本文選題：品牌延伸 + 象征價(jià)值　； 參考：《清華大學(xué)》2009年博士論文

【摘要】： 成功的品牌延伸不僅能夠幫助企業(yè)快速高效占領(lǐng)新市場,還可以令企業(yè)的品牌價(jià)值得到提升,因而廣受市場營銷研究者的重視。隨著技術(shù)進(jìn)步和社會(huì)分工的發(fā)展,不同品牌同檔次產(chǎn)品間的質(zhì)量差距已越來越小,象征價(jià)值對(duì)品牌及品牌延伸的成功越發(fā)顯得重要。然而,現(xiàn)有品牌延伸研究對(duì)象征價(jià)值的重視并不足夠。同時(shí),象征價(jià)值是外在的、他人導(dǎo)向的價(jià)值,與社會(huì)情境因素息息相關(guān),但現(xiàn)有品牌延伸研究幾乎沒有涉及社會(huì)情境因素。 在以上背景下,本文基于顧客價(jià)值理論、品牌資產(chǎn)理論、分類理論以及社會(huì)心理學(xué)中的自我和他人在場的有關(guān)理論,在對(duì)前人品牌延伸研究成果進(jìn)行細(xì)致回顧的基礎(chǔ)上,建立了一個(gè)顧客感知價(jià)值和社會(huì)情境視角下的品牌延伸研究框架,并采用三個(gè)實(shí)驗(yàn)進(jìn)行了以下實(shí)證研究:實(shí)驗(yàn)1研究了母品牌功能、象征價(jià)值和合適性對(duì)功能性和象征性產(chǎn)品品牌延伸評(píng)價(jià)的影響,消費(fèi)場合和自我監(jiān)控對(duì)母品牌價(jià)值和合適性的調(diào)節(jié)作用及這兩個(gè)調(diào)節(jié)作用之間的關(guān)系;實(shí)驗(yàn)2分析了消費(fèi)場合對(duì)合適性的影響;實(shí)驗(yàn)3研究了產(chǎn)品類別和消費(fèi)場合對(duì)成功品牌延伸對(duì)母品牌提升效應(yīng)的影響。 研究結(jié)果顯示,首先,母品牌象征價(jià)值對(duì)品牌延伸評(píng)價(jià)具有顯著影響。其次,對(duì)于象征性延伸產(chǎn)品,消費(fèi)場合對(duì)品牌延伸的合適性評(píng)價(jià)具有顯著影響,而且對(duì)母品牌象征價(jià)值及合適性的影響具有顯著的調(diào)節(jié)作用。消費(fèi)場合的調(diào)節(jié)作用具體表現(xiàn)為:與私人場合比較,公開場合下母品牌象征價(jià)值在品牌延伸評(píng)價(jià)中的重要性上升,而合適性對(duì)品牌延伸評(píng)價(jià)的重要性下降。消費(fèi)場合對(duì)母品牌象征價(jià)值的調(diào)節(jié)作用源于消費(fèi)者自我監(jiān)控的調(diào)節(jié)作用,但對(duì)合適性的調(diào)節(jié)作用并非源于消費(fèi)者自我監(jiān)控,而可以由“他人在場”理論進(jìn)行解釋。第三,成功延伸到象征性產(chǎn)品對(duì)母品牌的提升作用將高于成功延伸到功能性產(chǎn)品的提升作用,如果母品牌的價(jià)值較低,在公開場合推廣品牌延伸將令消費(fèi)者對(duì)母品牌的評(píng)價(jià)降低。 本研究從象征價(jià)值及社會(huì)情境的角度拓展了品牌延伸領(lǐng)域的研究視野。
[Abstract]:Successful brand extension can not only help enterprises quickly and efficiently occupy the new market, but also promote the brand value of enterprises, so it has been attached great importance to by marketing researchers. With the development of technology and social division of labor, the quality gap between different brands has become smaller and smaller. Symbolic value is more and more important to the success of brand and brand extension. However, the existing brand extension research on symbolic value is not enough. At the same time, the symbolic value is external, the value of others is closely related to the social situation factors, but the existing brand extension research almost does not involve social situational factors. Under the above background, based on the customer value theory, brand equity theory, classification theory, social psychology of self and other people's presence theory, on the basis of a careful review of the previous research results of brand extension, In this paper, a brand extension research framework from the perspective of customer perceived value and social situation is established, and the following empirical studies are carried out with three experiments: experiment 1 studies the function of the parent brand. The influence of symbolic value and suitability on the brand extension evaluation of functional and symbolic products, the regulatory effect of consumption occasion and self-monitoring on the value and suitability of parent brand and the relationship between these two regulatory roles; Experiment 2 analyzes the influence of consumption situation on suitability, and experiment 3 studies the influence of product category and consumption situation on the effect of successful brand extension on the promotion of parent brand. The results show that, first of all, the symbolic value of the mother brand has a significant impact on brand extension evaluation. Secondly, for symbolic extension products, consumer occasions have a significant impact on the evaluation of brand extension suitability, and the impact on the symbolic value and suitability of the mother brand has a significant regulatory role. Compared with private occasions, the symbolic value of mother brand in public is more important in brand extension evaluation, while the importance of suitability in brand extension evaluation is decreased. The regulatory role of consumer occasions to the symbolic value of the mother brand originates from the regulatory role of consumer self-monitoring, but not from consumer self-monitoring, but can be explained by the theory of "presence of others". Third, successful extension to symbolic products will enhance the parent brand more than the successful extension to functional products, if the value of the parent brand is lower, Promoting brand extension in public will reduce consumers' evaluation of their parent brand. From the perspective of symbolic value and social situation, this study expands the research field of brand extension.
【學(xué)位授予單位】：清華大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 任強(qiáng);;品牌延伸評(píng)估的要素分析——從品牌延伸的目標(biāo)角度[J];襄樊學(xué)院學(xué)報(bào);2011年12期

相關(guān)碩士學(xué)位論文 前1條

1 周雪;品牌延伸的消費(fèi)者行為模式研究[D];天津大學(xué);2011年

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本文編號(hào)：1852527