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上海交通大学硕士学位论文品牌延伸决策模型及实证检验姓名：王琦申请学位级别：硕士专业：企业管理指导教师：余明阳20080201IIABSTRACTITHEDECISION-MAKINGMODELFORBRANDEXTENSIONANDEMPIRICALTESTBASEDONCONSUMERATTITUDEABSTRACTByreviewingthecommercialhistory,thecorecompetitivenessoftheenterprisesforexistenceanddevelopmentisinitiallyfocusedonmanufacturingcapabilities,andthenrelyondistributingresourceseffectivelythroughcapitalmarket,andultimatelyshowingastheintegrationandoperationcapabilitiesofbrand.Aftergonethroughpricecompetitionandproductcompetitionstage,thefuturemarketcompetitionwillbefocusedonthebrandcompetition.Moreandmorecompaniesarebeginningtorealizetheirmostvaluableassetisthebrandlinkedtoproductsandservices.Obviously,theenterprisewithfamousbrandoftenhaveahigherpremium,themoreeffectivemarketingeffectiveness,andmoreopportunitiesformarketexpansionandstrongercustomerloyalty,andotheradvantages.Asthenatureofthecapital,enterpriseshaveinherentimpulsetouseallcontrollableresourcestoexpanditsbusiness,brandequityincluded.Andthemostdirectuseofbrandequityisbrandextension.Actually,brandextensionstrategycanbegreateffectiveinreducingthecostofABSTRACTIInewproductintroductionandrisk.However,withbrandextensionwidthanddensitygraduallyincrease,thenegativeimpactofbrandextensionstartedtobecomeapparentasconsumerscognitionrigidity,thelimitationofmotherbrandinfluenceandlowconnectionbetweenbrandandnewproduct.Improperbrandextensionwillnotonlymakenewproductfail,butalsoaffectcorebrandsystem,evenshakenthefoundationoftheentireenterprises.Itisbecauseofthedouble-edged-swordinfluenceofbrandextensionthatthesuccessorfailuresofbrandextensioncasesarealmostsimultaneousincrease;evaluationofbrandextensionopportunitygraduallybecomestheresearchfocus.Averypracticalevaluationmodelofbrandextensioneffectwillundoubtedlyprovidesvaluablebasisforthebrandstrategydecision-makingandwillhavebeengreatroleinguidingtolocalbrandbuilt.Fortheresearchfocusandneededofbrandstrategydecision-making,domesticandforeignscholarsfinishedmanyfruitfulresearchonbrandextensionevaluation,gavethedefinitionoffactorsaffectbrandextension,andproposedthetheoreticalmodelframework,but,someproblemsarestillexistsuchaslackofbrandextensionmechanism,selectabsoluteindicators,systematicdecision-makingmodelresearch.Bythestudyofexistingliteratureandtheresearchaboutinternalmechanismofbrandextensionandthedifferentrolesoftheelementsofbrandequityduringbrandextensionprocess,thisthesiswillbuildtheABSTRACTIIIevaluationindexsystemofbrandextensionevaluationandgivethetheoreticalmodeltoassessthebrandextensionvalue.Onthisbasis,consideringexpertsadvice,thisresearchwillrefinethemainfactorsinfluentonbrandextensionandgiveweighttoeveryfactorbyusingprincipalcomponentanalysisandAHPto,finallyfinishtheestablishmentofthedecision-makingmodelforbrandextensionwithaviewtomakecontributiontolocalbrandmanagementpractice.KEYWORDS:brand,brandequitybasedoncustomer,brandextension,decision-makingmodel11.12006850095%14050028%7095%19438.8%70%14629.2%ARies[1][2][3]3-5WTO295%Aaker1990[4]NielsonKepferer1992[5]1977198440%ETauber1981[6]19901995JMJMRBrandExtension92006JournalofMarketingBrandExtension20MarketingScienceInstituteETauberARiesJTrout[7]2080TauberBoushRiesTroutAndersonBoozLynch3WernerfeltSmithParkWilsonNorton90AakerKeller19901992SundeBrodie1993NijssenHartman1994PaulJohn1996AakerKellerAakerKeller1992[8]VanRiel2001[9]TaylorBearden2002[10]80901997200020031.2412345671.31.3.11-1512341-1Figure1-1Layoutofresearchroute1.3.261234Ana1yticHierarchyProcessAHP2070SaatyTL572.12.1.1Brand13141617191920195018[11][12][13]21955[14]34AlexanderBiel[15]92.1.120Benz2080EdwardTauber1981FranchiseExtensionTauberAaker19902001-10[16][17]Tauber2.220701981TauberBrandExtension80TauberBoushRiesTroutAndersonBoozAllenLynch90AakerKeller1990199220809019953012011[18]ParkLessig1983KamakuraRussell1989McCullochRossi1992[19]70Tauber19811981ParkLessigRobinsonFornell(1985)[20]Wernerfelt(1984)[21]Aaker199095%DacinSmith(1994)[22]121981TauberARiesJTrout(1986)ARies,,,,(ANA)27%Sullivian(1992)[23]SullivianKerinMahajanVaradarajan1990Rubin1990[24]Keller132-1Table2-1Theaffectofbrandextension90AakerKeller19901992SchmittDube(1994)[25]SmithAndrews(1995)[26]DacinSmith(1994)DawarAnderson(1994)[27]AakerKellerMultipleExtensionSequentialIntroduction[28]ParkSungShocker1991CompositeExtensionIBM[29]ChungKimAnneLavack(1996)14[30]ParkMcCarthy(1997)DacinSimth(2002).010111→−〉−−NANANANASSSS2-12002[31]2Park(1984)ParkFiskePavelchak(1986)[32]Tauber(1988)15Boush(1991)[33]AakerKellerSmithPark19901997AakerKeller(1990)perceivedqualitysimilaritySmithPark(1992)ProductFeatureSimilarityBrandConceptConsistencySupply-sideEssencesofSimilarityDemand-sideEssencesofSimilaritySmithPark123SmithParkSearchGoodsExperienceGoodsExperienceGoodsSearchGoods[34]HartmanPriceDuncan(1990)16[35]DacinSmith(1994)DawarAnderson(1994)AakerKeller(1997)Andrew(1998)[36]AakerKellerHanSchimitt(1997)[37]BoushLoken(1991)KardesAllen(1991)[38]FarquharHerrFazio(1990)17[39]ParkMilbergLawson(1991)Roux(1995)[40]VanRiel(2001)AshleyLyeMartinWetzel(2002)ReddyHolakBhat(1993)[41]DacinSmith1994UrbanyWilliam(1997