| 品牌强度对消费者评价品牌延伸的影响——基于知名度、美誉度、信任度的研究 |
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| 引用本文： | 花建锋,刘媛媛,郑春东.品牌强度对消费者评价品牌延伸的影响——基于知名度、美誉度、信任度的研究[J].中南林业科技大学学报(社会科学版),2014(3):63-67. |
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| 作者姓名： | 花建锋 刘媛媛 郑春东 |
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| 作者单位： | 天津大学管理与经济学部 |
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| 基金项目： | 国家自然科学基金项目:“认知不对称视角的品牌延伸评价模型及其纬度识别与强度测量的研究”(编号:71072154) |
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| 摘 要： | 从消费者的角度可以确定品牌强度的三个维度,即知名度、美誉度、信任度。通过这三个维度对品牌强度进行了测量,进而研究了在高、低契合度下,品牌强度对延伸评价的影响以及其三个维度知名度、美誉度、信任度对品牌延伸评价的作用进行比较,并进行了实证研究。研究结果表明品牌强度对高契合度延伸评价的影响明显高于低契合度延伸评价,而且其三个维度对高契合度延伸评价的影响都高于低契合度延伸评价,在对延伸评价的作用中,信任度、美誉度的影响明显高于知名度。
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| 关 键 词： | 品牌强度 知名度 美誉度 信任度 品牌延伸 消费者评价 |
Effect of Brand Strength on Consumers＇ Evaluation of Brand Extension——Based on the Brand Familiarity,Reputation and Trust |
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| HUA Jian-feng;LIU Yuan-yuan;ZHENG Chun-dong.Effect of Brand Strength on Consumers＇ Evaluation of Brand Extension——Based on the Brand Familiarity,Reputation and Trust[J].Journal of Central South University of Forestry & Technology(Social Sciences),2014(3):63-67. |
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| Authors: | HUA Jian-feng;LIU Yuan-yuan;ZHENG Chun-dong |
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| Institution: | HUA Jian-feng;LIU Yuan-yuan;ZHENG Chun-dong;College of Management and Economics, Tianjin University; |
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| Abstract: | Through consumers＇ perspective, this paper identifi ed three dimensions of brand strength which is brand familiarity, reputation and trust and measured brand strength on the basis of the three dimensions. Then this paper studied and made comparative analysis of the effect of brand strength as well as its＇ three dimension on consumer evaluation of brand extension which is at the high and low fi t. The results indicate that the effect of brand strength and its＇ three dimension on the consumer evaluation at the high fi t is signifi cantly higher than that at low fi t. The effect of trust and reputation is obviously higher than brand familiarity. |
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| Keywords: | brand strength familiarity reputation trust brand extension consumer evaluation |
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