基于消费者视角的服务品牌延伸评估模型的构建

文章在对服务品牌延伸有关研究回顾的基础上,探讨了服务品牌延伸的内涵与维度,着重研究了顾客互动、母品牌体验和相关度对于服务品牌延伸的影响,并基于消费者视角构建了服务品牌延伸的评估模型,为服务品牌延伸研究提供了一种新的理论视角。

A Consumer-oriented Service Brand Extension Evaluation Model

Brand extension has been the frontier of marketing researches recently,but most of these are designed for goods in manufacture industry.With the boost of service economy,the research of service brand extension is highly demanded.In this paper,after reviewing relative materials,a consumer-based model has been proposed to evaluate the service brand extension. This model highlights the impact of consumer experiences and fitting between brand and the extended brand.