基于品牌联合类型的解释策略选择对消费者评价新产品影响机理研究

The Research on the Influence Mechanism of Interpretation Strategy Selection Based on Co-branding Type on Consumer Evaluation of New Product

企业根据品牌联合类型选择恰当而有效的解释策略获得消费者对品牌联合推出新产品的积极响应能够在提升市场竞争力中起到事半功倍的效果。既往有关消费者对通过品牌联合推出新产品反应的研究成果主要从合作品牌间的匹配性、关联度、紧密度及合作品牌各自的知名度等品牌自身因素考察品牌联合对消费者态度和行为的影响,缺乏关于联合品牌促销宣传策略选择如何影响消费者对新产品评价方面的探讨。笔者基于概念组合理论和信息加工流畅性理论,采用实验研究的方法,实证根据品牌联合类型所选择不同解释策略影响消费者对新产品评价的差异性及其内在机理。实验结果表明:对于类别相似的品牌联合,属性解释策略更有利于提升消费者对新产品的评价;对于主题相似的品牌联合,关系解释策略更有利于提升消费者对新产品的评价;在品牌联合类型与相应解释策略选择对消费者评价新产品的交互影响过程中,信息加工流畅性起到了中介作用。本文从选择解释策略揭示消费者对联合品牌响应内在机理的尝试性探讨以及得出的结论是对品牌联合理论研究的一种有益拓展,丰富了选择联合品牌解释策略和消费者评价联合品牌新产品方面的现有文献,为企业如何依据品牌联合类型选择其解释策略以及提升消费者对新产品好评等实践活动提供理论支持和管理启示。

According to the type of co-branding,enterprises can choose appropriate and effective interpretatioin strategies to obtain consumers’positive response to new products of co-branding,which can effectively enhance the market competitiveness.Previous researches on consumers'reaction to the new products of co-branding mostly focused on the influence of brand factors,such as the matching degree,correlation degree,closeness degree and brand awareness.But the influence of co-branding promotion strategy selection has been ignored.Based on the concept combination theory and information processing fluency theory,this study explores the difference and influence mechanism of different interpretation strategies on consumer’new products evaluation according to the type of co-branding.The results showed that attribute interpretation strategy is beneficial to improve consumers'evaluation of new products under categorical similarity co-branding,and relation interpretation strategy is beneficial to improve consumers'evaluation of new products under thematic similarity co-branding.Information processing fluency plays a mediating role in the interaction between co-branding type and interpretation strategy on the influence of new product evaluation.This study reveals the internal mechanism of consumers'response to co-branding and draws the corresponding conclusions,which is a beneficial extension to the research of co-branding theory,and enriches the existing literature on the selection of interpretation strategy and consumers'new product evaluation in co-branding.The findings also provide theoretical support and management implications for enterprises'practical activities such as how to choose interpretation strategies according to co-branding types and how to improve consumers'praise for new products.