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品牌延伸是利用品牌资产的重要方式。在总结国内外学者有关品牌延伸评价研究的基础上,对本研究的相关变量进行了界定,并提出了服务密集度和消费者对品牌延伸评价的测量要素,以大学生消费群体为研究对象,通过对真实品牌的虚拟延伸策略,采用实证研究的方法,研究延伸产品的不同服务密集度对延伸评价的影响。研究发现,消费者对低服务密集度延伸产品和高服务密集度延伸产品的评价存在显著差异,提出了未来研究方向和建议。
Brand extension is the use of brand equity an important way. On the basis of summarizing the research on brand extension evaluation of domestic and foreign scholars, this paper defines the relevant variables of the study and puts forward the measurement elements of service-intensiveness and consumers’ brand extension evaluation. Taking the consumer groups of college students as the research object, The virtual extension strategy of real brand adopts the method of empirical research to study the impact of different service intensities of extension products on extension evaluation. The study found that consumers have significant differences in the evaluation of extended products with low service-oriented and high-service-oriented extensions, and proposed future research directions and suggestions.