管理评论

›› 2019, Vol. 31 ›› Issue (3): 102-115.

• 市场营销 • 上一篇    下一篇

品牌延伸类型选择:不同品牌概念下契合度和真实度对延伸产品态度的影响研究

孙国辉1,2, 梁渊1, 李季鹏2   

  1. 1. 中央财经大学商学院, 北京 100081;
    2. 新疆财经大学工商管理学院, 乌鲁木齐 830012
  • 收稿日期:2017-04-10 出版日期:2019-03-28 发布日期:2019-03-27
  • 通讯作者: 梁渊,中央财经大学商学院博士研究生。
  • 作者简介:孙国辉,中央财经大学商学院,新疆财经大学工商管理学院教授,博士生导师,博士;李季鹏,新疆财经大学工商管理学院副教授,硕士生导师,博士。
  • 基金资助:

    国家自然科学基金地方项目（71662031）。

The Choice of Brand Extension Type: The Interactive Effect of Fit, BEA and Brand Concept on Consumers' Extension Attitude

Sun Guohui1,2, Liang Yuan1, Li Jipeng2   

  1. 1. School of Business, Central University of Finance & Economics, Beijing 100081;
    2. School of Business Administration, Xinjiang University of Finance & Economics, Urumqi 830012
  • Received:2017-04-10 Online:2019-03-28 Published:2019-03-27

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摘要：

借助原品牌推出延伸产品以实施跨界业务突围是当下企业发展的大势。但关键是，哪种延伸类型更能影响消费者的延伸产品态度?基于品牌概念一致性理论和实验研究方法，本文对比研究了不同延伸类型在不同品牌概念下的适用性。实验结果表明：第一，当原品牌是功能型概念品牌时，因为消费者以产品类别为信息线索形成原品牌的联想模式，故契合度，即强调延伸产品要与原品牌在产品类别上相似的延伸类型，更能影响消费者的延伸产品态度；第二，当原品牌是象征型概念品牌时，因为消费者以符号属性为信息线索形成原品牌的联想模式，故真实度，即强调延伸产品要继承原品牌符号属性的延伸类型，更能影响消费者的延伸产品态度。

关键词: 品牌延伸, 品牌概念, 契合度, 真实度

Abstract:

To implement cross-border business breakthrough, many enterprises launch new product using original Brand name. But the key point is that what type of cross-border extension can influence consumers' product attitude more effectively. Building on the theory of brand concept consistency and experimental studies, this paper explores the applicability of different extension mode under different brand concepts. Two experiments' result shows:first, when the original brand is indicative of the product functions, due to the product category is the information clue that consumer form association toward original brand, so fit, which emphasizes new product's similarity to original brand's product category, will influence consumers' extension attitude more effectively; second, when the original brand is symbolic, due to the symbolic attribution is the information clue that consumer form association toward original brand, so BEA, which emphasizes new product's inheritance of original brand's symbolic attribute, will influence consumers' extension attitude more effectively.

Key words: brand extension, brand concept, fit, BEA