奢侈品品牌社群对品牌延伸评价的影响研究

A study on the effect of luxury brand community on brand extension evaluation

国内目前为止几乎没有将品牌社群与品牌延伸领域相结合的研究文章。本文分别从这2个领域中选择了既有很强理论价值又是品牌企业十分看重的品牌社群认同度、品牌社群参与度和品牌延伸评价三个潜变量,通过对来自汽车行业某奢侈品品牌社群的社群成员样本进行基于结构方程模型的数据分析,探讨了品牌社群认同度和参与度对品牌延伸评价的作用机理。研究结果证实了研究假设:品牌社群认同度对品牌延伸评价有正向作用,并且通过品牌社群参与度这个中介变量对品牌延伸评价有间接的正向影响。这个结论不仅为品牌社群作用的机理理论提供了较为有效的补充,还为奢侈品品牌企业建设、培育品牌社群和发展延伸品牌提供了较为有力的指导。

There are very few researches so far which combine brand community with the brand extension. Based on three constructs, which have strong theoretical significance and practical values, in brand community and brand extension, this paper uses structural equation modeling to study the effect of brand community identification on brand extension evaluation via the samples of the members of a luxury brand community in automobile industry. It is found that brand community identification has a positive effect on brand extension evaluation and it also has an indirect influence on brand extension evaluation through brand community participation. The findings not only enrich the brand community theory, but also provide a forceful guidance for the firms on building and cultivating their brand community and developing the extension brands.