品牌延伸类型选择:不同品牌概念下契合度和真实度对延伸产品态度的影响研究
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摘要
借助原品牌推出延伸产品以实施跨界业务突围是当下企业发展的大势。但关键是,哪种延伸类型更能影响消费者的延伸产品态度?基于品牌概念一致性理论和实验研究方法,本文对比研究了不同延伸类型在不同品牌概念下的适用性。实验结果表明:第一,当原品牌是功能型概念品牌时,因为消费者以产品类别为信息线索形成原品牌的联想模式,故契合度,即强调延伸产品要与原品牌在产品类别上相似的延伸类型,更能影响消费者的延伸产品态度;第二,当原品牌是象征型概念品牌时,因为消费者以符号属性为信息线索形成原品牌的联想模式,故真实度,即强调延伸产品要继承原品牌符号属性的延伸类型,更能影响消费者的延伸产品态度。
To implement cross-border business breakthrough,many enterprises launch new product using original Brand name. But the key point is that what type of cross-border extension can influence consumers' product attitude more effectively. Building on the theory of brand concept consistency and experimental studies,this paper explores the applicability of different extension mode under different brand concepts. Two experiments' result shows: first,when the original brand is indicative of the product functions,due to the product category is the information clue that consumer form association toward original brand,so fit,which emphasizes new product's similarity to original brand's product category,will influence consumers' extension attitude more effectively; second,when the original brand is symbolic,due to the symbolic attribution is the information clue that consumer form association toward original brand,so BEA,which emphasizes new product's inheritance of original brand's symbolic attribute,will influence consumers' extension attitude more effectively.
To implement cross-border business breakthrough,many enterprises launch new product using original Brand name. But the key point is that what type of cross-border extension can influence consumers' product attitude more effectively. Building on the theory of brand concept consistency and experimental studies,this paper explores the applicability of different extension mode under different brand concepts. Two experiments' result shows: first,when the original brand is indicative of the product functions,due to the product category is the information clue that consumer form association toward original brand,so fit,which emphasizes new product's similarity to original brand's product category,will influence consumers' extension attitude more effectively; second,when the original brand is symbolic,due to the symbolic attribution is the information clue that consumer form association toward original brand,so BEA,which emphasizes new product's inheritance of original brand's symbolic attribute,will influence consumers' extension attitude more effectively.
引文
[1]Tauber E.M.Brand Franchise Extensions:New Product Benefit from Existing Brand Name[J].Business Horizons,1981,24(2):36-41
[2]Volckner F.,Sattler H.Drivers of Brand Extension Success[J].Journal of Marketing,2006,70(2):18-34
[3]郑春东,陈雅,唐建生.感知契合度及其对品牌延伸评价影响的研究---一个基于E-PBE框架的综述[J].管理评论,2016,28(1):156-168
[4]Aaker D.A.,Keller K.L.Consumer Evaluations of Brand Extensions[J].Journal of Marketing,1990,2(54):27-41
[5]Spiggle S.,Nguyen H.T.,Caravella M.More Than Fit:Brand Extension Authenticity[J].Journal of Marketing Research,2012,49(6):967-983
[6]Tauber E.M.Brand Leverage:Strategy for Growth in A Cost-Control World[J].Journal of Advertising Research,1988,28(4):26-30
[7]Bottomley P.A.,Holden S.Do We Really Know How Consumers Evaluate Brand Extension?Empirical Generalizations Based on Secondary Analysis of Eight Studies[J].Journal of Marketing,2001,38(4):494-500
[8]于春玲,李飞,薛镭,等.中国情境下成功品牌延伸影响因素的案例研究[J].管理世界,2012,(6):147-162
[9]Boush D.M.,Loken B.A.Process-Tracing Study of Brand Extension Evaluation[J].Journal of Marketing Research,1991,28(1):16-28
[10]Dawar N.Extension of Broad Brands:The Role of Retrieval in Evaluation of Fit[J].Journal of Consumer Psychology,1996,5(2):189-207
[11]Broniarczyk S.M.,Alba J.W.The Importance of The Brand in Brand Extension[J].Journal of Marketing Research,1994,31(5):214-228
[12]Park C.W.,Miberg S.,Lawson R.Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency[J].Journal of Consumer Research,1991,18(2):185-193
[13]Gilmore J.H.,Pine B.J.Authenticity:What Consumer Really Want[M].Boston:Harvard Business Press,2007
[14]Keller K.L.Conceptualizing,Measuring and Managing Customer-Based Brand Equity[J].Journal of Marketing,1993,57(1):1-22
[15]Michel G.,Donthu N.Why Negative Brand Extension Evaluations Do Not Always Negatively Affect The Brand:The Role of Central and Peripheral Brand Associations[J].Journal of Business Research,2014,67(12):2611-2619
[16]郑春东,马珂,王寒.消费者特征对品牌延伸边界的影响研究---基于品牌联想视角[J].管理评论,2016,28(7):130-142
[17]Park C.W.,Jaworski B.J.,MacInnis D.Strategic Brand Concept-Image Management[J].Journal of Marketing,1986,50(4):135-145
[18]Torelli C.J.,Ahluwalia R.Extending Culturally Symbolic brands:A Blessing or a Curse?[J].Journal of Consumer Research,2012,38(5):933-947
[19]Jin L.,Zou D.Extend to Online or Offline?The Effects of Web-Brand Extension Mode,Similarity and Brand Concept on Consumer Evaluation[J].Journal of Marketing Management,2013,29(7-8):756-771
[20]Parker J.P.,Lehmam D.R.,Keller K.L.,et al.Building a Multi-Category Brand:When Should Distant Brand Extensions Be Introduced?[J].Journal of the Academy of Marketing Science,2017,62(9):1-17
[21]Baek T.H.,King K.W.When Comparative Valence Frame Affects Brand Extension Evaluations:The Moderating Role of ParentExtension Fit[J].International Journal of Advertising,2015,34(2):382-401
[22]Mervis B.C.,Rosch E.Categorization of Natural Objects[J].Annual Review of Psychology,1981,32(1):89-115
[23]Barsalou L.W.Ad Hoc Categories[J].Memory&Cognition,1983,11(3):211-227
[24]Hem L.E.,Lversen N.M.,Olsen L.E.Category Characteristics’Effects on Brand Extension Attitudes:A Research Note[J].Journal of Business Research,2014,67(8):1589-1594
[25]王小毅,马庆国.基于神经营销科学的品牌延伸评估探索:对A&K模型的修正[J].管理世界,2009,(11):115-121
[26]Kim J.,Yoon H.J.Association Ambiguity in Brand Extension[J].Journal of Advertising,2013,42(4):358-370
[27]Solomon M.R.The Role of Products as Social Stimuli:A Symbolic Interactionism Perspective[J].Journal of Consumer Research,1983,10(3):319-329
[28]Newman G.E.,Dhar R.Authenticity is Contagious:Brand Essence and the Original Source of Production[J].Journal of Marketing Research,2014,51(3):371-386
[29]Schmitt B.The Consumer Psychology of Brands[J].Journal of Consumer Psychology,2012,22(1):7-17
[30]Boger D.,Kottemann P.,Meibner M.,et al.A Mechanism for Aggregating Association Network Data:An Application to Brand Concept Maps[J].Journal of Business Research,2017,79:90-106
[31]Monga A.B.,John D.R.What Makes Brands Elastic?The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation[J].Journal of Marketing,2010,73(3):80-92
[32]郑春东,翟海英,唐建生.基于品牌概念地图的品牌延伸淡化效应测量方法研究[J].管理评论,2015,27(5):92-104
[33]Valsesia F.,Munes J.C.,Ordanini A.What Wins Awards is Not Always What I Buy:How Creative Control Affects Authenticity and Thus Recognition[J].Journal of Consumer Research,2016,42(12):897-914
[34]Ahuluwalia R.,Gurhan-Canli Z.The Effects of Extensions on the Family Brand Name:Accessibility-Diagnosticity Perspective[J].Journal of Consumer Research,2000,27(3):371-381
[35]Alter A.L.,Oppenheimer D.M.Uniting The Tribes of Fluency to Form A Metacognitive Nation[J].Personality and Social Psychology Review,2009,13(3):219-235
[36]Chaabane A.M.,Pez V.“Make Me Feel Special”:Are Hierarchical Loyalty Programs A Panacea for All Brands?The Role of Brand Concept[J].Journal of Retailing and Consumer Services,2017,38:108-117
[37]Maclnnis D.J.,Folkes V.S.Humanizing Brands:When Brands Seem to be Like Me,Part of Me,and in a Relationship With Me[J].Journal of Consumer Psychology,2017,27(3):355-374
[38]Chugnai S.K.,Irwin J.R.,Redden J.P.Happily Ever After:The Effect of Identity-Consistency on Product Satiation[J].Journal of Consumer Research,2015,42(4):564-577
[39]Escalas J.E.,Bettman J.R.Self-Construal,Reference Groups,and Brand Meaning[J].Journal of Consumer Research,2005,32(3):378-389
[40]Kent R.J.,Allen C.T.Competitive Interference Effects in Consumer Memory for Advertising:The Role of Brand Familiarity[J].Journal of Marketing,1994,58(7):97-105
[41]Putrevu S.,Lord K.R.Comparative and Nocomparative Advertising:Attitudinal Effects Under Cognitive and Affective Involvement Conditions[J].Journal of Advertising,1994,23(2):77-91
[42]Beatty S.E.,Talpade S.Adolescent Influence in Family Decision Making:A Replication with Extension[J].Journal of Consumer Research,1994,21(2):332-341
[43]Zhang S.,Sood S.“Deep”and“Surface”Cues:Brand Extension Evaluations by Children and Adults[J].Journal of Consumer Research,2002,29(1):129-141
[44]Bradu C.,Orquin J.L.,Thogersen J.The Mediated Influence of a Traceability Label on Consumer’s Willingness to Buy the Labeled Product[J].Journal of Business Ethics,2014,124(2):283-295
[45]McCarthy M.S.,Heath T.B.,Milberg S.J.New Brands versus Brand Extensions,Attitudes Versus Choice:Experimental Evidence for Theory and Practice[J].Marketing Letters,2001,12(1):75-90
(1)之所以女性被试较少,是考虑到所选品牌A为男装品牌。
(2)每个实验情境的被试分配数量为:品牌A下的巧克力19名、T恤衫20名,高档男士手表19名、风衣外套20名;品牌B下的巧克力20名,风衣外套20名,运动手环20名,登山鞋20名。
[2]Volckner F.,Sattler H.Drivers of Brand Extension Success[J].Journal of Marketing,2006,70(2):18-34
[3]郑春东,陈雅,唐建生.感知契合度及其对品牌延伸评价影响的研究---一个基于E-PBE框架的综述[J].管理评论,2016,28(1):156-168
[4]Aaker D.A.,Keller K.L.Consumer Evaluations of Brand Extensions[J].Journal of Marketing,1990,2(54):27-41
[5]Spiggle S.,Nguyen H.T.,Caravella M.More Than Fit:Brand Extension Authenticity[J].Journal of Marketing Research,2012,49(6):967-983
[6]Tauber E.M.Brand Leverage:Strategy for Growth in A Cost-Control World[J].Journal of Advertising Research,1988,28(4):26-30
[7]Bottomley P.A.,Holden S.Do We Really Know How Consumers Evaluate Brand Extension?Empirical Generalizations Based on Secondary Analysis of Eight Studies[J].Journal of Marketing,2001,38(4):494-500
[8]于春玲,李飞,薛镭,等.中国情境下成功品牌延伸影响因素的案例研究[J].管理世界,2012,(6):147-162
[9]Boush D.M.,Loken B.A.Process-Tracing Study of Brand Extension Evaluation[J].Journal of Marketing Research,1991,28(1):16-28
[10]Dawar N.Extension of Broad Brands:The Role of Retrieval in Evaluation of Fit[J].Journal of Consumer Psychology,1996,5(2):189-207
[11]Broniarczyk S.M.,Alba J.W.The Importance of The Brand in Brand Extension[J].Journal of Marketing Research,1994,31(5):214-228
[12]Park C.W.,Miberg S.,Lawson R.Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency[J].Journal of Consumer Research,1991,18(2):185-193
[13]Gilmore J.H.,Pine B.J.Authenticity:What Consumer Really Want[M].Boston:Harvard Business Press,2007
[14]Keller K.L.Conceptualizing,Measuring and Managing Customer-Based Brand Equity[J].Journal of Marketing,1993,57(1):1-22
[15]Michel G.,Donthu N.Why Negative Brand Extension Evaluations Do Not Always Negatively Affect The Brand:The Role of Central and Peripheral Brand Associations[J].Journal of Business Research,2014,67(12):2611-2619
[16]郑春东,马珂,王寒.消费者特征对品牌延伸边界的影响研究---基于品牌联想视角[J].管理评论,2016,28(7):130-142
[17]Park C.W.,Jaworski B.J.,MacInnis D.Strategic Brand Concept-Image Management[J].Journal of Marketing,1986,50(4):135-145
[18]Torelli C.J.,Ahluwalia R.Extending Culturally Symbolic brands:A Blessing or a Curse?[J].Journal of Consumer Research,2012,38(5):933-947
[19]Jin L.,Zou D.Extend to Online or Offline?The Effects of Web-Brand Extension Mode,Similarity and Brand Concept on Consumer Evaluation[J].Journal of Marketing Management,2013,29(7-8):756-771
[20]Parker J.P.,Lehmam D.R.,Keller K.L.,et al.Building a Multi-Category Brand:When Should Distant Brand Extensions Be Introduced?[J].Journal of the Academy of Marketing Science,2017,62(9):1-17
[21]Baek T.H.,King K.W.When Comparative Valence Frame Affects Brand Extension Evaluations:The Moderating Role of ParentExtension Fit[J].International Journal of Advertising,2015,34(2):382-401
[22]Mervis B.C.,Rosch E.Categorization of Natural Objects[J].Annual Review of Psychology,1981,32(1):89-115
[23]Barsalou L.W.Ad Hoc Categories[J].Memory&Cognition,1983,11(3):211-227
[24]Hem L.E.,Lversen N.M.,Olsen L.E.Category Characteristics’Effects on Brand Extension Attitudes:A Research Note[J].Journal of Business Research,2014,67(8):1589-1594
[25]王小毅,马庆国.基于神经营销科学的品牌延伸评估探索:对A&K模型的修正[J].管理世界,2009,(11):115-121
[26]Kim J.,Yoon H.J.Association Ambiguity in Brand Extension[J].Journal of Advertising,2013,42(4):358-370
[27]Solomon M.R.The Role of Products as Social Stimuli:A Symbolic Interactionism Perspective[J].Journal of Consumer Research,1983,10(3):319-329
[28]Newman G.E.,Dhar R.Authenticity is Contagious:Brand Essence and the Original Source of Production[J].Journal of Marketing Research,2014,51(3):371-386
[29]Schmitt B.The Consumer Psychology of Brands[J].Journal of Consumer Psychology,2012,22(1):7-17
[30]Boger D.,Kottemann P.,Meibner M.,et al.A Mechanism for Aggregating Association Network Data:An Application to Brand Concept Maps[J].Journal of Business Research,2017,79:90-106
[31]Monga A.B.,John D.R.What Makes Brands Elastic?The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation[J].Journal of Marketing,2010,73(3):80-92
[32]郑春东,翟海英,唐建生.基于品牌概念地图的品牌延伸淡化效应测量方法研究[J].管理评论,2015,27(5):92-104
[33]Valsesia F.,Munes J.C.,Ordanini A.What Wins Awards is Not Always What I Buy:How Creative Control Affects Authenticity and Thus Recognition[J].Journal of Consumer Research,2016,42(12):897-914
[34]Ahuluwalia R.,Gurhan-Canli Z.The Effects of Extensions on the Family Brand Name:Accessibility-Diagnosticity Perspective[J].Journal of Consumer Research,2000,27(3):371-381
[35]Alter A.L.,Oppenheimer D.M.Uniting The Tribes of Fluency to Form A Metacognitive Nation[J].Personality and Social Psychology Review,2009,13(3):219-235
[36]Chaabane A.M.,Pez V.“Make Me Feel Special”:Are Hierarchical Loyalty Programs A Panacea for All Brands?The Role of Brand Concept[J].Journal of Retailing and Consumer Services,2017,38:108-117
[37]Maclnnis D.J.,Folkes V.S.Humanizing Brands:When Brands Seem to be Like Me,Part of Me,and in a Relationship With Me[J].Journal of Consumer Psychology,2017,27(3):355-374
[38]Chugnai S.K.,Irwin J.R.,Redden J.P.Happily Ever After:The Effect of Identity-Consistency on Product Satiation[J].Journal of Consumer Research,2015,42(4):564-577
[39]Escalas J.E.,Bettman J.R.Self-Construal,Reference Groups,and Brand Meaning[J].Journal of Consumer Research,2005,32(3):378-389
[40]Kent R.J.,Allen C.T.Competitive Interference Effects in Consumer Memory for Advertising:The Role of Brand Familiarity[J].Journal of Marketing,1994,58(7):97-105
[41]Putrevu S.,Lord K.R.Comparative and Nocomparative Advertising:Attitudinal Effects Under Cognitive and Affective Involvement Conditions[J].Journal of Advertising,1994,23(2):77-91
[42]Beatty S.E.,Talpade S.Adolescent Influence in Family Decision Making:A Replication with Extension[J].Journal of Consumer Research,1994,21(2):332-341
[43]Zhang S.,Sood S.“Deep”and“Surface”Cues:Brand Extension Evaluations by Children and Adults[J].Journal of Consumer Research,2002,29(1):129-141
[44]Bradu C.,Orquin J.L.,Thogersen J.The Mediated Influence of a Traceability Label on Consumer’s Willingness to Buy the Labeled Product[J].Journal of Business Ethics,2014,124(2):283-295
[45]McCarthy M.S.,Heath T.B.,Milberg S.J.New Brands versus Brand Extensions,Attitudes Versus Choice:Experimental Evidence for Theory and Practice[J].Marketing Letters,2001,12(1):75-90
(1)之所以女性被试较少,是考虑到所选品牌A为男装品牌。
(2)每个实验情境的被试分配数量为:品牌A下的巧克力19名、T恤衫20名,高档男士手表19名、风衣外套20名;品牌B下的巧克力20名,风衣外套20名,运动手环20名,登山鞋20名。