品牌延伸还是子品牌?——基于品牌态度、广告说服和购买意愿的比较  

Brand Extension or Sub-Brand? A Comparison of Brand Attitude,Advertising Attitude and Purchase Intention

作　　者：苏凇[1] 黄劲松[2] 

机构地区：[1]北京师范大学经济管理学院,北京100875 [2]北京航空航天大学经济管理学院,北京100191

出　　处：《管理评论》2013年第2期98-107,125,共11页Management Review

基　　金：国家自然科学基金项目(71073007;71272044;71172015);教育部人文社科基金项目(11YJC630183)

摘　　要：企业制定新产品的品牌策略时,需要综合权衡对母品牌形象的利用程度和对母品牌形象的反馈影响,并制定针对性的广告策略。本研究提出了一个整合的广告态度中介影响模型,实证比较了消费者对不同品牌策略的反应。结果表明,品牌延伸策略尽管在承担母品牌形象受损的风险下,更多地利用了母品牌形象,但该策略下产品信息对购买的说服效率较低,这说明广告投放的侧重点应在于强化品牌形象;而子品牌策略虽然在降低对母品牌反馈影响的同时,也减少了对母品牌形象的利用,但该策略下产品信息对购买的说服效率较高,这说明广告投放的侧重点应在于产品的信息说服。该结果可为企业制定品牌策略和广告策略提供借鉴。When develop branding strategies for new products, managers need to take comprehensive considerations to the leverage of established brand and the feedback effect on the parent brand, and develop corresponding advertising strategies. The present research proposes an integrated mediation model for advertising attitude and empirically compares consumers＇ different responses to extended product information and sub-brand product information. The results show that, although the parent brand contributes more to the purchase intention of new products with the risk of damaging feedbacks, the advertised product information has a weaker effect on the purchase intention when brand extension strategy is used; while the effect of the advertised product information on purchase intention is more significant when sub-brand strategy is adopted, though the parent brand is less leveraged with the smaller risk of backfires. The findings suggest that, the advertising strategy should focus on strengthening the brand image in brand extension situations, while should emphasize improving information persuasion in sub-brand cases. The results provide references for the corporate＇s branding strategy.

关 键 词：品牌策略 母品牌 品牌延伸策略 子品牌策略 

分 类 号：F713.8[经济管理—广告] F273.2[经济管理—产业经济] F224