品牌联合的溢出效应对品牌资产的影响研究

A Study on the Effect of the Brand Spillover Alliance on Brand Equity

本文以我国汽车行业跨国品牌联合为例,研究了品牌联合的溢出效应对品牌资产的影响。首先在其他学者的研究基础上,提出了溢出效应的理论模型和理论假设。然后设计了两组对比实验,并通过三次预调查,确定了两组实验中的核心品牌、附属品牌,以此来操控联合匹配度的高低。最后用多种统计方法进行假设验证,验证了Park、Simonin&Ruth和孙国辉等学者的研究成果;得出联合后的品牌资产都受到消费者对联合品牌评价的正向影响;当联合匹配度较高时核心品牌会得到正面的溢出效应结论。

This paper mainly research on spillover effect on brand equity in the case of transnational co-branding of auto industry. At first, this paper proposes theoretical models and theoretical assumptions of spillover effects based on other scholars. Then in order to control the level of the united match. it designs two comparative experiments. Conducts three pilot surveys and determines the core brands end the subsidiary brands in the two experiments. At last. it uses a variety of statistical methods to test hypothesis and draw conclusions.