品牌延伸对品牌权益影响之实证研究

Empirical Research of the Impact on Brand Equity by the Brand Extensions

品牌延伸是企业在推出新产品过程中经常采用的营销策略,也是提升品牌权益利用的重要方式。本文以问卷调查的方法,对于品牌纵向延伸策略对其品牌权益的影响进行了实证研究。研究结果证实了品牌向下延伸会对基于消费者的品牌权益产生负面影响;同时,关于品牌向上延伸对基于消费者的品牌权益产生正面影响的假设得到部分证实。最后,进一步讨论了研究结论和今后的研究方向。

Brand extension is often used as a marketing strategy for the enterprise to introduce new products, and also it is an important way of utilizing the brand equity. This research uses questionnaires to study empirically the impact on brand equity by the strategy of vertical brand extensions. The study indicates that the introduction of step-down brand extension has a negative impact on the customer-based brand equity. Meanwhile, the hypothesis that the step-up brand extension positively influences on the customer-based brand equity is partly supported. Finally, the conclusion and further research direction are discussed.