| 品牌延伸会影响品牌个性吗？——反馈效应的视角 |
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| 引用本文： | 周竺,甘露,杨芳,李丽莎.品牌延伸会影响品牌个性吗？——反馈效应的视角[J].科技和产业,2023,23(20):168-178. |
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| 作者姓名： | 周竺 甘露 杨芳 李丽莎 |
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| 作者单位： | 云南民族大学，昆明 650031;郑州城建职业学院，郑州 450000 |
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| 摘 要： | 品牌个性和品牌延伸都是品牌管理的重要内容，二者相互影响，过去的研究着重于品牌个性对品牌延伸的影响，但品牌延伸亦会影响品牌个性发展。选取我国医药行业老字号品牌云南白药作为研究对象，首先对云南白药的品牌个性进行探索性研究，通过四个定性研究确定云南白药品牌个性的项目词汇库，然后通过问卷调查获得的353份样本进行探索性因子分析，确定了云南白药的品牌个性的三个品牌个性维度，即经典真诚、可靠安全、独特神秘。在此基础上，针对云南白药向日化产品的品牌延伸如何影响其品牌个性提出理论假设，通过问卷调查获取205份样本，应用回归分析对假设进行检验，发现品牌延伸的两个维度情感延伸和功能延伸对品牌个性都有显著的正向影响，但功能延伸对品牌个性的正向影响更加显著，而且功能延伸和情感延伸对品牌个性各个维度的影响效果不一。
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| 关 键 词： | 品牌个性 品牌延伸 情感延伸 功能延伸 反馈效应 |
Will Brand Extension Affect Brand Personality: The perspective of feedback effects |
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| Abstract: | The influence of brand personality on brand extension has been studied, but there are few studies on whether and how brand extension affects brand personality. Taking Yunnan Baiyao, a time-honored brand in China''s pharmaceutical industry as the research object, an exploratory study on the brand personality of Yunnan Baiyao was conducted. Firstly, the project vocabulary of Yunnan Baiyao brand personality was determined through four qualitative studies, and then the three brand personality dimensions of Yunnan Baiyao brand personality were determined through exploratory factor analysis of 353 samples obtained through questionnaire survey. That is, the classic was sincere, reliable, safe, unique and mysterious, and completed the measurement of the brand personality of products in the pharmaceutical field. On this basis, theoretical hypotheses on how Yunnan Baiyao''s brand extension to daily chemical products affects its brand personality were put forward. 205 samples were obtained through questionnaire survey, and the hypothesis was tested by regression analysis. It is found that the two dimensions of brand extension, emotional extension and functional extension, have a significant positive impact on brand personality, However, the positive impact of functional extension on brand personality is more significant, and the effects of functional extension and emotional extension on all dimensions of brand personality are different. The research conclusion adds a new perspective to the feedback effect of brand extension.Some suggestions are provided for enterprises to determine the boundary of brand extension.To form the positive feedback effect of brand extension on brand personality, it is necessary to reasonably divide the category attributes of each extended product, and pay attention to the functional extension of the brand on the basis of ensuring the effect of emotional extension. |
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| Keywords: | brand personality brand extension emotional extension functional extension feedback effect |
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