基于认知风格的广告代言对品牌延伸的影响

The Impact of Advertising Endorsement on Brand Extension based on Cognitive Style

本文将消费者划分为场独立、场依存两种认知风格,并运用镶嵌图形测验和量表等实证方法,探究广告代言及代言程度对不同认知风格消费者的品牌延伸评价是否会产生影响。结果表明:无论何种认知风格的消费者,对深层代言条件下的品牌延伸评价均好于浅层代言条件下的延伸评价,而对浅层代言与无广告代言条件下的延伸评价则不存在显著差异;场依存型消费者的延伸评价受到代言程度的影响,场独立型消费者则不受代言程度的影响。

This paper divides consumer into two cognitive styles, which are field - independent style and field - depend- ent style. Then, by using Embedded Figures Test （EFT） and scales measurement, this paper explores whether the ad- vertising endorsement and endorsing involvement will have an impact on the extension evaluation of different cognitive style consumers. The results indicate that regardless of the consumer＇s cognitive style, the extension evaluation of high endorsing is better than that of low endorsing and there is no difference of the extension evaluation between low endorsing and no endorsement. Moreover, the extension evaluation of field - dependent consumer will be affected by endorsing in- volvement, but the extension evaluation of field - independent consumer will not be affected.