基于消费者认知的品牌延伸综合评价研究

上海交通大学硕士学位论文基于消费者认知的品牌延伸综合评价研究姓名：鲍凌丰申请学位级别：硕士专业：企业管理指导教师：顾锋200601013200601124□□“√”2006011220060112678RESEARCHONOVERALLEVALUATIONOFBRANDEXTENSIONBASEDONTHECONSUMER’SPERCEPTIONABSTRACTBrandextensionisakindofbrandstrategyusedonthenewproductlaunch.Buildingupascientificevaluationcriterionandapproach,whichcouldfacilitatetheenterprisestomaketherationalbrandextensiondecision,isthevitalpointwhenbrandbeingextended.However,theresearchesonthebrandextensionevaluationarestillscattered,andacomprehensiveevaluationframe,whichintegratestheevaluationontheresultofthebrandextensionandtheinfluenceoftheextensionresultontheparentbrand,hasnotexisted.Asaresult,thisresearchwillsetupanoverallevaluationmodelofthebrandextension,inordertoprovidethepractitionerswithafacilitatedandsensibleevaluationcriterionandapproachforthebrandextensiondecision-making.Thisresearchaimsatconstructinganoverallevaluationmodelofthebrandextensionbasedonconsumer’sperception.Firstofall,theliteraturesonthebrandextensionevaluationwillbesummarized,andthediscreteresearchesontheevaluationcriterionandinfluentialfactorswillbeintegratedintotheoverallevaluationmodelofthebrandextension.9Then,asetoftestswillbedesignedtoattainthedatumfortheempiricalresearch.Finally,thevaliditysuperiorityandpracticabilityofthemodelwillbetestedbyanalyzingthedatumwithAnalysisofMulti-Variance.Inchapterone,thesignificanceoftheresearchwillbeexpatiated,andtheoverallevaluationmodelandtheframeoftheresearchwillbeintroducedbriefly.Inchaptertwo,therelatedliteratureswillbesummarizedalongthreecues,aswillfindoutthedefectoftheextantresearches.Inchapterthree,twoaspectsofbrandextensionevaluationandinfluentialfactorswillbeintegratedintotheoverallevaluationmodelofthebrandextension.Inchapterfour,asetoftestswillbedesignedtoattainthreekindsofdatumfortheempiricalresearch:consumer’sevaluationonbrandextensionresult,influencesonparentbrand,andconsumer’sperceptionsonassortedinfluentialfactors.Inchapterfive,AnalysisofMulti-Variancewillbeusedtoanalyzethedatumtotestthevalidityandsuperiorityofthemodel,andsomespecificexampleswillbegiventoillustratetheusageofthemodel.Inthechaptersix,somesuggestionsandfuturedirectionofresearchwillbeofferedaccordingtothewholeessay.KEYWORDSbrandextensionoverallevaluation,consumer’sperception,modelanalysisinfluentialfactor11bQF∑=41iiiIAaQbPaPoEeEg121[1]BrandExtension[2]1-11-1Figure1-1TheClassificationofBrandExtension2020708019851350001[3],1988l5[4]19771984120-17580%[4]1979Tauber[5](Aaker,1990)95%Nielsen(Kepferer1992)1977198440%[6]1982320%7080TauberBoushRiesTroutAndersonBoozAllenBraggLynchSrull90AakerKeller1990[7]1992[8][9]1993IJRMJM,JCR,JMR142A.15B.C.D.E.163AB/C20-35[10]20-3520-351-2171-2Figure1-2FrameoftheReserch181A.B.C.12090(Affect-transferModel)2-119122-1Figure2-1Affect-transferModel1Boush[4]1987(stimulusgeneralizationandassimilation)()2///AakerKeller(1990)[7](CognitiveConsistency)//2(CategorizationandSchemaTheories)FiskePavelchak[3]202-2[11]SmithAndrewsParkSrinivasanBroniarczykAlba1994[12]BhatSReddySK[13]1999∑iiIA(iAiiI)AakerKellerBoushLokenAakerKellerHaagenDazsHaagenDazs2-2[11]Figure2-2Association-demandModelBroniarczykAlba[12]Nijssen[14]Nkwocha2000[15]212AakerKeller1990[7]107A&K4SundeBrodie1993[16]AakerKeller,AakerKellerAakerKeller[17]MuthukrishnanWeitz1991[18]----BrickleyLoken1991[19]--Park.MilbergLawson1991[20]---22SmithAndrewsParkSrinivasanBroniarczykAlba1994BroniarczykAlba[12]MuthukrishnanWeitz[18]Nijssen[14]TaylorBearden2002[21]28522()2()MeyvisJaniszewski2004[22]JingLeiRogerPruppersHansOuwersloot2004[23]3RiesTrout1986)Tauter1981[24]YovovichCimarron[25]Sullivan5000[26]Morrin[27]BarbaraJohn1993[28]KellerAakerRomeo[29]Johnetal.(1998)[30]23KellerAakerKellerAaker[8]SmithPark1992[31]ArtherShaw2000[32]RohiniAhluwaliaZeynepGurhan-Canli[33]EvaMartinezJoseMPina2003[34]21A24BCD795252ABC262713-1[35],,,283-1[35]Figure3-1PsychologyModelbehindBrandExtension12-1292-2:AB302AΒ3-1[36]3-1[36]Table3-1ExpandtheBrandImagebyBrandExtensionWeightWatchersSunkistCrayolaAuntJemimaΧ∆BΒ31Χ∆C3223-13-2Figure3-2ModelofConsumerOverallEvaluationsofBrandExtension33AakerandKeller,1990[7]Nijssenetal.,1996[37]Milbergetal.,1997[38]AakerandKeller,1990[7]BoushandLoken,1991[39]BrandEquityPittaandKatsani,1995[40]Farquharetal.,1990[41]Reddyetal,1994[42]deChernatonyetal.,1998[43]AakerandKeller,1990[7]Gail,1993[44]Nakamotoetal.,1993[45]134oEeEg),,(1∑=∆∆∆=niiiAQPggλP∆Q∆∑=∆niiiA1λiλi),,(1∑=∆∆∆⋅=niiieoAQPgEEλeEgoEggg35gbaPPaPbP551≤≤baPPeEeEQ∆oE141≤−≤−baQQ04≤−baQQ1≤baPPeE0EeoEE≥36g4babaQQPPg−+=)4(babaeoQQPPEE−+×=2APerceivedQualitybQGarvin,1984[46]AndersonandHubert1963Carlston1980LingleandOstrom1979Risky1979HolbrookandCorfman1985[47]JacobsonandAaker1987[48]Olshavsky1985[49]Zeithaml(1988)[50](Aaker1996[51])(Aaker1996DeRuyterandWetzels2000[52]Jun,Mazumdar,andRaj1999[53])(e.g.,AakerandKeller1990Jun,Mazumdar,andRaj1999KellerandAaker1992VanRiel,Lemmink,andOuwersloot2001[54])AakerKeller1990[8]SundeBrodie1993,KellerandAaker(1992)orBottomley(1996[55]Holden(2001)[56]37MuthukrishnanWeitz1991[18]Romeo(1991)KellerandAaker(1992)bQeEBFitSimilarityF