品牌联想视角下品牌延伸相似度的测量
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摘要
品牌联想在以往的研究中主要用于测查品牌结构。基于品牌联想的理论视角,在已有理论研究的基础上提出品牌延伸相似度测量的新方法。通过实证研究,对比分析传统量表测量方法和基于品牌联想的测量方法,验证基于品牌联想的品牌延伸相似度测量方法的可行性。在测量的客观性与具体性上,基于品牌联想的测量方法具有较大优势,有助于识别出品牌原产品与延伸产品之间相似与否的具体属性,对理论研究和市场经营管理具有重要意义。
Brand association was used to examine the brand structure in prior researches. Based on the theoretical perspective of brand association,a new mesurement method of similarity degree of brand extension is proposed accoding to existed theoretical researches. Through empirical research, the mesurement method of traditional scale and the mesurement method based on brand association are compared and analyzed in order to validate the feasibility of mesurement method of similarity degree of brand extension based on brand association. The mesurement method based on brand association possesses has more advantages in objectivity and concreteness,which is helpful to identify the specific similar attributes or dissimilar attributes between original product and extension product of a brand,and is of great significance for theoretical research and market operation and management.
Brand association was used to examine the brand structure in prior researches. Based on the theoretical perspective of brand association,a new mesurement method of similarity degree of brand extension is proposed accoding to existed theoretical researches. Through empirical research, the mesurement method of traditional scale and the mesurement method based on brand association are compared and analyzed in order to validate the feasibility of mesurement method of similarity degree of brand extension based on brand association. The mesurement method based on brand association possesses has more advantages in objectivity and concreteness,which is helpful to identify the specific similar attributes or dissimilar attributes between original product and extension product of a brand,and is of great significance for theoretical research and market operation and management.
引文
[1]Aaker D A,Keller K L.Consumer evaluation of brand extensions[J].Journal of Marketing,1990,54(1):27-41.
[2]Batra R,Lenk P,Wedel M.Brand extension strategy planning:empirical estimation of brand-category personality fit and a typicality[J].Journal of Marketing Research,2010,47(2):335-347.
[3]Meyvis T,Goldsmith K,Dhar R.The importance of the context in brand extension:how pictures and comparisons shift consumers’focus from fit to quality[J].Journal of Marketing Research,2012,49(2):206-217.
[4]Shen Y C,Bei L,Chu C H.Consumer evaluations of brand extension:the roles of case-based reminding on brand-to-brand similarity[J].Psychology&Marketing,2011,28(1):91-113.
[5]Carter R E,Curry D J.Perceptions versus performance when managing extensions:new evidence about the role of fit between a parent brand and an extension[J].Journal of the Academy of Marketing Science,2013,41(2):253-269.
[6]Buil I,de Chernatony L,Hem L E.Brand extension strategies:perceived fit,brand type,and culture influences[J].European Journal of Marketing,2009,43(11):1300-1324.
[7]Chang B H,Chan-Olmsted S M.Success factors of cable network brand extension:focusing on the parent network,composition,fit,consumer characteristics,and viewing habits[J].Journal of Broadcasting&Electronic Media,2010,54(4):641-656.
[8]叶芝,江明华,李季.奢侈品的品牌延伸评价:广告类型、契合度的影响[J].经济管理,2010,32(4):92-101.
[9]刘雯.基于CM矩阵的品牌延伸契合度的评价[J].江苏商论,2009(6):85-87.
[10]吴川,张黎,郑毓煌,等.母品牌类型、母品牌与延伸产品匹配类型的调节作用[J].南开管理评论,2012,15(6):51-61.
[11]Tauber E M.Brand leverage:strategy for growth in a cost-control world[J].Journal of Advertising Research,1988,28(4):26-30.
[12]Boush D M,Loken B.A process-tracing study of brand extension evaluation[J].Journal of Marketing Research,1991,28(1):16-28.
[13]Park C W,Milberg S,Lawson R.Evaluation of brand extensions:the role of product similarity and brand concept consistency[J].Journal of Consumer Research,1991,18(2):185-193.
[14]Broniarczyk S M,Alba J W.The importance of the brand in brand extension[J].Journal of Marketing Research,1994,31(2):243-62.
[15]Bridges S,Keller K L,Sood S.Communication strategies for brand extensions:enhancing perceived fit by establishing explanatory links[J].Journal of Advertising,2000,29(4):1-11.
[16]Broniarczyk S,Hutchinson J W,Alba J W.What consumers‘really’know and what they‘think’they know:investigations into the determinants of confidence and performance[J].Advances in Consumer Research,1992,19(1):191-193.
[17]Bottomley P A,Holden S J S.Do we really know how consumers evaluate brand extensions?empirical generalizations based on secondary analysis of eight studies[J].Journal of Marketing,2001,38(4):494-500.
[18]Keller K L,Aaker D A.The effects of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-50.
[19]Keller K L.Conceptualizing,measuring and managing consumer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
[20]Krishnan H S.Characteristics of memory association:a consumer-based brand equity perspective[J].International Journal of Research in Marketing,1996,13(3):389-405.
[21]Boush D M.How advertising slogans can prime evaluations of brand extensions[J].Psychology and Marketing,1993,10(1):67-78.
[22]于兆吉.电子商务在线信誉评价理论与方法[M].北京:北京师范大学出版社,2012.
[2]Batra R,Lenk P,Wedel M.Brand extension strategy planning:empirical estimation of brand-category personality fit and a typicality[J].Journal of Marketing Research,2010,47(2):335-347.
[3]Meyvis T,Goldsmith K,Dhar R.The importance of the context in brand extension:how pictures and comparisons shift consumers’focus from fit to quality[J].Journal of Marketing Research,2012,49(2):206-217.
[4]Shen Y C,Bei L,Chu C H.Consumer evaluations of brand extension:the roles of case-based reminding on brand-to-brand similarity[J].Psychology&Marketing,2011,28(1):91-113.
[5]Carter R E,Curry D J.Perceptions versus performance when managing extensions:new evidence about the role of fit between a parent brand and an extension[J].Journal of the Academy of Marketing Science,2013,41(2):253-269.
[6]Buil I,de Chernatony L,Hem L E.Brand extension strategies:perceived fit,brand type,and culture influences[J].European Journal of Marketing,2009,43(11):1300-1324.
[7]Chang B H,Chan-Olmsted S M.Success factors of cable network brand extension:focusing on the parent network,composition,fit,consumer characteristics,and viewing habits[J].Journal of Broadcasting&Electronic Media,2010,54(4):641-656.
[8]叶芝,江明华,李季.奢侈品的品牌延伸评价:广告类型、契合度的影响[J].经济管理,2010,32(4):92-101.
[9]刘雯.基于CM矩阵的品牌延伸契合度的评价[J].江苏商论,2009(6):85-87.
[10]吴川,张黎,郑毓煌,等.母品牌类型、母品牌与延伸产品匹配类型的调节作用[J].南开管理评论,2012,15(6):51-61.
[11]Tauber E M.Brand leverage:strategy for growth in a cost-control world[J].Journal of Advertising Research,1988,28(4):26-30.
[12]Boush D M,Loken B.A process-tracing study of brand extension evaluation[J].Journal of Marketing Research,1991,28(1):16-28.
[13]Park C W,Milberg S,Lawson R.Evaluation of brand extensions:the role of product similarity and brand concept consistency[J].Journal of Consumer Research,1991,18(2):185-193.
[14]Broniarczyk S M,Alba J W.The importance of the brand in brand extension[J].Journal of Marketing Research,1994,31(2):243-62.
[15]Bridges S,Keller K L,Sood S.Communication strategies for brand extensions:enhancing perceived fit by establishing explanatory links[J].Journal of Advertising,2000,29(4):1-11.
[16]Broniarczyk S,Hutchinson J W,Alba J W.What consumers‘really’know and what they‘think’they know:investigations into the determinants of confidence and performance[J].Advances in Consumer Research,1992,19(1):191-193.
[17]Bottomley P A,Holden S J S.Do we really know how consumers evaluate brand extensions?empirical generalizations based on secondary analysis of eight studies[J].Journal of Marketing,2001,38(4):494-500.
[18]Keller K L,Aaker D A.The effects of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,29(1):35-50.
[19]Keller K L.Conceptualizing,measuring and managing consumer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
[20]Krishnan H S.Characteristics of memory association:a consumer-based brand equity perspective[J].International Journal of Research in Marketing,1996,13(3):389-405.
[21]Boush D M.How advertising slogans can prime evaluations of brand extensions[J].Psychology and Marketing,1993,10(1):67-78.
[22]于兆吉.电子商务在线信誉评价理论与方法[M].北京:北京师范大学出版社,2012.