基于消費者產品知識特征的品牌延伸評價模型實證分析
發(fā)布時間：2018-11-15 20:22
【摘要】： 近年來,隨著全球經濟一體化和信息化時代的來臨,市場競爭已經由純粹的產品競爭上升到無形的品牌競爭。而隨著市場競爭程度的加劇和新產品導入費用的高漲,越來越多的企業(yè)相繼采用了品牌延伸策略,即將已有的老品牌運用到新產品之上。自從上個世紀80年代以來,品牌延伸逐漸成為理論界和實踐界關注的熱點。學者們普遍認為,品牌延伸成功與否,很大程度上取決于消費者對品牌延伸的評價。自從1990年Aaker創(chuàng)造性地提出消費者對品牌延伸的評價理論模型以來,中外學者分別從各自所在國的文化和消費背景下對該模型進行了驗證和修正,遺憾的是并未取得一致的結論。 本研究是在中國的文化和消費背景下,以快速消費品行業(yè)中的食品和日用品品牌及相應的延伸產品為目標研究對象,并以AK的研究模型為基礎,引入一個新的自變量(延伸產品價格)和調節(jié)變量(消費者的產品知識特征),對模型的自變量、交叉變量和因變量之間的關系進行實證檢驗。研究通過大范圍問卷調查的方式搜集數據,同時運用SPSS軟件進行數據統(tǒng)計和分析,最后得出研究結論。 對比AK的研究結論,研究發(fā)現(xiàn)延伸產品價格與產品關聯(lián)性之間的交叉對消費者的品牌延伸評價影響存在較為顯著的影響,而延伸產品的制造難度與消費者的品牌延伸評價之間存在負相關的關系。此外,研究還說明了掌握產品知識較多的消費者群體(熟手)與掌握產品知識較少的消費者群體(生手)在進行品牌延伸評價角度上的差異性。最后,本研究從中國消費者心理和行為特征角度對研究結果差異進行了相應闡述,并為企業(yè)營銷實踐提出了若干啟示和建議。
[Abstract]:In recent years, with the advent of global economic integration and information age, market competition has risen from pure product competition to intangible brand competition. With the intensification of market competition and the high cost of introducing new products, more and more enterprises have adopted brand extension strategy, that is, existing old brands are applied to new products. Since 1980's, brand extension has gradually become the focus of attention in theory and practice. Scholars generally believe that the success of brand extension depends largely on consumer evaluation of brand extension. Since Aaker creatively proposed the evaluation model of brand extension in 1990, Chinese and foreign scholars have verified and revised the model from the culture and consumption background of their respective countries respectively. Unfortunately, they have not reached a consistent conclusion. Under the background of Chinese culture and consumption, this study is aimed at the food and commodity brands and the corresponding extended products in the fast moving consumer goods industry, and based on the research model of AK. A new independent variable (extended product price) and a regulating variable (consumer's product knowledge characteristics) are introduced to test the relationship among the independent variables, cross-variables and dependent variables of the model. The data are collected by a wide range of questionnaires, and the SPSS software is used to analyze the data. Finally, the conclusion of the study is drawn. Comparing with the conclusion of AK, it is found that the cross between the price of extended product and the relevance of product has a significant impact on the brand extension evaluation of consumers. However, there is a negative correlation between the manufacturing difficulty of extended products and the brand extension evaluation of consumers. In addition, the study also shows the difference of brand extension evaluation between the consumer group with more product knowledge and the consumer group with less product knowledge (new hand). Finally, from the perspective of the psychological and behavioral characteristics of Chinese consumers, this study expounds the differences of the results of the research, and puts forward some enlightenment and suggestions for the marketing practice of enterprises.
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F224
本文編號：2334348
[Abstract]:In recent years, with the advent of global economic integration and information age, market competition has risen from pure product competition to intangible brand competition. With the intensification of market competition and the high cost of introducing new products, more and more enterprises have adopted brand extension strategy, that is, existing old brands are applied to new products. Since 1980's, brand extension has gradually become the focus of attention in theory and practice. Scholars generally believe that the success of brand extension depends largely on consumer evaluation of brand extension. Since Aaker creatively proposed the evaluation model of brand extension in 1990, Chinese and foreign scholars have verified and revised the model from the culture and consumption background of their respective countries respectively. Unfortunately, they have not reached a consistent conclusion. Under the background of Chinese culture and consumption, this study is aimed at the food and commodity brands and the corresponding extended products in the fast moving consumer goods industry, and based on the research model of AK. A new independent variable (extended product price) and a regulating variable (consumer's product knowledge characteristics) are introduced to test the relationship among the independent variables, cross-variables and dependent variables of the model. The data are collected by a wide range of questionnaires, and the SPSS software is used to analyze the data. Finally, the conclusion of the study is drawn. Comparing with the conclusion of AK, it is found that the cross between the price of extended product and the relevance of product has a significant impact on the brand extension evaluation of consumers. However, there is a negative correlation between the manufacturing difficulty of extended products and the brand extension evaluation of consumers. In addition, the study also shows the difference of brand extension evaluation between the consumer group with more product knowledge and the consumer group with less product knowledge (new hand). Finally, from the perspective of the psychological and behavioral characteristics of Chinese consumers, this study expounds the differences of the results of the research, and puts forward some enlightenment and suggestions for the marketing practice of enterprises.
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F224
【引證文獻】
相關碩士學位論文 前1條
1 李俊秀;基于奶制品行業(yè)的品牌延伸績效影響結構模型與實證研究[D];東北大學;2009年
，本文編號：2334348
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