产品质量变化对母子品牌名-质量联结关系的影响  

The Effect of Quality Variability on the Brand Name-Quality Association

作　　者：刘红艳[1] 王海忠[1] 

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《商业经济与管理》2009年第3期74-81,共8页Journal of Business Economics

基　　金：国家自然科学基金重点项目"中国本土品牌成长与创新研究"(70632003);教育部哲学社会科学重大课题攻关项目"加快中国企业国际知名品牌发展战略"(08JZD0019)

摘　　要：消费者对母品牌产品的感知质量是决定品牌延伸成功的关键因素。文章通过两个实验,考察母子品牌延伸条件下产品质量变化对品牌名与质量联结关系的影响。结果表明:⑴当母品牌产品质量高时,子品牌产品质量下降将同时减弱母、子品牌与高质量的联结强度;反之,对母品牌影响不显著。(2)当子品牌产品质量高时,母品牌产品质量下降减弱母品牌与高质量的联结强度,提高子品牌名与高质量的联结强度。反之,同时减弱母、子品牌与质量的联结强度。最小均方联结主义模型比联想记忆模型更适合解释品牌名-质量联结关系的变化。The effects of product quality variability on the brand name--quality associations are studied under different brand extension conditions with two experiments. The results of experiment one showed that when the parent brand product is high quality, the declination of sub-brand＇s quality reduces the association strength both between the parent brand name/sub-brand name and high perceived quality; while parent brand was low quality, the variability of sub-brand＇s quality has no effect on brand name-quality association. The results of experiment three shows that when the sub-brand product is high quality, the declination of parent brand＇s quality reduces the association strength between the parent brand name and high perceived quality, but increases the association strength between the sub-brand name and high quality; when sub-brand is low quality, the variability of parent brand quality reduces the association strength both between parent brand name/sub-brand name and high quality. The results provide supportive evidence for Least Mean Squares Connectionist model （LMS） rather than for Human Associative Memory Model （HAM）.

关 键 词：品牌延伸 质量变化 品牌名-质量联结 联想记忆模型 最小均方联结模型 

分 类 号：F713.50[经济管理—市场营销]