消费者对企业家的喜爱程度对品牌延伸的影响

The influence of consumers' preference for entrepreneurs on brand extension

品牌延伸是备受企业推崇的一种品牌营销策略。本文将企业家纳入品牌延伸领域,通过情境实验,检验消费者喜爱程度不同的企业家向不同产品类型进行品牌延伸时的效果差异。研究发现:与消费者喜爱程度低的企业家相比,受消费者喜爱程度高的企业家向享乐型产品延伸时,获得的延伸评价较高;而向功能型产品延伸时,两者的延伸评价没有显著差异。

Brand extension is one of the brand marketing strategies which the enterprise prefer to adopting. This paper tries to introduce entrepreneur into the research of brand extensions,taking entrepreneur with the different degree of consumers＇ preference as parent brands under different accouplement and product types though experiment design of two context.It shows that compare to the entrepreneur with the lower- level of consumers＇ preference, to hedonic product extension, the entrepreneur with the higher-level of consumers＇ preference obtain relative evaluation ; to the functional product extension, there was no significant difference between the extension of the evaluation.