消费类高科技品牌延伸成功的关键影响因素实证研究

An Empirical Analysis on the Determinants of the Extension Succession of High-tech Consumer Brands

通过对国外研究中所有影响品牌延伸成功的19个因素的总结筛选,基于消费类高科技品牌的特性提出母品牌感知质量、以前品牌延伸的历史、母品牌可信度、市场支持、延伸产品与母品牌相似度为代表的影响消费类高科技品牌延伸成功的关键影响因素。根据消费者调查数据,对海尔、联想和TCL品牌分别延伸到手机和笔记本电脑的六大类样本进行回归分析。验证结果表明:相似度是最关键的影响因素;市场支持、以前品牌延伸历史和母品牌可信度对延伸成功也存在积极显著影响;但是母品牌质量受其他因素(尤其是相似度因素)制约对延伸成功不存在积极显著影响。

This study identifies five determinants of the extension success of high-tech consumer brands by analyzing all the nineteen factors in the literature in light of the characteristics of high-tech consumer products.The five determinants are perceived quality of parent brand,parent brand credibility,history of previous brand extension,market support,and fit of parent brand and extension product.The paper uses consumer data on Hair,Lenovo and TCL extending to mobile telephone and laptop.The regression results show that fit of parent brand and extension product is the most important determinant of brand extension success,and parent brand credibility,history of previous brand extension,market support also significantly influence the success.However,perceived quality of parent brand bears no significant effect.