消费者视角的品牌联盟评价概念模型构建与验证

The Construction and Verification of Brand Alliance Evaluation Concept Model from Consumer Perspective

品牌联盟是一种普遍应用的营销战略.但其理论研究却相对滞后,集中在有效性验证和影响因素分析方面。品牌联盟概念模型是对品牌联盟课题进行系统研究的基础。参考现有的概念模型,构建了一个较为完整的品牌联盟评价模型,相对已有模型,增加验证了顾客感知利益、延伸适应度及品牌脆弱性对品牌联盟评价的影响以及它们之间的交互影响。数据分析结果显示,顾客感知利益、延伸适应度及品牌脆弱性主要通过品牌态度对品牌联盟评价产生影响,同时,由于与顾客感知利益间存在交互影响,产品适应度对品牌联盟评价的直接影响并不显著。

Brand alliance is a wide-used marketing strategy but theoretical research has lagged relatively which focus on validation and analysis of influencing factors. Brand alliance concept model is the basis of systematic study. Reference to the current concept model, the study built a more comprehensive evaluation model of brand alliance. Compared to the current models, it verified impact of customer perceived benefits, fitness of extension and brand vulnerability to brand alliance evaluation, as well as the interaction be tween them. The result shows that customer perceived benefits, fitness of extension and brand vulnerability primarily influences the evaluation of brand alliance indirectly through brand attitude. Meanwhile because of the interaction be- tween product fitness and customer perceived benefits, the direct effect of product fitness to brand alliance attitude is not significant.