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品牌联想对服装品牌延伸评价影响的实证研究

Experimental Study on Influence of Brand Association on Brand Extension Evaluation of Garment
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摘要 运用实证研究的方法研究品牌联想对服装品牌延伸评价的影响.结果显示:品牌联想中对服装品牌理念的联想越深刻、越积极,消费者对服装品牌的近距离延伸评价及远距离延伸评价越高;品牌联想中对服装品牌知名形象代言人的印象越深刻,消费者对服装品牌近距离延伸的评价越高,但对其远距离延伸评价没有显著影响. The influence of brand association on brand extension evaluation of garment was studied in the paper through experimental study. Results showed that the more profound and active the brand association of the brand meanings of garment was, the more successful the evaluations of brand＇s far-extension and near-extension from customer was. The evaluation of brand＇s near-extension from customer depended on the brand association of the brand＇s prolocutor while the farextension evaluation did not depend on it.
作者 李娟娟 赵平
机构地区 北京服装学院服装艺术与工程学院
出处 《北京服装学院学报（自然科学版）》 CAS 北大核心 2007年第1期46-51,共6页 Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金 北京市哲学社会科学规划项目资助(B2005-01)
关键词 服装 品牌延伸 品牌联想 延伸评价 clothing, brand extension, brand association, extension evaluation
分类号 TS941 [轻工技术与工程—服装设计与工程]
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北京服装学院学报（自然科学版）
2007年 第1期

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