消费者特征对品牌延伸边界的影响研究——基于品牌联想的视角

Effect of Consumers Characteristics on the Brand Extension Boundary—— Based on the Perspective of Brand Association

品牌进行延伸时总会受到品牌延伸边界的限制,品牌联想是测量品牌延伸边界的有效工具,通过对品牌非核心联想、主核心联想和次核心联想的冲突分类,对品牌的延伸边界进行了划分,实验结果表明与母品牌的核心联想一致的延伸产品位于品牌延伸边界内,与母品牌主核心联想一致、次核心联想冲突的延伸产品位于品牌延伸边界上,与母品牌的主核心联想冲突的延伸产品则位于品牌延伸边界外。品牌的延伸边界是动态变化的,不同特征的消费者对品牌延伸边界上的延伸产品的接受态度不同。消费者的创新性、消费者思维方式、消费者情绪、消费者情境涉入水平和拥有者效应被验证为是影响消费者对品牌延伸边界上的延伸产品的评价的五种特征。

Brand extension is always restricted by the extension border of the brand. Brand association is an effective way to measure the brand extension boundary. Through conflict classification of the non- core association,main-core association and sub-core association,this paper divides the border of extension into three parts. The results show that： when the core association between the extension and the parent brand is consistent,the extension belongs to the internal of the extension border; when the main-core association is consistent but the sub-core association is of conflict,the extension is just on the extension border; while when the main-core association is of conflict between the extension and the parent brand,the extension belongs to the outside of the extension border. The extension border is dynamic. Consumers with different characteristics will show different attitudes to the extension which is just on the extension border. The innovative nature of the consumer,the way of thinking of consumer,consumer sentiment,consumer situational involvement level and owner effect are verified for the five characteristics that influence consumers＇ evaluation of brand extension boundary extension products.