微小属性对品牌评价的放大效应

The Magnification Effects of Trivial Attributes on Brand Ratings

传统观点认为,差异化战略即为顾客提供独特和有价值的产品;但大量企业的差异化却获益于提供主观上有价值、客观上却与产品性能无显著相关的属性即微小属性。本研究通过两个实验考察微小属性对品牌评价两个组成部分(综合品牌印象和品牌特定属性评价)的影响。结果表明:①微小属性强化综合品牌印象,在客观揭露信息条件下则弱化品牌特定属性评价。②微小属性对品牌评价的影响在低知识水平条件下被放大,在高知识水平条件下则存在相反趋势。论文讨论了研究结果对产品开发、品牌管理和市场细分战略的借鉴意义。

Brands increasing differentiated themselves by trivial attributes. Two experiments were conducted to study the effect of trivial attributes on two components of brand ratings which were general brand impression and brand specific association. The results showed that：（1）The effect of trivial attributes on general brand impression was different from the effect on brand specific association. The brands differentiated by trivial attributes were judged more favorably on general brand impression than the brands without trivial attributes; while the effect on brand specific association depended on the information disclosure. （2）Consumer knowledge moderated the effect of trivial attributes on brand ratings. When the brand was differentiated by a trivial attribute, novices judged them more favorably than the experts. The implications of the results for strengthening general brand impressions and leveraging secondary brand associations were discussed.