老字号产品品牌延伸对消费者忠诚度影响研究

Research on the influence of brand extension of time-honored products on consumer loyalty

深入理解品牌延伸如何促进母品牌焕发新活力,保留消费者对品牌的忠诚度,对老字号企业制定科学合理的品牌延伸策略具有重要的参考价值。本文根据SOR理论,运用结构方程模型与模糊集定性分析法探究老字号延伸产品的品牌真实性对母品牌品牌忠诚的影响,并检验品牌情感在其中发挥的作用。SEM分析结果显示:延伸产品通过保持品牌风格与标准、尊重品牌遗产和保持品牌精髓,使消费者对母品牌保持较高的品牌忠诚,品牌情感中的真有之情和应有之情在其中发挥中介作用,且没有显著差异。fsQCA分析结果显示:品牌真实性和品牌情感的维度组合构成了三种对母品牌产生品牌忠诚的诱发路径。基于此,应挖掘老字号延伸产品的品牌真实性,充分运用品牌情感的作用,围绕品牌情感区分消费者,分类制定营销策略。

It has important reference value for time-honored enterprises to develop scientific and reasonable brand extension strategies by deeply understanding how brand extension can promote the parent brand to glow with new vitality and retain consumer loyalty to the brand.Based on SOR theory, this paper uses structural equation model and fuzzy set qualitative analysis to explore the influence of brand authenticity of time-honored extension products on parent brand brand loyalty, and tests the role of brand emotion in it. The results of SEM analysis show that the extended products enable consumers to maintain high brand loyalty to the parent brand by maintaining the brand style and standards,respecting the brand heritage and maintaining the brand essence. The true feelings and due feelings in the brand emotion play an intermediary role, and there is no significant difference. The results of fsQCA analysis show that the dimension combination of brand authenticity and brand emotion constitutes three kinds of inducement paths of brand loyalty to the parent brand. Based on this, we should explore the brand authenticity of time-honored brand extension products, make full use of the role of brand emotion, differentiate consumers around brand emotion,and develop marketing strategies by classification.