基于品牌信任的企业联想与品牌延伸评价关系探索研究

Research on the relationship of corporation association and evaluation of brand extention based on brand trust

品牌延伸如何才能成功，生产产品的企业在消费者品牌延伸中的模式和效用如何？本文从消费者角度出发，探索企业联想的概念构架，并从品牌消费者关系的本质——信任角度研究企业联想在消费者品牌延伸评价中的作用，以此发现影响消费者评价品牌延伸的因素。本研究将为企业品牌管理，特别是企业品牌化、品牌延伸产品研究拓宽理论研究范围，同时也期望通过本文的研究能指导企业更好、更有效地利用品牌延伸，增强企业品牌竞争力和持续发展能力。

This article is intended to explore the Conceptual framework of corporation association from the consumers＇perspection, and examine the mediating effect of brand trust between corporation association and consumer evaluation of brand extention to address factors affecting the consumer evaluation of brand extention. This research expanded the scope of theoretic study on branding and brand extention, and provided helpful guidances for corporations to enhance the competitiveness by brand extention.