品牌相似性对超市自有品牌感知质量的影响研究——基于外部线索的自有品牌与全国性品牌比较

The Effect of Brand Similarity on Perceived Quality of Private Brand:Comparison Between Private Brand and National Brand Based on External Clue

与发达国家相比,中国零售企业特别是超市的自有品牌发展水平较低。究其原因,主要与消费者对自有品牌的感知质量不高有关。通过实验方法测量超市自有品牌与全国性品牌即知名制造商品牌在外部线索上的相似性对自有品牌感知质量的影响,得出的结论是自有品牌与全国性品牌的包装相似性对自有品牌感知质量存在负向影响、自有品牌与全国性品牌的品牌名称相似性对自有品牌感知质量存在正向影响等结论,从而为超市提高自有品牌感知质量以增强消费者购买意愿提供有益启示。

Compared to developed countries, private brand of retail enterprises and especially supermarkets is at lower level in China, which is mainly caused by lower perceived quality of private brand from consumers. This research focuses on the effect of external- clue -based similarity between private brand and national brand （i. e. famous manufacture brand） on perceived quality of private brand through experiment. The findings show that the similarity on package between private and national brand has significantly negative effect on private brand perceived quality; similarity on brand name between private and national brand has significantly positive effect on private brand perceived quality, etc. The result should be helpful for the supermarket to improve perceived quality of private brand.