名人企业家——品牌延伸的新路径

Entrepreneur Celebrity:A New Path of Brand Extensions

近年来,名人企业家成为国内外社会公众广泛关注的群体,名人企业家的个人形象和声誉对企业、消费者、投资者都具有重要影响。本文尝试将名人企业家引入品牌延伸研究领域,通过两个情境实验设计,分别对名人企业家和企业品牌作为母品牌以及不同类型的名人企业家作为母品牌在不同匹配度和不同产品类型下所进行的品牌延伸进行了比较。本研究发现,在低度匹配情境下,企业家作为母品牌所进行的品牌延伸能够获得更高的延伸评价;同时,低调型企业家向享乐型产品进行的品牌延伸获得的评价相对较低。

Entrepreneur celebrity, as a special social group, has attracted the attention from social public at home and abroaa m recent years, have significant impacts on firms, consumers and investors.This paper tries to introduce entrepreneur celebrity into the research of brand extensions, and compares brand extensions taking entrepreneur celebrity and enterprise brands as parent brands respectively and taking entrepreneur celebrity with different types as parent brands under different accouplement and product types through experiment design of two contexts. It shows that in the low-fit con- text,brand extensions taking entrepreneurs as parent brands can obtain higher-level extension evaluation.At the same time,brand extensions of hedonic products by understated entre-preneurs obtain relative lower-level evaluation.