餐饮老字号品牌延伸对品牌形象的影响机制研究——基于感知契合度的视角

Research on Impact Mechanism of China's Time-honored Catering Brand Extension upon Brand Image Based on Perspective of Perceived Fit

在文献分析的基础上,构建了基于感知契合度的餐饮老字号品牌延伸对品牌形象影响的理论模型。通过预测试,选择"全聚德"和"便宜坊"2个餐饮老字号品牌作为研究的母品牌,运用情景模拟法,模拟推出4种与母品牌之间的感知契合度有显著性差异的虚拟延伸产品:月饼、汉堡、茶叶和咖啡。在预测试的基础上,设计了2个母品牌和4种延伸产品的不同组合的8个版本的调研问卷,进行大样本调研。借助结构方程模型对餐饮老字号品牌延伸对品牌形象影响模型进行了检验,研究发现:餐饮老字号品牌延伸对品牌形象的稀释效应取决于延伸产品与母品牌之间的感知契合度;延伸产品与餐饮老字号品牌之间的文化契合度正向影响品牌延伸态度;餐饮老字号品牌感知质量对品牌延伸态度的影响不显著。

On the basis of literature review,a theoretical model is constructed to study the impact of China’s time-honored catering brands extension upon brand image based on the perspective of perceived fit. Through a series of pre-test,the Quanjude and Bian yi fang are chosen as parent brands. Four different virtual extension products are selected,which are moon cake,hamburger,tea and coffee. The situational simulation is used to introduce the four virtual extension products,with 8 versions survey questionnaire designed to test the theoretical model. Through structural equation model,the main conclusions of the study are drawn as follows： firstly,the dilution effect of China’s time-honored catering brand extension on brand image depends on the perceived fit of extension product and parent brand; secondly,this study verifies the existence of the factors of perceived cultural fit between the extension and the parent brand; thirdly,the perceived quality of China’s time-honored catering brands has an insignificant impact on the attitude of consumer’s brand extension.