高科技品牌延伸中技术一致性效应的研究

A study of technology consistency in the extension of high- tech brands

高科技品牌在进行品牌延伸时,延伸产品与母品牌产品之间的技术一致性并非总是有效的,品牌类型和品牌忠诚度会影响技术一致性在品牌延伸中的作用。通过实验性研究对假设进行了验证,结果表明:品牌类型和消费者的品牌忠诚度分别会对技术一致性在高科技品牌延伸中的作用产生调节影响,而且品牌类型和品牌忠诚度对高科技品牌技术一致性的影响并不是孤立存在的,二者之间会产生一定的交互作用,具体而言,对于综合导向型高科技品牌,无论消费者品牌忠诚度的高低,消费者对于技术适度不一致延伸产品的评价与技术一致的延伸产品的评价没有差异;对于功能导向型高科技品牌,与品牌类型相比消费者的品牌忠诚度起到更显著的作用。

During the extension of high- tech brands,technology consistency between products of parent brand and extended products is not always effective. The hypotheses were verified through an experimental study. The results indicated that both brand type and consumer brand loyalty play a moderating role in the effect of technology consistency on brand extension; moreover,the impact of brand type and consumer brand loyalty is not isolated,which also gains an interaction effect. Specifically,for integration oriented high- tech brand,regardless of the level of consumer brand loyalty,there is no difference between the evaluation of extended product with technology moderately inconsistency and extended product with technology consistency; for function- oriented high- tech brands,compared with brand type,consumer brand loyalty plays a more important role. When consumers have high brand loyalty,their evaluation of extended product with technology moderately inconsistency and extended product with technology- consistency have no difference; when consumers have low brand loyalty,their evaluation of extended product will depend on the consistency level of technology between parent brand product and extended product.