基于结构方程模型的品牌延伸评价及实证研究

Estimating and Empirical Study on Brand Stretching Based on Structure Equation Model

提出一个较为全面的品牌延伸模型,并且把品牌延伸对核心品牌的影响纳入研究体系。模型从核心品牌感知质量、品牌联想、契合度等方面探讨消费者如何评价品牌延伸行为,然后在三个城市抽样取样,并对数据进行分析处理,得出相应的研究结论。

Enterprises might be confronted with confusion and failures when putting brand stretching tactics into practice, so they are in bad need of theoretical instructions. This paper proposes a comparatively all-round brand stretching model by incorporating the impact of brand stretching on core brands into the research system. This model explores how consumers evaluate brand stretches in terms of core brand perception, brand association and agreement degree. The data from sampling in three cities are analyzed and handled, from which the corresponding research conclusion is finally drawn.