互联网品牌感知契合度对延伸评价的影响--基于母品牌功能形象的调节作用  

作　　者：马进军[1,2] 刁雅楠 单娟[1] 

机构地区：[1]上海大学管理学院 [2]上海大学市场营销教研室

出　　处：《企业经济》2015年第8期85-90,共6页Enterprise Economy

基　　金：教育部留学回国人员科研启动基金项目“基于文化差异视角的中国企业海外经营绩效研究”;上海市浦江人才计划项目“知识视角下我国产业集群技术学习策略与机制研究”(批准号:12PJC012);上海市教育委员会科研创新项目“后发国家技术追赶战略及技术创新能力提升研究”(批准号:12YS007)

摘　　要：随着互联网产业的发展,越来越多的互联网企业开始通过品牌延伸进行企业的扩张,而如何进行有效的品牌延伸成为互联网企业普遍关注的问题。以互联网餐饮品牌"饿了么"为研究对象,通过问卷调研,结果表明:产品契合度、技术契合度均显著影响消费者对互联网品牌延伸产品的评价,母品牌功能形象负向调节感知契合度与延伸评价之间的关系。因此,互联网企业在实施品牌延伸策略的过程中,既要注重产品契合度、技术契合度的作用,又要加强品牌建设,做到契合度与创新性的适度结合,从而制定更合理有效的互联网品牌延伸和营销策略。With the development of internet industry, more and more internet firms have begun to use the brand extension strategy to expand their market. However, how to effectively extend their brands has become an issue for most firms. Using internet restaurant brand ＂ele.me＂ as the research object, the empirical study shows that the product fit and the technology fit influ- ence positively the evaluation of internet brand extension and functional image plays a moderating role between perceived fit and extension evaluation. Therefore, the internet firms should take the product fit and technology fit into account in the process of implementing the brand extension strategy, and at the same time, strengthen the brand construction in order to have balance between perceived fit and innovation, thus formulating a more reasonable and effective internet brand exten- sion and marketing strategy.

关 键 词：互联网品牌 品牌延伸 功能形象 感知契合度 延伸评价 

分 类 号：F272.3[经济管理—企业管理]