子品牌名称对品牌延伸的影响研究

The Effects of Subbranding Name on Brand Extension

主要研究子品牌的名称结构对消费者品牌延伸评价的影响。实验表明,在品牌延伸名称中越突出母(子)品牌,被试越趋向于进行分类(分型)加工。当子品牌名称含有暗示性的产品定位信息时,通过子品牌延伸(相对于家族品牌延伸)可以提高被试对不相似延伸的评价;而当子品牌名称不具有暗示性时,母品牌名称变得相对更可及,从而被试更趋向于进行分类加工。该研究结果可帮助企业正确设计品牌延伸战略。

This paper examines the effects of the subbrand＇s name structure on consumers＇ evaluation of brand extension. The experiment shows that the more the parent brand（ subbrand） name is highlighted in brand extension,the more likely subjects are to be processed in accordance with categorization（ subtyping）. When a subbranding name contains suggestive information on product positioning,the subbrand extension can improve the evaluation of dissimilar extension（ compared to the family brand extension）. However,when a subbrand name is nonsuggestive,the parent brand name becomes more accessible. Thus,more possibly,subjects are processed based on categorization. This result will help enterprises design their strategies in extending the brands.