消费者品牌延伸评价的机理研究:回顾与展望

Review of the Mechanism of Consumer Evaluations on Brand Extensions

品牌延伸是20世纪80年代以来被企业实践广泛应用但是又频遭失败的品牌化战略。由于消费者对品牌延伸的评价是品牌延伸战略能否成功的关键,大量研究对消费者如何评价品牌延伸进行了探查。本文通过文献梳理,指出了现有研究的四个视角:感知匹配性、母品牌特征、消费者特征和营销刺激;从上述四个方面对相关学术观点及概念进行了评析并提出了未来的主要研究方向。

Brand extension has been a widely used branding strategy since 1980＇ s. However, many of these brand extensions have been proved to be unsuccessful in practice. Since consumer evaluations of brand extensions are critical to their success, investigating factors influencing consumer evaluations of brand extensions has been a mainstream in the field of brand research. In this article, we reviewed these literatures from the four aspects of perceived fit, parents brand related factors, consumer related factors and marketing supports. On the basis, possible future research fields are put out.