品牌延伸的消费者认知不对称研究
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摘要
如今,品牌延伸已经成为企业推出新产品时的一种常用并且有效的营销模式。从企业的品牌延伸战略出发,品牌延伸是企业对品牌无形资产的充分运用和战略性的发掘。品牌延伸战略以其的独特优点,已经成为众多企业的现实选择。但是,品牌延伸策略运用不当或者把握不准,会产生很多消极后果。在学术界,品牌延伸问题已经成为了品牌领域的重要研究问题。
本论文的研究以消费者认知不对称为研究前提,以消费者认知元“和”、“谐”为主线,在品牌、原有产品和延伸产品三者之间的四维不对称认知模型的基础上,通过实证研究探究消费者对延伸产品与品牌、延伸产品与原产品之间的认知对购买决策的影响机理,并创新性的提出并研究了消费者认知不对称对购买的影响机理。本论文的研究对完善品牌延伸的消费者认知理论体系和优化企业品牌延伸战略决策有一定的现实意义。
本论文主要研究品牌延伸中的消费者认知问题,首先,简要介绍了本论文的研究背景、研究意义、研究方法、论文的框架结构和论文的创新点;其次,根据本文的研究范围,从三个方面对国内外相关研究成果进行了分析和总结;再次,对本论文的研究设计进行了详细的说明,阐述了认知不对称设计的要素和定义,根据建立的理论模型,设立研究假设,并对认知元进行初步的识别,设计并发放调查问卷;最后,对调查问卷的结果进行了分析和总结,分别对需求满足类、观念态度类和情感忠诚类认知元的“和”、“谐”及其对购买的影响进行了分析,并对消费者认知进行了综合分析。
Today, brand extendtion has become an effective marketing model to introduce a new product. From the corporate brand extension strategy, it is making full use of intangible assets.Because it has many unique advantages, so many corporates choose brand extension stratege. But if it has been used undeserved, it can produce many negative consequences. In the academic circle, brand extension has become one important research item of the brand field.
With the consumer asymmetric cognition as research premise and with consumer cognitive“He”,“Xie”as the main line, this paper is on the base of the four-dimensional asymmetric cognitive model of brand, extended product and original product. Through an empirical research, this paper study on the influence mechanism of consumer cognition of brand, extended product and original product. It innovatively puts forward and studys the influence mechanism of asymmetric cognition. It has certain practical significance to complete cognitive theory system and optimize enterprise brand extension strategic.
This paper mainly studies the consumer cognitive problems of brand extension. Firstly, this paper briefly introduces the research background, the research significance, the research methods, its structure and its innovations. Secondly, according to this paper’s research scope, it analyzes and summarizes home and abroad related research achievements from three aspects.Thirdly, it descripes its study design, expounds the meaning of asymmetric cognition. According to the established theory model, it establishes the research hypotheses, distinguishes the cognitive item and designs and releases the questionnaires. Finally, through analyzing the questionnaire results, it analyzes“he”,“xie”and the influence to purchase of the cognitive item, including demand meet items, concept attitude items and emotional loyalty item.
本论文的研究以消费者认知不对称为研究前提,以消费者认知元“和”、“谐”为主线,在品牌、原有产品和延伸产品三者之间的四维不对称认知模型的基础上,通过实证研究探究消费者对延伸产品与品牌、延伸产品与原产品之间的认知对购买决策的影响机理,并创新性的提出并研究了消费者认知不对称对购买的影响机理。本论文的研究对完善品牌延伸的消费者认知理论体系和优化企业品牌延伸战略决策有一定的现实意义。
本论文主要研究品牌延伸中的消费者认知问题,首先,简要介绍了本论文的研究背景、研究意义、研究方法、论文的框架结构和论文的创新点;其次,根据本文的研究范围,从三个方面对国内外相关研究成果进行了分析和总结;再次,对本论文的研究设计进行了详细的说明,阐述了认知不对称设计的要素和定义,根据建立的理论模型,设立研究假设,并对认知元进行初步的识别,设计并发放调查问卷;最后,对调查问卷的结果进行了分析和总结,分别对需求满足类、观念态度类和情感忠诚类认知元的“和”、“谐”及其对购买的影响进行了分析,并对消费者认知进行了综合分析。
Today, brand extendtion has become an effective marketing model to introduce a new product. From the corporate brand extension strategy, it is making full use of intangible assets.Because it has many unique advantages, so many corporates choose brand extension stratege. But if it has been used undeserved, it can produce many negative consequences. In the academic circle, brand extension has become one important research item of the brand field.
With the consumer asymmetric cognition as research premise and with consumer cognitive“He”,“Xie”as the main line, this paper is on the base of the four-dimensional asymmetric cognitive model of brand, extended product and original product. Through an empirical research, this paper study on the influence mechanism of consumer cognition of brand, extended product and original product. It innovatively puts forward and studys the influence mechanism of asymmetric cognition. It has certain practical significance to complete cognitive theory system and optimize enterprise brand extension strategic.
This paper mainly studies the consumer cognitive problems of brand extension. Firstly, this paper briefly introduces the research background, the research significance, the research methods, its structure and its innovations. Secondly, according to this paper’s research scope, it analyzes and summarizes home and abroad related research achievements from three aspects.Thirdly, it descripes its study design, expounds the meaning of asymmetric cognition. According to the established theory model, it establishes the research hypotheses, distinguishes the cognitive item and designs and releases the questionnaires. Finally, through analyzing the questionnaire results, it analyzes“he”,“xie”and the influence to purchase of the cognitive item, including demand meet items, concept attitude items and emotional loyalty item.
引文
[1] David Aaker ,Brand Extensions : The Good , TheBad ,and the Ugly[J],Slona Management Review ,1990,(2):11-18
[2]周明,易怡.品牌延伸对品牌权益影响之实证研究[J].2004,7(4):44～49
[3] Laforet.S. Corporate Brand Hierarchies, Doctoral Dissertation. LoughboruoghUniversity of Technology, 1995,67-69
[4] Fiske S T, Pavelchak M A. Category-based versus piecemeal-based affective responses: developments in schema-triggered effect. In: Sorrentino RM, Higgins ET ed. Handbook of motivation and cognition. NewYork: Guilford Press, 1986,(1): 167-204
[5] Tauber E M. Brand franchise extensions: new product benefit from existing brand name [J]. Business Horizions, 1988,24(2):36-41
[6] Sheinin. Daniel A., Schmitt. Bernd H. Extending Brands with New Product Concepts: The Role of Category Attribute Congruity, Brand Affect, and Brand Breadth. Journal of Business Research, 1994,(1):1-10
[7] Sheri Bridges, Kevin Lane Keller, Sanjay Sood. Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links. Journal of Advertising,2000,29(4):1-11
[8] Swaminathan. Vanitha, Fox. Richard J., Reddy. Srinavas K. The Impact of Brand Extension Introduction on Choice. Journal of Marketing, 2001,(4):1-15
[9] Klink. Richard R., Smith. Daniel C.. Threats to the External Validity of Brand Extension Research. Journal of Marketing Research, 2001,(3):326-335
[10]符国群.品牌延伸研究:回顾与展望[J].中国软科学,2003,(1):75-81
[11]裘晓东,赵平.如何实施成功的品牌延伸战略[J].商业研究,2003,(3):134-135
[12]王丰国,王海静,刘辉.影响品牌延伸决策的主要因素分析[J].特区经济,2005,(7):271-272
[13]丁家永.品牌延伸心理模型及其消费者分析研究[J].南京师大学报,2005,(3):96-99
[14]谢奉军,罗明.品牌延伸的关键因素与实施策略[J].中国经贸导刊,2006,(5):52-53
[15]邓炯,袁玲.品牌延伸中的感知匹配研究[J].求索,2007,(8):76-78
[16]叶秀荣,胡培.品牌延伸契合度对延伸产品信任的影响:感知风险的中介作用[J].西南民族大学学报,2009, (5):181-184
[17] Aaker D A, Keller K L. Consumer evaluation of brand extensions [J]. Journal of Marketing, 1990, 54(1):27-41
[18] Smith. Daniel C.,Park.C.Whan. Choice in Context: Tradeoff Contrast and Extremeness Aversion. Journal of Marketing Research,1992, 29(3):296-313
[19] Leif E. Hem, Nina M. Iversen. Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions. International Journal of Market Research,2009,(6):797-818
[20]王方华,陈洁.品牌基础问题研究评述[J].管理学报,2006,3 (5):622-628
[21]符国群,丁嘉莉.消费者对品牌延伸的评价:拥有者效应[J].管理学报,2008,5(4):528-536
[22]许亚磊,丁志远.消费者对品牌延伸评价的影响因素研究[J].商业时代,2008,(13):37-38
[23] Peter A. Dacin, Daniel C. Smith. The Effects of Adding Products to a Brand on Consumers' Evaluations of New Brand Extensions. Advances in Consumer Research, 1993,20(1):594-598
[24] Kevin Lane Keller. The Effects Of Corporate Branding Strategies On Brand Equity. Advances in Consumer Research, 1993,20(1):27
[25] Desai, Kalpesh Kaushik,Keller, Kevin Lane. The Effects of Ingredient Branding Strategies on Host Brand Extendibility. Journal of Marketing,2002,66(1):73-93
[26] Guoqun Fu, Saunders. John, Riliang Qu. Brand Extensions in Emerging Markets: Theory Development and Testing in China. Journal of Global Marketing, 2009,22(3):217-228
[27] Yorkston. Eric A, Nunes. Joseph C, Matta. Shashi. The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions. Journal of Markeing,2010,(1):80-93
[28]廖永伦.论品牌的包容力与延伸力[J].装饰,2005,(3):115
[29]何炜.基于结构方程模型的品牌延伸评价及实证研究[J].系统工程,2009,27(8):95-100
[30] Broniarczyk. Susan, Hutchinson. J. Wesley. What consumers `really' know and what they `think' they know: Investigations into the Determinants of Confidence and Performance. Advances in Consumer Research, 1992,19(1):191
[31] Dacin.Peter A., Smith. Daniel C.. The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions. Journal of Marketing Research,1994,31(2):229-242
[32] Ingrid M.Martin,David W.Stewart. The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity. Journal of Marketing Research,2001 ,(12):471-484
[33] Bapat. Dhananjay, Panwar. J.S.. CONSUMER EVALUATION OF BRAND EXTENSIONS: AN EMPIRICAL ASSESSMENT IN THE INDIAN CONTEXT. Vision,2009,13(2):47-52
[34]符国群.消费者对品牌延伸的评价:运用残差中心化方法检验Aaker和Keller模型[J].中国管理科学,2001,9(5):63-67
[35]陈卓浩,鲁直.品牌个性匹配对品牌延伸态度影响研究——基于感知匹配度内涵的分析[J].中国工业经济,2008,(10):85-96
[36]张崇辉,刘丽.消费者态度与品牌延伸策略[J].城市问题,2008 ,(12):58-61
[37] Maoz Eyal,Tybout Alice M. The Moderating Role of Involvement and Differentiation in the Evaluation of Brand Extensions.Journal of Consumer Psychology, 2002(12):119-131
[38] Huifang Mao, H.Shanker Krishnan. Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model. Journal of Consumer Research,2006,33(1):41-49
[39] Guoqun Fu,Jiali Ding,Riling Qu. Ownership effects in consumers' brand extension evaluations. Journal of Brand Management, 2009,16(4):221-233
[40]李青.基于消费者产品知识特征的品牌延伸评价模型研究[J].生产力研究,2008,(14):77-79
[41]孙平,王兴元.基于系统分析角度的品牌延伸评价的内在机制研究[J].企业管理,2009,(18):173-175
[42] Sheena. Consumer Attitude Towards Brand Extensions: An Integrative Model from the Indian Perspective. IUP Journal of Brand Management, 2009,6(3/4):51-62
[2]周明,易怡.品牌延伸对品牌权益影响之实证研究[J].2004,7(4):44～49
[3] Laforet.S. Corporate Brand Hierarchies, Doctoral Dissertation. LoughboruoghUniversity of Technology, 1995,67-69
[4] Fiske S T, Pavelchak M A. Category-based versus piecemeal-based affective responses: developments in schema-triggered effect. In: Sorrentino RM, Higgins ET ed. Handbook of motivation and cognition. NewYork: Guilford Press, 1986,(1): 167-204
[5] Tauber E M. Brand franchise extensions: new product benefit from existing brand name [J]. Business Horizions, 1988,24(2):36-41
[6] Sheinin. Daniel A., Schmitt. Bernd H. Extending Brands with New Product Concepts: The Role of Category Attribute Congruity, Brand Affect, and Brand Breadth. Journal of Business Research, 1994,(1):1-10
[7] Sheri Bridges, Kevin Lane Keller, Sanjay Sood. Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links. Journal of Advertising,2000,29(4):1-11
[8] Swaminathan. Vanitha, Fox. Richard J., Reddy. Srinavas K. The Impact of Brand Extension Introduction on Choice. Journal of Marketing, 2001,(4):1-15
[9] Klink. Richard R., Smith. Daniel C.. Threats to the External Validity of Brand Extension Research. Journal of Marketing Research, 2001,(3):326-335
[10]符国群.品牌延伸研究:回顾与展望[J].中国软科学,2003,(1):75-81
[11]裘晓东,赵平.如何实施成功的品牌延伸战略[J].商业研究,2003,(3):134-135
[12]王丰国,王海静,刘辉.影响品牌延伸决策的主要因素分析[J].特区经济,2005,(7):271-272
[13]丁家永.品牌延伸心理模型及其消费者分析研究[J].南京师大学报,2005,(3):96-99
[14]谢奉军,罗明.品牌延伸的关键因素与实施策略[J].中国经贸导刊,2006,(5):52-53
[15]邓炯,袁玲.品牌延伸中的感知匹配研究[J].求索,2007,(8):76-78
[16]叶秀荣,胡培.品牌延伸契合度对延伸产品信任的影响:感知风险的中介作用[J].西南民族大学学报,2009, (5):181-184
[17] Aaker D A, Keller K L. Consumer evaluation of brand extensions [J]. Journal of Marketing, 1990, 54(1):27-41
[18] Smith. Daniel C.,Park.C.Whan. Choice in Context: Tradeoff Contrast and Extremeness Aversion. Journal of Marketing Research,1992, 29(3):296-313
[19] Leif E. Hem, Nina M. Iversen. Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions. International Journal of Market Research,2009,(6):797-818
[20]王方华,陈洁.品牌基础问题研究评述[J].管理学报,2006,3 (5):622-628
[21]符国群,丁嘉莉.消费者对品牌延伸的评价:拥有者效应[J].管理学报,2008,5(4):528-536
[22]许亚磊,丁志远.消费者对品牌延伸评价的影响因素研究[J].商业时代,2008,(13):37-38
[23] Peter A. Dacin, Daniel C. Smith. The Effects of Adding Products to a Brand on Consumers' Evaluations of New Brand Extensions. Advances in Consumer Research, 1993,20(1):594-598
[24] Kevin Lane Keller. The Effects Of Corporate Branding Strategies On Brand Equity. Advances in Consumer Research, 1993,20(1):27
[25] Desai, Kalpesh Kaushik,Keller, Kevin Lane. The Effects of Ingredient Branding Strategies on Host Brand Extendibility. Journal of Marketing,2002,66(1):73-93
[26] Guoqun Fu, Saunders. John, Riliang Qu. Brand Extensions in Emerging Markets: Theory Development and Testing in China. Journal of Global Marketing, 2009,22(3):217-228
[27] Yorkston. Eric A, Nunes. Joseph C, Matta. Shashi. The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions. Journal of Markeing,2010,(1):80-93
[28]廖永伦.论品牌的包容力与延伸力[J].装饰,2005,(3):115
[29]何炜.基于结构方程模型的品牌延伸评价及实证研究[J].系统工程,2009,27(8):95-100
[30] Broniarczyk. Susan, Hutchinson. J. Wesley. What consumers `really' know and what they `think' they know: Investigations into the Determinants of Confidence and Performance. Advances in Consumer Research, 1992,19(1):191
[31] Dacin.Peter A., Smith. Daniel C.. The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions. Journal of Marketing Research,1994,31(2):229-242
[32] Ingrid M.Martin,David W.Stewart. The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity. Journal of Marketing Research,2001 ,(12):471-484
[33] Bapat. Dhananjay, Panwar. J.S.. CONSUMER EVALUATION OF BRAND EXTENSIONS: AN EMPIRICAL ASSESSMENT IN THE INDIAN CONTEXT. Vision,2009,13(2):47-52
[34]符国群.消费者对品牌延伸的评价:运用残差中心化方法检验Aaker和Keller模型[J].中国管理科学,2001,9(5):63-67
[35]陈卓浩,鲁直.品牌个性匹配对品牌延伸态度影响研究——基于感知匹配度内涵的分析[J].中国工业经济,2008,(10):85-96
[36]张崇辉,刘丽.消费者态度与品牌延伸策略[J].城市问题,2008 ,(12):58-61
[37] Maoz Eyal,Tybout Alice M. The Moderating Role of Involvement and Differentiation in the Evaluation of Brand Extensions.Journal of Consumer Psychology, 2002(12):119-131
[38] Huifang Mao, H.Shanker Krishnan. Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model. Journal of Consumer Research,2006,33(1):41-49
[39] Guoqun Fu,Jiali Ding,Riling Qu. Ownership effects in consumers' brand extension evaluations. Journal of Brand Management, 2009,16(4):221-233
[40]李青.基于消费者产品知识特征的品牌延伸评价模型研究[J].生产力研究,2008,(14):77-79
[41]孙平,王兴元.基于系统分析角度的品牌延伸评价的内在机制研究[J].企业管理,2009,(18):173-175
[42] Sheena. Consumer Attitude Towards Brand Extensions: An Integrative Model from the Indian Perspective. IUP Journal of Brand Management, 2009,6(3/4):51-62
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