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

摘要/Abstract

摘要：

品牌延伸的成功很大程度上取决于消费者对于品牌延伸的评价,而感知契合度是影响延伸评价的重要因素。本文首先基于解释性链接的视角,统一了过去研究中感知契合度的不同概念。之后,在文献研究基础上,构建了产品、品牌及其他层面的感知契合度与延伸评价关系的PBE基础框架,以及契合度和延伸评价关系影响因素的E-PBE拓展框架。其中E-PBE拓展框架中的影响因素既包括了消费者层面及营销策略层面影响契合度水平的直接影响因素,又包括了消费者层面、品牌层面及延伸策略层面调节契合度与延伸评价关系的调节变量。最后本文进行了研究总结,并基于PBE及E-PBE框架提出了未来研究方向的展望。

关键词: 感知契合度, 延伸评价, 直接影响因素, 调节变量, 理论框架

Abstract:

Success of brand extension depends largely on consumer's brand extension evaluation and perceived fit is an important factor that affects the extension evaluation. Firstly, based on the perspective of explanatory links, this paper unifies the different concepts of fit. Secondly, through literature review, the article constructs a PBE basic framework and an E-PBE extended framework. The PBE basic framework describes the relationship between the three dimensions of perceived fit (product fit, brand fit and other fit) and extension evaluation. While, the E-PBE extended framework shows the influencing factors that impact the relationship between perceived fit and extension evaluation. The influencing factors consist of the direct influencing factors which include consumer level factors and marketing strategy level factors that affect the level of fit, and the moderator variables which include consumer level variables, brand level variables and extending strategy level variables that adjust the mentioned relationship. Finally, this paper reaches a conclusion and points out some potential areas for further studies based on the PBE and E-PBE frameworks.

Key words: perceived fit, extension evaluation, direct influencing factors, moderator variables, theoretical framework

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]. , 2016, 28(1): 156-168.

Zheng Chundong, Chen Ya, Tang Jiansheng. Perceived Fit and Its Impact on Brand Extension Evaluation——A Review Based on the E-PBE Framework[J]. , 2016, 28(1): 156-168.

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