品牌联想冲突对于评价品牌延伸的影响——基于完美主义的视角

Impact of Brand Association Conflict upon Evaluating Brand Extension Based on Perfectionism Perspective

实践中许多品牌延伸失败案例都表现出了延伸产品与原品牌联想存在冲突的现象。通过对百事、奔驰、苹果三个品牌的研究发现,消费者对核心联想冲突延伸产品评价较低,低于无核心联想延伸产品。利用完美主义将消费者分类,非完美主义者、健康的完美主义者和功能障碍型完美主义者对核心联想冲突延伸产品评价无差异,所有这三类消费者都对核心联想冲突延伸产品的评价很低。研究还发现,存在消费者虽然对某种核心联想冲突延伸产品感知契合度评价较低,但却乐于购买的现象,故推出此类核心联想冲突延伸产品更需要谨慎对待。

In practice, many cases of failure in brand extension indicate that there is a conflict between extension products and original brand association. Through the research on Pepsi, Mercedes-Benz and Apple, evidences shows that customers have a low evaluation on extension products which are in conflict with unique association, lower than the evaluation on non-unique as- sociation products. This paper classifies the consumers according to perfectionism. In evaluating products in conflict with unique association, non-perfectionists, healthy perfectionists and dysfunctional perfectionists make no significant difference. All the three types of consumers have a low evaluation on the products in conflict with unique association. In some cases, consumers are will- ing to buy the product in conflict with unique association though they have a low perception. Therefore, companies should be pru- dent to launch such products in conflict with unique association.