感知契合度对老字号品牌延伸态度的影响——消费者创新性的调节效应研究

The Impact of Perceived Fit upon China Timed-honored Brand Extension Attitude: Research on Modulating Effect of Consumer Innovativeness

选择具有中国文化特色的老字号品牌为研究对象,通过一系列的预测试,选取了"全聚德"和"便宜坊"两个母品牌以及月饼、汉堡、茶叶和咖啡四种感知契合度不同的虚拟延伸产品。设计了两个母品牌和四种延伸产品不同组合的八个版本的调研问卷,对老字号品牌延伸中消费者创新性的调节效应进行调研。通过大样本调研数据得出结论:延伸产品与母品牌之间的感知契合度正向影响老字号品牌延伸态度;消费者创新性反向调节感知契合度与品牌延伸态度之间的关系。

China time-honored brand is selected as the research object. Through a series of pre-test, the Quanjude and Bian Yi Fang are chosen as parent brands. Four different virtual extension products are selected, which are moon cake, hamburger, tea and coffee. There are 8 versions of survey questionnaire designed to investigate the moderating effect of consumer innovative- ness. Through the large sample survey, main conclusions are as follows. The perceived fit between the extension and the parent brand has a positive effect on consumer＇s extension attitude. In the process of China time-honored brands＇ extension, consumer in- novativeness has a moderating effect on the perceived fit and extension attitude.