消费者态度与品牌延伸策略

采用了艾柯和凯勒构造的品牌延伸评价的主要因素模型,选用中国产品品牌作为研究对象,分析中国消费者对我国产品品牌延伸态度。研究结果表明,影响品牌延伸态度的因素主要由消费者对原产品质量的认知和原产品与延伸产品的相关性即转移性、替代性和互补性构成。研究结果对中国企业应如何采取品牌延伸的策略提供了依据。

Study of customers attitudes and strategies of brand extensions

This paper replicates main factors model which Aaker and Keller's construct for brand extension evaluation. It adopts Chinese brand as the object of the research and analyzes the attitude of Chinese customers toward domestic brand extensions. The results show that the factors which show impact on the evaluation of brand extensions include the overall quality of original brand, relativity between original and extensive products. The results provide an important evidence for Chinese companies to make brand ex...