产品属性一致性对老字号品牌延伸评价的影响机制

The Impact Mechanism of Product Attributes Consistency on Time-honored Brand Extension Evaluation

采用单因素2水平(产品功能属性一致性:高vs.低;产品享乐属性一致性:高vs.低)的两个组间实验设计,研究产品属性一致性对老字号品牌延伸评价的影响发现,两种属性一致性对老字号品牌延伸评价均有正向影响,且消费者对享乐属性一致性的老字号品牌延伸评价更高。在产品属性一致性对老字号品牌延伸评价的影响关系中,感知自我连续性具有中介效应;怀旧倾向则有正向强化作用,即消费者的怀旧倾向越高,产品属性一致性对老字号品牌延伸评价的正向影响越大。为了提高老字号品牌延伸的效果,应维持延伸产品和原产品的功能属性或享乐属性一致性,增强消费者对自我连续性的感知,以及根据怀旧倾向进行有效的市场细分和品牌中怀旧或创新要素的开发与传播。

The effects of product attributes consistency on brand extension evaluation were studied by using two intergroup experimental designs of single factor and two levels(product functional attributes consistency:high vs.low;product functional attributes consistency:high vs.low).Analysis results of 306 valid data show that the consistency of these two attributes has a positive impact on brand extension evaluation.In addition,Compared with functional attributes consistency,consumers’evaluation of time-honored brand extension with hedonic attributes consistency is higher.In the relationship between product attributes consistency and time-honored brand extension evaluation,perceived self-continuity has mediating effect,while nostalgia tendency has positive reinforcement effect.That is,the higher the consumer’s nostalgia tendency,the greater the positive impact of product attributes consistency on time-honored brand extension evaluation.In order to improve the effect of time-honored brand extension,it is necessary to continue the consistency of functional attributes or hedonic attributes between extended products and original products,to enhance consumers’perception of self-continuity,and to carry out effective market segmentation according to nostalgia tendency and to develop and disseminate nostalgia or innovation elements in time-honored brands.