华东师范大学(哲学社会科学版) ›› 2011, Vol. 43 ›› Issue (2): 74-83.

• 新沪商研究 • 上一篇    下一篇

品牌个性认知对品牌延伸评价影响的再研究 ——兼论上海冠生园的品牌延伸策略

何佳讯   

  1. 华东师范大学新沪商研究中心，上海200241
  • 收稿日期:1900-01-01 修回日期:1900-01-01 出版日期:2011-03-30 发布日期:2011-03-30
  • 通讯作者: 何佳讯

A Further Study on Effects of Brand Individuality Recognition upon Brand Extension Evaluation ----A Concurrent Study on Shanghai Guan Sheng Yuan Group Company’s Strategies of Its Brand Extension

HE Jia-xun   

  • Received:1900-01-01 Revised:1900-01-01 Online:2011-03-30 Published:2011-03-30
  • Contact: HE Jia-xun

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摘要： 通过拓展品牌个性认知与品牌延伸评价关系的影响机制研究，可以发现品牌个性认知与延伸产品感知质量在影响品牌延伸评价中的交互作用。以上海老品牌“冠生园”为测试对象，通过全国三城市的大样本数据分析表明，突出的“仁和”个性认知加强了延伸产品感知质量对母品牌信念反馈评价的影响作用；突出的“时新”个性加强了延伸产品感知质量对品牌延伸典型性评价的影响作用。对“冠生园”的品牌延伸策略所进行的评价和分析，为中国老品牌进行形象创新提供有益的借鉴。

关键词: 品牌个性, 品牌延伸, 延伸产品感知质量

Abstract: This article extends a study on influence mechanism of perceived brand personality on brand extension evaluation, and finds the interaction effects of perceived brand personality and perceived quality of extension on brand extension evaluation. By testing a Chinese time-honored brand through a survey sample data of three cities in China, it is found that the salient perception of “humanity” moderates the effects of perceived quality of extension on the feedback evaluation to family brand beliefs, whereas a salient perception of “vogue” moderates effects of the perceived quality of extension on the brand extension typicality. The brand extension strategy of Shanghai Guan Sheng Yuan Group and its implications for the image re-building of Chinese old brands are also discussed.

Key words: brand individuality, brand extension, perceived quality of extension product