基于SEM高科技品牌延伸的消费者评价研究

An Analysis on Consumer Evaluation of High-tech Brand Extension Success Based on Structural Equation Modeling

品牌延伸评价研究领域尽管研究成果丰富,但缺乏整体性、综合性对影响因素结构关系研究的综合实证模型。本文在综合分析所有影响品牌延伸成功的因素基础上,以母品牌质量、以前品牌延伸历史、母品牌可信度、市场支持、零售商接受、延伸产品和母品牌相似度作为关键影响因素,针对消费类高科技品牌领域,构建了对延伸成功的直接影响和中介影响模型,并通过普通消费者调查数据,采用结构方程模型对相应的假设进行了验证。研究结果表明相似度是直接影响因素中最重要的,同时因素间存在着对延伸成功影响的重要结构关系。

It is necessary to build a synthetic empirical model to study brand extension evaluation. This paper proposes direct effect and mediating effect models about extension success, using of perceived quality of parent brand, parent brand credibility, history of previous brand extension, market support, retailer acceptance, and fit of parent brand and extension product in consumer high--tech brand research area. The hypotheses are proved by con- sumer data using structural equation modeling. The empirical analysis illustrates that fit is the most important driver of brand extension success, and important structural relationships among the investigated factors are important to brand extension success.