品牌扩展中“稀释效应”的消费者认知机制分析

品牌扩展策略中的“稀释效应”,是指随着核心品牌在新产品上的使用,消费者对核心品牌的评价有所下降的现象。这种现象是否发生,主要取决于消费者对扩展产品的评价值。从消费者的认知出发,用情感迁移模型和联想需求模型分析消费者如何对扩展产品进行评价,认为扩展产品与核心产品的拟合度低、核心品牌的联想不能适用于扩展产品的领域而导致“稀释效应”的产生。

The Cognitive Mechanism of the "Dilution Effect" in Brand Extension

With the parent brand name being used on new products,consumer evaluation on parent brand name's reduced.The phenomenon depends on the evaluation on extended-product.Two cognitive models-affect-transfer model and association-demand model-are introduced to describe how consumer evaluate the extended product.From the viewpoint of cognition,the paper concludes that the similarity of parent product and extended product and the parent-brand specific association are the most important factors.