代言人吸引力、感知匹配性对品牌延伸的影响

The Influence of Endorsement Attractiveness and Perceived Fit on Consumers' Evaluation of Brand Extension

文章基于双重路径的说服理论,采用2×2×2实验检验不同卷入度下代言人吸引力、感知匹配性对消费者品牌延伸评价过程的影响。研究结果表明,代言人吸引力对消费者品牌延伸评价具有显著的正向影响,且该影响不受卷入度调节;感知匹配性对消费者品牌延伸评价具有显著的正向影响,其影响受卷入度调节,高卷入度下,感知匹配性影响更强;代言人吸引力与感知匹配性之间不存在显著的交互作用。可见,品牌延伸是企业利用已有品牌优势推出新产品的一种重要方式,选择知名度高的代言人是企业提升品牌延伸效果的有效策略;企业通过操控消费者接触延伸产品时的卷入度,可有效提升品牌延伸的接受程度;企业在进行品牌延伸决策时,应充分考虑延伸产品与母品牌的匹配性。

In this article, a 2×2×2 experiment was used to investigate the influence of endorsement attractiveness and perceived fit on consumers＇ evaluation of brand extension. The results indicated that endorsement attractiveness has a significant positive effect on consumers＇ evaluation of brand extension, and the effect was not affected by the involvement; the influence of perceived fit was adjusted by the involvement; under high involvement condition, the perceived fit has more influence on consumer＇s evaluation of brand extension; the endorsement attractiveness has no significant interaction effect with the perceived fit. So, brand extension is one of the important methods used by the enterprises to introduce new product by taking advantage of the existing brand advantages~ selecting endorsement with high popularity is the effective strategy used by the enterprises to improve the effect of brand extension; by controlling the consumers＇ involvement while contacting with product, the enterprises can effectively improve the degree of acceptance of brand extension; while making decisions on brand extension, the enterprises shoul＇d fully take fit between extended product and parent brand into consideration.