消费者对品牌延伸的评价_运用残差中心化方法检验Aaker和Keller模型

:1003-207(2001)05-0062-06消费者对品牌延伸的评价:运用残差中心化方法检验Aaker和Keller模型符国群(北京大学光华管理学院市场营销系,北京100871):2001-02-12:(79770066):(1963-),(),,Aston,,,,:.:1995,,AakerKeller,A&K,:;A&K;:C931:A1AakerKeller1990,(Aaker)(Keller),[1],AakerKeller,A&K:3,,,,A&K4:(1),,(2),,,(3),,(4),,,,,[2],,A&Kyy1y2,y1,y2,7,y5:x1,7,1=95200110ChineseJournalofManagementScienceVol9,No5Oct,2001AakerKeller,7=;x2x3x4()()(),3,7;x5,,1=,7=2,3x1,3x1x2x1x3x1x4,,:y=a0+a1x1+a2x2+a3x3+a4x4+a5x5+a12x1x2+a13x1x3+a14x1x4(1),a0a1a2a3a4a5a12a13a14()(F&S)T(A&K)T(S&B)T(x1)006130010106731***(x2)02839***01520**01604(x3)00101-002-0402407(x4)00204-008-1009924***(x5)01583***01262***0000x1x2-008-100121400701x1x301823***02532***00501x1x40071101821***-099-21R2=0242814R2=0262140R2=0481413:******01005001635::AakerKeller1,1,,SundeBrodie1993,1995,A&K3,,[3],3,,(F&S)A&K,SundeBrodie(S&B)A&K,,S&B,4,,2A&K3,x1x2x3x4S&B,(x2)(x3)(x4)x1x2x1x3x1x4088092093[4];F&S,0.86087089A&K,,,?Lance,,,:(1),;(2);(3);(4)[5],(2)x1x2x1x3x1x4x1x2x3x4,,(3),,,,,(1)(x1)=b0+b1x1+b2()(2)(x1)=(x1)-(x1)(3)x2x3x43,(2)b0b1b21996BottomleyDolye(Residualcenteringmethod)SundeBrodie,[6],AakerKeller,1995AakerKeller1990,,,642001,A&K,,A&K,,BottomleyDoyle,A&K()(F&S)T(S&B)T(x1)01379***025132***(x2)021104***026127***(x3)01682***030146***(x4)01049***01885***(x5)01583***00316x1x20021000842***x1x300523**00424**x1x400211-001-06R2=0262140R2=0431559:******01005001#SundeBrodie,BottomleyDoyleSundeBrodie,3,F&SA&K,,,,:(1),,,,,(2),(3),,,,SundeBrodieBottomleyDoyle,,AakerKeller,Lance,BottomleyDoyle95,B&D,:A&K,,,F&Sx2x5,,,,,655::AakerKeller,x1x3018005,,,S&BF&S,,,,,A&K,:A&K,x1,AakerKeller:,,,,,,,,,Levi,Levi,,,,AakerKeller3,,,,(A&KS&B),,,,,,,x5,S&BF&S,,,,,,,,,F&S,,S&B,:[1]DavidAakerandKevinKeller(1990),ConsumersEvaluationsofBrandExtensions,JounalofMarketing54(Jan-uary),27-41.[2].:.,1995,(5).[3]DavidAakerandKevinKeller(1993),Interpretingcross-culturalreplicationsofbrandextensionresearch,Inter-nationalJournalofResearchinMarketing,10,55-59.[4]L.SundeandR.J.Brodie(1993),Consumerevaluationsofbrandextensions:Furtherempiricalevidence,Interna-tionalJournalofResearchinMarketing10,47-53.[5]C.E.Lance(1988),Residualcentering,exploratoryandconfirmatorymoderatoranalysis,anddecompositionofef-fectsinpathmodelscontaininginteractions,AppliedPsychologicalMeasurement12,163-175.662001[6]PaulBottomleyandJ.R.Doyle(1996),Theformationofattitudestowardsbrandextensions:Testingandgeneraliz-ingAakerandKellersmodel,InternationalJournalofResearchinMarketing28(February),16-28.ConsumersEvaluationsofBrandExtensions:TestingAakerandKellerModelbyResidualCenteringMethodFUGuo-qun(GuangHuaManagementSchool,BeijingUniversity,Beijing100871,China)Abstract:Thispaperre-examinedA&KbrandextensionmodelbyusingChinasdataandResidualCenteringMethod.TheRCMisconsideredtobeeffectiveindealingwithmulticllinearityproblemexistedinthepreviousstudies.ThefindingsshowthatconsumersattitudestowardsbrandestensionsaredrivenprimarilybythemainvariablesandmoderatedviainteractiontermsinA&Kmodel.Finally,briefdiscussionsofthefindingsarepresented.Keywords:brandextension;A&Kmodel;residualcenteringmethod675::AakerKeller