“仁和”,“时新”与“高雅”:品牌个性认知对品牌延伸评价影响的实证研究

“Humanlity”,“Trendiness”and“Elegance”:The Different Effects of Perceived Brand Personality on Brand Extension Evaluation

本文以中国老品牌为测试对象,通过全国三城市样本数据验证了品牌个性认知强弱对品牌延伸评价的影响关系。研究发现,不同的品牌个性认知强弱对品牌延伸评价具有不同的作用。突出的+二和,个性认知对向下延伸有显著正向影响,但对向上延伸、远延伸和近延伸都无显著影响;而突出的“时新”或“高雅”个性认知对向上延伸和远延伸有显著正向影响,但对向下延伸和近延伸无显著影响。本文最后讨论了实证结果的理论贡献,以及对长期品牌管理实践的重要意义。

This article denostrates the dfferent effects of perceived brand personality on brand extension evaluation bytesting a Chinese time-honored brand through a survey sample data of three cities in China.The study finds thatdifferent brand personality has different impact on the evaluation of brand extension.The salient perception of“hunanlity”personality has significantly positive effect on downward extension,but no significant effect on upwardextension,as well as far extension and close extension;The salient perception of“trendiness”or“elegance”personalityhas significantly positive effect on upward extension and far extension,but no significant effect on downward extensionand close extension,The theoretical contributions and important implications for long-term brand management practicesof this ernpirical results are discussed at last.