调节聚焦对品牌延伸的影响：母品牌类型、母品牌与延伸产品匹配类型的调节作用  

The Impact of Regulatory Focus on Brand Extension:The Moderating Effect of Parent Brand Type and Fit Type

作　　者：吴川[1] 张黎[2] 郑毓煌[3] 杜晓梦[4] 

机构地区：[1]北京大学中国经济研究中心 [2]北京大学国家发展研究院 [3]清华大学经济管理学院 [4]北京大学光华管理学院

出　　处：《南开管理评论》2012年第6期51-61,共11页Nankai Business Review

基　　金：北京大学中国经济研究中心-奥美品牌研究中心项目资助

摘　　要：品牌延伸已经成为企业推出新产品的主要策略之一,成功的品牌延伸可以帮助企业利用品牌这一无形资产,提高企业的绩效。本文首先回顾了品牌延伸的经典研究范式:从母品牌质量、母品牌与延伸产品匹配两个角度来研究品牌延伸评价,随后再从消费者个体属性视角来拓展此研究范式。在评价品牌延伸时,不同调节聚焦属性的消费者对于母品牌质量、母品牌与延伸产品匹配程度两个因素的相对重要性的判断存在差异:趋进型调节聚焦属性的消费者更加重视母品牌与延伸产品之间的匹配;规避型调节聚焦属性的消费者更加重视母品牌质量。在发现了调节聚焦对品牌延伸评价的影响后,本研究进一步揭示了母品牌类型、母品牌与延伸产品匹配的类型对上述影响的调节作用。Brand extension has been one of main methods of marketing new products by companies, and successful brand ex- tension could help companies utilize the intangible assets-brand, improving profits. Meanwhile, successful brand extension could help build brand equity, making brands influential in the market. As the competition becomes intense, consumers gradually tend to hold powers in the marketing channel. As a result, we should study brand extension from the angle of consumers. This article is one of the streams of research, trying to figure out the effect of regulatory focus on brand extension evaluation. First, we review the literature of brand extension： how do parent brand quality and the fit between parent brand and extension product affect brand extension evaluation. Consequently, we apply this framework to different contexts where the attributes of individual consumers vary. According to cognitive psychology, consumers are bounded rational individuals rather than total rational individuals, and this article address this bounded rationality from the motivation an- gle. Individuals could be divided into two groups： promotion-fo- cused and prevention-focused individuals, and the behavioral dif- ferences of those two groups is the very focus of this article. We find that when evaluating brand extension consumers with dif- ferent regulatory focus will attach significantly different weight to parent brand quality and fit： promotion-focused consumers adopt relational elaboration to analyze the world, tending to focus on the underlying relationship among events and consequently emphasizing the fit between parent brand and extended product. Prevention-focused consumers adopt item-specific elaboration to analyze the world, tending to focus on specific attributes of individual events and consequently emphasizing parent brand quality. After uncovering the impact of regulatory focus on brand extension, we begin to explore the moderating roles of parent quality type and fit type. In a word, we test the internal vali

关 键 词：品牌延伸 调节聚焦 母品牌类型 匹配类型 

分 类 号：F273.2[经济管理—企业管理]