品牌延伸架构和权力距离信念对向上延伸评估的交互影响研究  

Research on the interaction between brand architecture and power distance belief on upward extension evaluation

作　　者：李梦姻 莫赞[1] Li Mengyin;Mo Zan(Guangdong University of Technology,Guangzhou,Guangdong,510520)

机构地区：[1]广东工业大学,广东广州510520

出　　处：《市场周刊》2024年第7期87-90,167,共5页Market Weekly

基　　金：广东高等教育教学改革项目“新文科背景下电子商务专业复合型人才培养创新与实践”(项目编号:粤教高函[2023]4号)。

摘　　要：虽然向上延伸作为品牌经营中重要的管理策略,近年来备受企业关注,但其使用会伴随着好处与风险,因此,如何充分发挥向上延伸的益处对品牌管理来说至关重要。文章深入探讨了品牌延伸架构与权力距离信念(PDB)的交互对消费者向上延伸评估的影响及其背后潜在的心理机制。结果表明,PDB调节了品牌延伸架构与消费者向上延伸评估之间的关系,信息加工流畅性在品牌延伸架构与PDB的交互项与向上延伸评估之间起到中介作用。Although upward extension,as one of the important brand management strategies,has attracted much attention from enterprises in recent years,its use is accompanied by benefits and risks.Therefore,determining how to give full play to the benefits of upward extension is crucial for brand management.The paper explores the influence of the interaction between brand architecture and power distance belief(PDB)on consumers'upward extension evaluation and the underlying psychological mechanism.The results show that PDB moderates the relationship between brand architecture and upward extension evaluation.At the same time,the interaction between the brand architecture and PDB on the upward extension evaluation is mediated by information processing fluency.

关 键 词：向上延伸 品牌延伸架构 权力距离信念 信息加工流畅性 

分 类 号：F270.7[经济管理—企业管理]