品牌纵向延伸下消费者感知契合度与品牌形象的关系研究——基于本田与奇瑞轿车品牌的实证分析  

Relevance Study on Consumers' Perception Integration and Brand Image with Vertical Brand Extension——An Empirical Analysis of the Two Brands of Chery and Honda

作　　者：鲁瑶[1] 张京洲[2] 

机构地区：[1]金陵科技学院信息技术学院,江苏南京211169 [2]安徽商贸职业技术学院,安徽芜湖241002

出　　处：《金陵科技学院学报（社会科学版）》2013年第3期38-42,共5页Journal of Jinling Institute of Technology(Social Sciences Edition)

摘　　要：回顾了品牌延伸的相关概念和模型,感知契合度的定义以及品牌形象的概念和维度,在借鉴Aaker和Biel品牌形象模型研究的基础上,提出了自己的研究模型和假设。以奇瑞和本田两个轿车品牌为例设置纵向向上延伸的问卷调查,提出管理建议:企业应该根据行业特点,加强感知契合度与品牌形象的匹配度,通过提升感知契合度来提升品牌形象,增加品牌延伸成功的概率。This paper reviews the relevant concepts and models of brand extension, the defini- tion of perception integration as well as the concept and dimension of brand image. Based on Aaker and Biel＇s study on the model o{ brand image, the study puts forward their own re- search models and assumptions. The two car brands of Chery and Hondaale investigated by setting a questionnaire survey on the vertical upward extension. The study concludes with managerial advice that in the high technology-intensive industry, the technology transfer capa- bility of the brand extension is particularly important. Enterprises should, on the basis of their industry characteristics, strengthen the matching of perception integration with the brand im- age and enhance the brand image by promoting perception integration to increase the probabili- ty of successful brand extension.

关 键 词：品牌延伸 纵向延伸 品牌形象 

分 类 号：F713[经济管理—产业经济]