混合品牌策略对消费者产品评价的影响因素研究(1)

上海交通大学硕士学位论文混合品牌策略对消费者产品评价的影响因素研究姓名：马騄骅申请学位级别：硕士专业：企业管理指导教师：顾锋2007010122282ABSTRACTRESEARCHONTHEFACTORSINMIXEDBRANDSTRATEGYINFLUENCEONCONSUMEREVALUATIONOFTHEPRODUCTABSTRACTThecompanyneedstoconstantlyintroducemarket-orientatednewproductforitsowndevelopment.Andtheuseofbrandstrategyisoneofthekeyfactorsforthesuccessfulintroduction.Duetofiercemarketcompetitionandthelimitationofcompany’sresources,moreandmorecompanieshaveadoptedmixedbrandstrategytointroducenewproductinrecentyears.Thatis,thecompanyusecorporatebrandtoendorsenewproduct’sindividualbrand.Effectivelyusingmixedbrandstrategyrequirescompanytocorrectlyunderstandrelatedfactorsandtheireffectinthestrategyinfluenceonconsumerevaluationoftheproduct.Theresearchtakesthemixedbrandstrategyasthemainobject,fromtheperspectiveofconsumers,tostudyhowthemixedbrandstrategyhaveinfluenceonconsumer’sevaluationandpreferenceoftheproduct.Thethesishassixchapters.Thefirstchapterdescribesresearchbackgroundandsignificance,researchthinkingandthearrangementofthethesis.Thesecondchapterreviewsbrandstrategy’smeaningandfunction;researchesregardingABSTRACTtomixedbrandstrategy;summarizesfactorsinfluencingbrandextensioneffectasthebasisforthepropositionandanalysisofinfluencingfactorsintheresearch.Thethirdchaptersummarizesandanalyzesrelatedconceptsofmixedbrandstrategy;buildsthreeaspectsofconsumerevaluationoftheproduct;proposesthefactorsinthemixedbrandstrategyinfluenceonconsumerevaluationoftheproduct,includingthenumberofproductsunderthecorporatebrand,corporatebrandstrength,productfitness,andfurtherproposestheeffectofthesefactors;introducesnewproductwithuniqueattributeandindividualbrandtomakecomparisonresearch.Thefourthchapterdecidestouse222experimentaldesignintheresearch,totally8variablescombiningother2newproductswithuniqueattributeandindividualbrandasthecomparison.Thefifthchapterdoesthemanipulationscheckandliabilityanalysis;testsresearchhypothesisandmakesconclusion;analyzesresearchresults.Thesixthchaptersummarizestheresearch;putsforwardmarketingsuggestion;takesaviewoffutureresearchdirectionandcontent.Theresearchfindsthatthenumberofproductsunderthecorporatebrandhasnosignificantinfluenceontheeffectofmixedbrandstrategy.Mixedbrandstrategyadoptedbythecompanywithhighcorporatebrandstrengthhasgreaterinfluenceonconsumer’sevaluationoftheproductthanABSTRACTthecompanywithlowcorporatebrandstrength.Inthesevendimensionsofcorporatebrandstrength,suchthreedimensionsasproductquality,innovationabilityandglobalizationimagehavehighestrelevancewithconsumer’sevaluationofthenewproduct;whilethecorporatereputationhasthelowestrelevance.Whentheproductfitnessishightothecompany,mixedbrandstrategyhasgreaterinfluenceonconsumer’sevaluationoftheproductthanthefitnessislow;andthereisnosignificantinteractiveeffectbetweencorporatebrandstrengthandproductfitness,reflectingthestronginfluenceextensionofcorporatebrandwithhighstrength.Besides,strongcorporatebrandcaneffectivelyenhancetheconsumer’sperceptionofproductfitness,especiallyontheleveloftechnologytransferringcapacity.Inthehighfitproductcategory,productswithmixedbrandstrategygothigherevaluationandpreferencefromconsumersthanproductswithuniqueattributeandindividualbrand.However,inthelowfitproductcategory,theproductendorsedbystrongcorporatebrandandtheproductwithuniqueattributeandindividualbrandcanwinhigherevaluationandpreferencefromconsumers,andtheproductendorsedbyweakcorporatebrandhasnoadvantage.Thethesishasmadeadeeperresearchandanalysisonthemixedbrandstrategyandproposedtheconceptofcorporatebrand.Takingtheoverseasresearchresultsinthe“meaningless”attributeofthebrandasreference;theABSTRACTexperimentaldesignincludestheproductwithuniqueattributeandindividualbrandascomparisontofurtherdemonstrateandreflecttheeffectofmixedbrandstrategy.KEYWORDS:Brandstrategy,Mixedbrandstrategy,Corporatebrand,Consumer’sevaluationoftheproduct20071242007124200712411.11600033%25%Hatch&Schultz,2001P&GCorporateadvertisingLandorImagePower1993ImagePowerKraftJohnson&2JohnsonNabiscoOwen,19932040052%2006IBM10010LaForet&Saunders,1994Aaker,1996;Hatch&Schultz,20011.21-131-1Figure1-1Researchthinking41.3222825AmericanMarketingAssociation;AMANameTermSignSymbolDesignKeller1998Kotler20031234562.1Aaker1996Aaker619962-12-1Figure2-1StrategicBrandAnalysisLaforet&Saunders1999Keller1998Brandelement2.1.1Brand–Productmatrix2-2-----/-/---/--7BrandlineBrandportfolio2-2Figure2-2Brand–ProductMatrix1234LenovoThinkPad760LenovoThinkPad760LenovoThinkPad760ThinkPad2.1.2Kotler20002-312NABM82-3Figure2-3BrandDecision-makingOverview1Branding2Brand-sponsorManufacturerbrandDistributorbrandPrivatebrandLicensedbrand3Brand-nameIndividualnamesBlanketfamilynamesSeparatefamilynamesCompany-individualnames4Brandstrategy5Brandrepositioning92.1.3Jacoby,SzybilloandBusato-Schach;Morrin1999;OlsonandJacoby1972;Park,LawsonandMilberg1989;ParkandLessig1981;RaoandMonroe1989Akerlof1970Jacoby,Olson,Haddock1971Dawar,Parker1994Kirmani,Rao2000Erdem,Swait1998Erdem,Swait199810BagwellandRamey1988;KihlstromandRiordan1984;MilgromandRoberts1986;Nelson1974BouldingandKirmani1983;C