基于情感与功能契合的品牌延伸评价  

作　　者：李峰 张展 

机构地区：[1]江南大学商学院

出　　处：《企业经济》2017年第11期19-27,共9页Enterprise Economy

基　　金：国家社会科学基金项目"城市融入过程中群际关系的社会心理机制实验与建模研究"(项目编号:13CGL063)

摘　　要：品牌延伸有相关品牌延伸和不相关品牌延伸两种,而相关品牌延伸中又有主题相关和类别相似两种。本文通过采用问卷调查法,建立情感契合和功能契合对整体契合度评价的模型,研究主题相关品牌延伸和类别相似品牌延伸这两种不同的品牌延伸,是在以情感契合为链接点还是在以功能契合为链接点时,品牌延伸的契合度以及消费者的品牌延伸评价会更高。结果表明,主题相关品牌延伸在以情感契合为链接点,类别相似品牌延伸在以功能契合为链接点时,更容易被消费者接受、品牌延伸的评价更高。本文为现有的品牌延伸研究提供了新的研究框架,对促进企业提高品牌延伸评价有着重要的指导意义。Brand extensions include relevant brand extensions and irrelevant brand extensions, and relevant brand extensions are divided into two categories： theme relevance and category similarity. By using questionnaire survey, this paper establishes the model of emotional fit, functional fit and brand extension evaluation, and studies how the brand extensions of theme relevance and category similarity can obtain get higher brand extension fit and consumers＂ brand extension evaluation when taking emotional fit or functional fit as the link point. The results show that thematic brand extensions use the emotion fit as link points and the category brand extensions use the function fit as link points, which is more easily accepted by consumers and the evaluation of brand extensions are also higher. This paper provides a new framework to research brand extensions and it has an extensive practical significance on studying what kind of breakthrough points of enterprise brand extensions should be taken in branding strategies and how to use emotion and function to enhance the evaluation of brand extensions in branding marketing.

关 键 词：情感契合 功能契合 主题相关 类别相似 品牌延伸评价 

分 类 号：F273.2[经济管理—企业管理]