自我建构对消费者品牌延伸评价的影响

The Effects of Self-construal on Consumer′s Evaluation of Brand Extension

消费者对品牌延伸与母品牌之间契合度的知觉既可能依据品牌层面信息,也可能依据品类层面信息。实验结果表明:独立我对高品牌、低品类契合度的品牌延伸评价更好,依存我对低品牌、高品类契合度的品牌延伸评价更好。研究还发现品牌的文化独特性对不同自我建构被试的品牌延伸评价的影响超越了不同类型的延伸契合度的影响,而品牌、品类层面信息对不同自我建构被试契合度知觉的诊断性差异是导致这些现象的主要原因。

Consumer＇s fit perception between a brand extension （BE） and its parent brand may be based either on brand or product information. The independent - self （ interdependent - self） has a better evaluation towards BEs with high （low） brand fit and low （high） product fit than the interdependent - self （ independent - self）. However, the culture - specificas- sociations of parent brand override the impact of fit. This is caused by different diagnosticity of brand versus product infor- mation for subjects with different self- construal.