本文選題：品牌延伸評價 + 品牌權(quán)益��； 參考：《東北大學(xué)》2008年碩士論文

【摘要】：當(dāng)今社會市場競爭愈演愈烈,新技術(shù)的不斷涌現(xiàn)以及消費者偏好的不斷轉(zhuǎn)移迫使企業(yè)持續(xù)開發(fā)新產(chǎn)品來強化自身的競爭優(yōu)勢。如果使用新品牌推出新產(chǎn)品,那將花費很高的成本,因此越來越多的企業(yè)開始選擇品牌延伸策略推出新產(chǎn)品,即利用品牌已建立起來的強大號召力推出新的產(chǎn)品,這樣能減少新產(chǎn)品上市的成本,降低失敗的風(fēng)險。然而品牌延伸是一把雙刃劍,使用得當(dāng)可以獲得消費者好評,推動新產(chǎn)品的發(fā)展,增加原品牌權(quán)益,使用不得當(dāng)即得不到消費者的認(rèn)可,不僅無法成功進(jìn)入新的目標(biāo)市場,并且可能導(dǎo)致品牌喪失長期建立的專屬形象,損害其品牌的整體權(quán)益�？梢哉f,消費者對品牌延伸的評價將直接影響原品牌權(quán)益。 隨著Aaker和Keller在1990年發(fā)表了“消費者品牌延伸評價”一文后,國外學(xué)者對品牌延伸領(lǐng)域的探討進(jìn)入了實證研究的新階段。而國內(nèi)的品牌延伸研究仍然停留在定性研究階段,實證研究相對匱乏,尤其是涉及延伸評價對品牌權(quán)益影響的實證研究。本文的主要目的就是通過實證研究分析品牌延伸評價究竟對品牌權(quán)益哪些維度造成影響以及這種影響有多大,希望研究結(jié)果能更好的揭示出品牌延伸評價對品牌權(quán)益作用的內(nèi)在機理。 本文以大學(xué)生為研究對象,選擇了具有代表性的國外品牌手機和國內(nèi)品牌手機作研究品牌,同時考慮到延伸策略的多樣性,本文選擇用延伸契合度來劃分延伸策略,分別研究了在兩種不同的延伸契合度情況下,延伸評價對品牌權(quán)益的影響。研究結(jié)論表明,在不同的延伸契合度條件下,延伸評價對品牌權(quán)益各個維度的影響程度是不同的,而且國外品牌延伸評價和國內(nèi)品牌延伸評價對品牌權(quán)益各個維度的影響也是不同的。
[Abstract]:Nowadays, market competition is becoming more and more fierce, new technologies are emerging and consumers' preferences are shifting, forcing enterprises to continuously develop new products to strengthen their own competitive advantage. If a new product is introduced with a new brand, it will cost a lot of money, so more and more enterprises are beginning to choose brand extension strategies to launch new products, that is, to use the powerful appeal of the brand to launch new products. This can reduce the cost of new products to market and reduce the risk of failure. However, brand extension is a double-edged sword. If used properly, it can obtain high praise from consumers, promote the development of new products, increase the rights and interests of the original brand, and not only can't get the approval of consumers immediately, but also can not successfully enter the new target market. And it may lead to the loss of the long-established exclusive image of the brand and damage its overall rights and interests. It can be said that consumer brand extension evaluation will directly affect the original brand rights and interests. With the publication of "Consumer Brand extension Evaluation" by Aaker and Keller in 1990, foreign scholars have entered a new stage of empirical research on brand extension. However, the domestic brand extension research is still in the qualitative research stage, and the empirical research is relatively scarce, especially the empirical research involving the impact of extension evaluation on brand equity. The main purpose of this paper is to analyze the impact of brand extension evaluation on brand equity through empirical research. It is hoped that the research results can better reveal the intrinsic mechanism of brand extension evaluation on brand equity. This paper takes college students as the research object, chooses the representative foreign brand mobile phone and the domestic brand mobile phone as the research brand, at the same time, considering the diversity of the extension strategy, this paper chooses to divide the extension strategy with the extension fit degree. The influence of extension evaluation on brand equity is studied under the condition of two different extension fit degree. The research results show that, under the conditions of different extension fit degree, the influence degree of extension evaluation on each dimension of brand equity is different. And the influence of foreign brand extension evaluation and domestic brand extension evaluation on each dimension of brand equity is also different.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 史樹娜;內(nèi)蒙古乳制品企業(yè)品牌延伸評價對消費者品牌忠誠度的影響研究[D];內(nèi)蒙古大學(xué);2012年

，

本文編號：1946357