延伸产品进入顺序与关联度的相互作用对品牌延伸评价的影响——以杭州本土服装品牌为例

The Interaction Between Order of Entry and Fit Impact of Brand Extension Evaluation——Fashion Brand in Hangzhou For Example

为了检验延伸产品进入顺序对本土服装品牌延伸评价的影响,在参考国外相关理论研究的基础上,选取"浪漫一身"和"江南布衣"为调研品牌,采用问卷调查的方法,运用SPSS18.0软件将所获得的数据进行统计分析。结果表明:与母品牌类别关联度较低的先进入市场的延伸产品相比,后进入的高关联度的延伸产品会得到更好的延伸评价。

Based on the study about the order of entry＇s impact of brand extension evaluation in foreign research area, taking two Hangzhou local fashion brands ＂Rmeo＂and ＂JNBY＂ as example, this paper as- sumes that. the interaction between order of entry and fit will produce a unique effects on brand extension evaluation. Experimental results indicate that later brands of higher fit can actually benefit from compari- son with earlier brands that have a relatively lower fit with the extension category.