seven index is obvious positive relevant to brand extension except knowledge;
2.The correlation coefficient of emotion loyalty is biggest,and the quality loyalty is next;
3.Enterprise should enhance the management of consumer emotion loyalty,brand image,product quality,channel construction, brand awareness and marketing strategy of product and by-product to keep the consistence to perceptural fit of brand extension.
理论研究方面,在文献回顾的基础上,结合国内外品牌延伸的理论与实践,探讨了消费者忠诚度的各个因素对品牌延伸的影响。以质量忠诚、条件忠诚、风险忠诚、知识忠诚、情感忠诚五个维度直接体现品牌忠诚度,以品牌形象、品牌认知、契合度间接体现品牌忠诚度。同时,通过比较分析原有品牌和不同延伸产品的效果,以普通消费者作为研究群体,以日用消费品品牌为研究对象,研究假设影响延伸成功的直接因素和中介因素。为品牌忠诚度的品牌延伸评价模型的建立打下基础,最终提炼出本论文研究基础和出发点,论证了在执行品牌延伸战略之前研究消费者行为心理的重要性。
模型建立方面:本文在研究了消费者忠诚度视角下影响品牌延伸的因素之后,提出了消费者品牌忠诚对品牌延伸的影响模型,并综合运用营销管理理论、消费者行为学理论、品牌延伸理论、系统工程学理论、数学建模等多学科的理论知识对此进行检验和修正。其中,通过信度和效度分析检验量表的稳定性和可靠性,利用因子分析法提取主成分变量,线性回归检验各因素对品牌延伸的影响,采用T检验对比不同延伸策略下各维度的显著性,为国内品牌延伸建设和消费者忠诚度的培养提出相关策略和建议。
主要得出以下结论:
1、除却知识忠诚,其他七个变量均与品牌延伸显著正相关;
2、所有变量中,情感忠诚的相关系数最高,质量忠诚其次;
3、企业进行品牌延伸需要加强以下几个方面的修炼:培养消费者情感忠诚,提高品牌形象,保证产品质量,注重渠道建设,提升企业品牌知名度,采用主副品牌营销策略等,以达到保持品牌延伸契合度一致性的目的。
The paper combined the theory of brand extension and loyalty index of consumer behavior to empirical research the brand extension.
Reviewed the literatures and the application of brand extension at home and abroad,we researched different elements of comuser loyalty how to affect brand extension.We reflected brand extension by quality loyalty,condition loyalty,risk loyalty,knowledge loyalty and emotion loyalty directly,and by brand image,brand awareness,and perceptural fit indirectly.And we compared the difference of original product and line extension to research the direct and intermediary influence of the supposed success line extension product,which laid for the establishment of the brand extension evaluation model.
After researching the factors of brand extension in the view of consumer loyalty,we put forward the influence model of how consumer loyalty affects brand extension,and revised it with the multidisciplinary theory of marketing management,consumer behavior,brand extension, system engineering, mathematical modeling.Then,we researched the influence of all factors to brand extension by reliability,validity analysis,T-test,finally made a conculsion as follows:
1.The other seven index is obvious positive relevant to brand extension except knowledge;
2.The correlation coefficient of emotion loyalty is biggest,and the quality loyalty is next;
3.Enterprise should enhance the management of consumer emotion loyalty,brand image,product quality,channel construction, brand awareness and marketing strategy of product and by-product to keep the consistence to perceptural fit of brand extension.
引文
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[2] Keller K L,Aaker D A. The effects of sequential introduction of brand extensions [J]. Journalof Marketing Research,1992,29(1):35-50.
[3] Reddy S.K., S.Holak, and S.Bhat.To Extend or Not to Extend: Successes Determinants off Line Extensions [J].Journal of Marketing Research, 1994, 31.
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[5]卢泰宏,谢飙.品牌延伸的评估模型[J].中山大学学报,1997 Vo1. 6.
[6]银成钺,于洪彦.延伸产品价格与延伸相似度对品牌延伸评价的交互影响[C].中国市场学会2006年年会暨第四次全国会员代表大会论文集.
[7] Wernerfelt B. Umbrella branding as a signal of new product quality: an example of signalling by posting abond brand [J]. Journal of Economics,1988,19(3) :458-466.
[8] Wilson L O,Norton J A. Optimal entry timing for a product line extension [J]. Marketing Science,1989,8(1):1-17.
[9] Montgomery C A,Wernerfelt B. Risk reduction and umbrella branding [J]. Journal of Business,1992,65(1):31-50.
[10] Sullivan M W. Measuring image spillovers in umbrella branded products [J]. Journal ofBusiness,1990,63(3) :309-329.
[11] Smith D C,Park C W. The effects of brand extensions on market share and advertising efficiency [J]. Journal of Marketing Research,1992,29(3) :296-313.
[12]薛可.品牌扩张:延伸与创新[M].北京大学出版社,2003.
[13]江智强.论品牌成功延伸的基本心理[J].商业研究.2003/24:18-20.
[14]余明阳.论品牌延伸的评估模型[J].特区经济,2003,(3).
[15]刘勇,刘凤军.品牌延伸的AHP综合评价模型及实证分析[J].兰州学刊,2006, Vo1.6.
[16] Loken Barbra John Deborah Roedder. Diluting brand beliefs:When do brandextensions have a negative impact? [J].Journal of Marketing,1993, 57(3): 71-84.
[17] Tauber E M. Brand franchise extensions: new product benefit from existing name[J]. Business Horizions, 1988, 24(2): 36-41.
[18] Aaker D.A., Keller K.L.Consumer Evaluation and Brand extension [J].Journal of Marketing Research, 1990, (54).
[19]余明阳,薛可.品牌延伸:资产价值转移与理论模型创建[J].南开管理评论,2003,(3).
[20] Park, C. W , Lessig, V . The Elusive Role of Price in Brand Choice Behavior[J].Association for Consumer Research, 1983.6; 320-324.
[21] Marsh, H. W.&Hocevar, D. The application of confirmatory factor analysis to the study of self-concept:first and higher order factor structures and their invariance across age groups[J]. Psychological Bulletin, 2001,97(3): 562-582.
[22] Schmidt, J. B.&Dube, R. A proposed model of external consumer information search[J].Academy of Marketing Science Journal, 1994, 24(3): 246-256.
[23] Park C.and heuristics,W.&Milberg V. L. Familiarity and its impact on consumer decision biases[J].Journal of Consumer Research 1991, 8(2): 223-230.
[24] Rangaswamy,A.Burke,R. R.&Oliva,T. A. Brand equity and the extendibility of brand names[J]. International Journal of Research in Marketing, 1993, 10(1): 61-75.
[25] Smith, D. C.&Andrews, C. W. The effects of brand extensions on market share andadvertising efficiency[J]. Journal of Marketing Research, 1995 29(3): 296-313.
[26] Barbara, H.&John, C. Applications of structural equation modeling in marketing and consumer research: A review [J].International Journal of Research in Marketing, 1993,13(1):139-161.
[27] Broniarczyk,S .M.&Alba,J .W.extension, The importance of the brand in brand [J]. Journal of Marketing Research, 1994, 31(2): 214-228.
[28] Dacin, K.&Smith, M. The role of corporate image and extension similarity in service brand extensions[J]. Journal of Economic Psychology, 1994, 21(6): 639-659.
[29] Dawar N,Anderson P F .The effects of order and direction of multiple brand extensions [J].Journal of Business Research, 1994, 30(2): 119-129.
[30] Swaminathan, V.,Fox, R. J.,&Reddy, S. K. The impact of brand extension introduction on choice[J]. Journal of Marketing, Chicago, 2001,65(4):1-15.
[31] Chung K.and Core Brands.Kim,Smith M& Lavack.Consumer Evaluation of Vertical Brand Extensions and Core Brand[J].Journal of Business Research 2001 (52): 211-222.
[32] Michael J B,Paul W M, Jean B R. The influence of positive mood on brand extension evaluations[J]. Journal of Consumer Research, 2000, 26(4): 386-399.
[33] Broniarczyk S M,Alba J W. The important of the brand in brand extension. [J].Journal of Marketing Research, 1994, 31(2): 214-228.
[34] Smith, D. C.& Park, C. W. The Effects of Brand Extension on Market Share and Advertising Efficiency[J]. Journal of Marketing Research, 1992,29(3): 296-313.
[35] Nijssen, E. J.& Agustin, C. Brand extensions: Amanager's perspective[J]. Journal of Brand Management, 2005, 13(1): 33-49.
[36] Hansen, H.&Hem, L. Brand Extension Evaluations: Effects of Affective Commitment,Involvement, Price Consciousness and Preference for Building in the Extension Category[J]. Advances in Consumer Research, 2003, 31(1):375-383.
[37] Barone, M. J. The Interactive Effects of Mood and Involvement on Brand Extension Evaluations[J]. Journal of Consumer Psychology, 2005, I5(3): 263-272.
[38] Alokparna analytic versus B M. Cultural differences in brand extension evaluation: The role of holistic thinking[J].University of Minnesota, 2004.
[39] Klink, R. R.& Smith, D. C. Threats to the External Validity of Brand Extension Research[J]. Journal of Marketing Research, 2001, 38(3): 326-335.
[40] Howard John JagdishSheth. The Theory of Buyer Behavior[M]. New York: JohnWiley&Sons Inc, 1969.
[41] Aaker D. A. Managing brand equity: Capitalizing on the value of a brand[M].New York:The Free Press, 1991.
[42] Oliver, Richard L. Whence Consumer Loyalty[J],Journal of Marketing- 1999, 63: 33 -44.
[43] Dick A S,Basu K. Customer Loyalty: Toward an Integrated Conceptual Framework[J]. Journal of the Academy of Marketing Science, 1994, 22: 99-113.
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