品牌延伸对母品牌顾客资产驱动要素的影响——基于构型理论的实证研究  

Will Brand Extension Influence Parent Brand Customer Equity Drivers?——An Empirical Research Based on Configuration Theory

作　　者：张君慧 邵景波[2] ZHANG Jun-hui;SHAO Jing-bo(School of Economics and Management, Henan Agricultural University, Zhengzhou 450002, China;School of Economics and Management, Harbin Institute of Technology, Harbin 150001, China)

机构地区：[1]河南农业大学经济与管理学院,河南郑州450002 [2]哈尔滨工业大学经济与管理学院,黑龙江哈尔滨150001

出　　处：《预测》2021年第5期25-32,共8页Forecasting

基　　金：国家自然科学基金资助项目(71672048,71831005);河南农业大学科技创新基金资助项目(KJCX2019B03)。

摘　　要：本文以构型理论为基础,分析了消费者品牌延伸评估、感知契合度、品牌知识和感知企业创新性对延伸后母品牌顾客资产驱动要素的影响,提出相关命题,并运用模糊集定性比较分析法进行了验证。结果显示,消费者品牌延伸评估、感知契合度、品牌知识和感知企业创新性对延伸后母品牌顾客资产驱动要素的影响随着因素间构型组合的不同而变化,并且多个不同的构型组合均可以导致相同的结果。研究结论在丰富和完善品牌延伸反馈效应领域成果的同时,拓展了构型理论中因果关系非对称性和等价原则的外部效度,为后续相关研究提供了新的视角和范式,对企业的品牌延伸管理也具有一定的参考价值。Based on configuration theory,this study analyzes the influence of consumers’brand extension evaluation,perceived fit,brand knowledge,and perceived firm innovativeness on parent brand’s customer equity drivers after extension,proposes relevant propositions,and tests them using fuzzy-set qualitative comparative analysis.Empirical results show that the influence of consumers’brand extension evaluation,perceived fit,brand knowledge,and perceived firm innovativeness on parent brand’s customer equity drivers after extension depends on how they are configured with other attributes,and there are multiple configurations that could all lead to the same result.Above conclusions enrich relevant results on brand extension feedback effects,expand the external validity of causal relationship asymmetry principle and equivalence principle of configuration theory,provide a new perspective and paradigm for subsequent related research,and have reference values for enterprises’brand extension management.

关 键 词：品牌延伸 反馈效应 构型理论 模糊集定性比较分析 

分 类 号：F713.50[经济管理—市场营销]