品牌延伸情境下品牌态度的前因机制研究——品牌延伸相似度与象征性价值的交互效应

Antecedent Mechanism of Brand Attitudes in the Context of Brand Extension:Interaction Effect of Brand Extension Similarity and Symbolic Value

基于解释水平理论和心理定势理论,分析品牌延伸相似度与象征性价值对品牌态度的影响机制,检验品牌延伸评价的中介效应和品牌体验的调节效应。结果表明:在品牌延伸情境下,品牌延伸相似度与象征性价值具有交互效应,正向影响品牌态度;品牌延伸评价部分中介了该交互效应与品牌态度之间的关系;当消费者品牌体验较高时,该交互效应对品牌延伸评价的正向影响程度更强,对品牌态度的间接正向影响也更强。进一步揭示了品牌延伸情境下品牌态度前因变量的交互效应及该交互效应对于品牌态度的中介调节机制,为企业进行品牌延伸相关决策提供参考。

Based on the theory of construal level and psychological set theory,this paper explores the influence mechanism of brand extension similarity and symbolic value on brand attitude,and the mediating and moderating effects of brand extension evaluation and brand experience.It is found that in the context of brand extension,brand extension similarity and symbolic value have interactive effects,and positively affect brand attitude.Brand extension evaluation partially mediated the relationship between the interaction effect and brand attitude;when the consumer brand experience is high,the interaction effect has a stronger positive impact on brand extension evaluation and an indirect positive impact on brand attitude.The study further reveals the interaction effect of the antecedent variable of brand attitude in the context of brand extension and the mediating and moderating mechanism of the interaction effect on brand attitude,which provides the corresponding reference for enterprises to make brand extension-related decisions.