感知社会地位对向上品牌延伸评价的影响研究

The Effect of Perceived Social Status on Evaluation of Up-ward Brand Extension

向上品牌延伸是企业常用的一种品牌策略,但是消费者往往对企业的向上品牌延伸评价较低。本文综合运用调研法与实验法在四种产品类别中收集数据,检验了感知社会地位对向上品牌延伸评价的影响机理和边界条件。研究结果表明,高社会地位消费者会产生更强的品牌信任,并进而对向上品牌延伸产生更加积极的评价,在高自恋的消费者中感知社会地位对向上品牌延伸评价的积极影响更加显著。

Up-ward brand extension is a brand strategy commonly used by enterprises,but consumers usually have a negative evaluation on the extension.Using the data from surveys and experiments in four kinds of products,this research examines the effect of perceived social status on evaluation of up-ward band extension and its influential mechanism and boundary conditions.The results show that consumers with higher perceived social status are more trust in brand,and thus have a more positive evaluation of up-ward brand extension.Among consumers with higher narcissism,the effect of perceived social status on evaluation of up-ward brand extension will be more significant.