| 品牌形象对品牌延伸评价的影响:消费者产品涉入的调节 |
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| 引用本文： | 银成钺,于洪彦.品牌形象对品牌延伸评价的影响:消费者产品涉入的调节[J].软科学,2008,22(2):26-31. |
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| 作者姓名： | 银成钺 于洪彦 |
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| 作者单位： | 1. 东北师范大学,商学院,长春,130117
2. 吉林大学,商学院,长春,130012 |
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| 摘 要： | 从功能性、象征性及经验性这三种不同的品牌形象类型入手,引入产品涉入变量,通过试验设计来探讨品牌形象对品牌延伸评价的作用是否受到产品涉入的调节。发现当品牌延伸到高涉入产品,品牌的功能性形象对延伸评价起到显著的作用,功能性形象对延伸产品感知质量的作用要受到消费者个人涉入程度的调节;而当品牌延伸到低涉入产品时,品牌的象征性形象和经验性形象对延伸评价起到显著作用,经验性形象对延伸产品购买意愿的影响会受到消费者涉入的调节。
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| 关 键 词： | 品牌形象 延伸评价 产品涉入 |
| 文章编号： | 1001-8409（2008）02-0026-06 |
| 收稿时间： | 2007-08-28 |
| 修稿时间： | 2007年8月28日 |
The Influence of Brand Image on Brand Extension: the Moderating Role of Consumer Product Involvement |
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| YIN Cheng-yue,YU Hong-yan.The Influence of Brand Image on Brand Extension: the Moderating Role of Consumer Product Involvement[J].Soft Science,2008,22(2):26-31. |
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| Authors: | YIN Cheng-yue YU Hong-yan |
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| Abstract: | Based on different brand images(functional,symbolic and experiential),consumer product involvement is introduced to the present research.The empirical results show that when brand extends to a high involvement category,the functional image will have significant influence on brand extension evaluation,and the effect of functional image on perceptive quality is moderated by consume product involvement.In addition,when brand extends to a low involvement category,the symbolic image will have significant influence on brand extension evaluation,and the effect of experiential image on buying intention is moderated by consumer product involvement. |
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| Keywords: | brand image extension evaluation product involvement |
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