文化启动对单一品牌延伸命名策略的影响  

The Influence of Cultural Priming on the Brand Extension Naming of Branded House

作　　者：魏昀[1] 宣长春[1] 林升栋[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2015年第21期18-26,共9页Modern Advertising

基　　金：国家自然科学基金项目“东西方不同文化思维方式对广告说服的影响：一个至下而上的脉络建构与验证”;资助项目编号71372076.

摘　　要：鉴于当前中国消费者普遍受到中西方多元文化的影响，本文试图研究文化启动对品牌延伸命名策略评价的影响，以国内某高校大学生为被试，结果发现：文化启动对消费者评价延伸命名有一定影响，但影响机制较复杂，需综合考虑消费者对原品牌延伸命名策略感知、品牌合适度和品牌涉入度等因素。本文据此初步提出营销建议和品牌延伸命名影响因素模型。Nowadays, multiculturalism exerts a great influence on Chinese consumers. Under the background, this paper tries to study how cultural priming affects consumers＇ evaluation for brand extension naming strategies through choosing students from a domestic university as subjects. The result shows that cultural priming has certain effect on the consumers＇ evaluation for brand extension naming, but the influence mechanism is very complex, which requires to take consumers＇ perception for the original brand extension naming strategies, brand suitability and brand involvement. Based on this result, the paper proposes some marketing suggestions and the factor model of brand extension naming.

关 键 词：文化启动 集体主义 个人主义 单一品牌 品牌延伸命名 

分 类 号：F272.3[经济管理—企业管理]