品牌延伸的影响因子分析及评估模型

Impact Factors Analysis and Evaluation Model on Brand Extension

论文从品牌识别、品牌认同、母品牌与延伸产品的相关性以及品牌营销环境4个维度对品牌延伸的影响因子进行了系统梳理和分析,对品牌、品牌延伸、品牌识别和品牌认同给出了一个新的界定和理解;通过专家给出的品牌延伸各影响因子的相对重要性评分,运用层次分析法得出了影响品牌延伸各层面因子的权重。指标选取的角度突破了已有的研究视角,研究方法和研究结论具有创新性。

From the four dimensions of brand identification,brand cognition,parent brand and extended product dependencies,and brand marketing environment,this paper arranges and analyzes the impact factor of brand extension systematically.Meanwhile,brand,brand extension,brand identification and brand cognition are given a new definition and understanding.In addition,on the basis of relative importance score of each impact factor on brand extension given by experts,using analytic hierarchy process method,the paper draws the weight of factors at all levels which influence brand extension.The indexes selected break the existing research perspectives and research method and conclusions are innovative.