摘要
在品牌管理的实践中,很多具有鲜明品牌个性的品牌延伸到了与原来的产品品类完全不相关的领域。但是,由于现有的感知匹配度建构中并不包含品牌个性的匹配,因而使得当前的理论很难解释营销实践中基于品牌个性的远距离品牌延伸。本文通过理论推演,提出了在感知匹配度中有必要引入品牌个性与形象的匹配,并通过实验研究和验证性因子分析,实证地揭示了品牌个性匹配对消费者品牌延伸评价具有显著的影响,从而提出了感知匹配度的三维度建构及其概念内涵。
Current branding theories find it difficult to explain the fact that brand with distinctive brand personalities can succeed in extending themselves to a totally irrelevant category. Based on extensive literature review and theory deduction, this research innovatively proposes that it is necessary to add the ＂Fit＂ of brand personality and brand image into the construct of consumers＇ perceived fit. Through experimental studies and eonfirmative factor analysis, the authors find that the fit of brand personality does have a significant influence on consumers＇ evaluations of brand extensions and that it is appropriate to develop a three-dimension construct of perceived fit which involves the brand personality fit. Marketing implications are discussed for marketing practitioners of China.
出处
《中国工业经济》
CSSCI
北大核心
2008年第10期85-96,共12页
China Industrial Economics
基金
国家自然科学基金项目"品牌延伸的消费者匹配度认知评价实证研究"(批准号70572026)
国家自然科学基金重点项目"中国城市消费者行为研究"(批准号70832001)
国家社会科学基金重大项目"科教兴国与建设人力资源强国战略研究"(批准号07&ZD042)
关键词
品牌个性
品牌延伸
感知匹配
brand personality
brand extension
perceived fit
