情景依赖对消费者品牌延伸评价的影响

The Effect of Field Dependency on Consumer's Brand Extension Evaluation

品牌延伸是新产品入市的重要手段。文章从信息储存和使用的角度对品牌认知结构和情景依赖水平如何影响消费者的品牌延伸评价进行了研究,并探讨了不同沟通方式(关系型和阐释型)对不同情景依赖水平消费者品牌延伸评价的影响。研究发现:情景独立的消费者,相对于情景依赖的消费者会有更积极的品牌延伸评价和更好的品牌延伸匹配度感知;关系型沟通能使情景独立者产生更积极的品牌延伸评价和更好的品牌延伸匹配度感知;阐释型沟通能使情景依赖者产生更积极的品牌延伸评价和更好的品牌延伸匹配度感知。

Brand extension is the important approach to new product marketing. Using experimental method, this paper examines the influence of brand cognitive structure and field dependency on consumer＇s brand extension evaluation from the perspective of information storing and usage and the impact of different communication strategies （Relational vs Elaborational） on brand extension evaluation by consumers in various levels of field dependency. It is found that consumers in field independency, compared with those in field dependency, have more positive brand extension evaluation and higher perceived brand extension fit; relational communication strategy brings consumers in field independency more positive brand extension evaluation and higher perceived brand extension fit. In contrast, elaborational communication strategy brings consumers in field dependency more positive brand extension evaluation and higher perceived brand extension fit.