产品质量变化对品牌名-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

出　　处：《营销科学学报（辑刊）》2008年第2期86-96,共11页Journal of Marketing Science

基　　金：感谢匿名审稿人的建议和评论.本研究受JMS博士生研究基金的资助.

摘　　要：通过三个实验，考察不同延伸品命名策略下（单一品牌延伸和母子品牌延伸）产品质量变化对品牌名与质量联结关系的影响。结果表明：（1）在单一品牌延伸条件下，延伸产品质量下降减弱品牌名与高质量的联结强度；（2）在母子品牌延伸条件下，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。（3）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、子品牌与高质量的联结强度。产品线延伸条件下，特别是在母子品牌延伸条件下．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。Three experiments were conducted on brand extension to investigate the effect of quality variability on the brand name-quality association. Results of experiment one show that, the declination of sub-brand＇s quality decreases the strength of association between brand name and high-quality for one-brand name extension. Results of experiment two show that when the parent brand is of high quality, declination of sub-brand＇s quality decreases the strength of association of perceived high quality with both the parent brand name and sub-brand name. Meanwhile, if parent brand is of low quality, the variability of sub-brand＇s quality has no effect on brand name-quality association. Results of experiment three show that when the sub-brand is of high quality, declination of parent brand＇s quality decreases the strength of association between the parent brand name and perceived quality, but increases the strength of association between the sub-brand name and high quality. It is also shown that when sub-brand was of low quality, the variability of the quality of parent brand decreases the strength of association of quality with both the parent brand name and the sub- brand name. These results provide supporting evidence for Least Mean Squares Connectionist model（LMS） but not for Human Associative Memory Model（HAM）. This study offers a new perspective to constructing brand equity and extends the scope of research on brand extension.

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：F273.2[经济管理—企业管理] TS261.48[经济管理—国民经济]