基于文化契合度的老字号品牌延伸对品牌忠诚的影响研究

Research on Influence of China's Time-honored Brand Extension on Brand Loyalty Based on Cultural Fit

以老字号品牌为研究对象,基于文化契合度的视角构建了一个有调节的中介模型,探索老字号品牌延伸对品牌忠诚的影响。通过预测试选择老字号品牌"景芝"作为研究的母品牌,并开发了景芝茶饮料和景芝咖啡2种虚拟延伸产品。在预测试的基础上,设计了2个版本的调研问卷,进行大样本调研,获得了505份有效调研数据。采用层级回归和"拔靴法"对数据进行了分析,结果表明:品牌延伸会降低消费者对老字号的品牌忠诚度,并且低文化契合度的品牌延伸对品牌忠诚的影响更大;文化契合度正向影响品牌忠诚,感知风险在其中起中介作用;消费者创新性在调节文化契合度与感知风险之间关系的同时也调节了感知风险在文化契合度与品牌忠诚关系中的中介作用;当消费者创新性较低时,感知风险在文化契合度与品牌忠诚关系间的中介作用会更加显著。

With the time-honored brands as research object,a moderated mediation model is set up based on the perspective of cultural fit to explore the influence of brand extension on brand loyalty.Through a series of pre-test,it selects the time-honored brand Jingzhi as parent brand,with Jingzhi tea and Jingzhi coffee developed as two virtual extension products.Based on the pre-test,two versions of questionnaire are designed for large sample survey and 505 effective survey data are obtained.With the method of hierarchical regression and the bootstrapping method,the empirical results indicate that brand extension can reduce the brand loyalty to the time-honored brand,and brand extension with low cultural fit has more influence on brand loyalty.Cultural fit has a positive impact on brand loyalty and perceived risk has a mediating effect in it.While consumer innovativeness moderates the relationship between cultural fit and perceived risk,it also moderates the mediating effect of perceived risk in the relationship between cultural fit and brand loyalty.When consumer innovativeness is relatively low,perceived risk has more significant medi-ating effect in the relationship between cultural fit and brand loyalty.