品牌联想视角下品牌延伸相似度的测量

品牌联想在以往的研究中主要用于测查品牌结构。基于品牌联想的理论视角,在已有理论研究的基础上提出品牌延伸相似度测量的新方法。通过实证研究,对比分析传统量表测量方法和基于品牌联想的测量方法,验证基于品牌联想的品牌延伸相似度测量方法的可行性。在测量的客观性与具体性上,基于品牌联想的测量方法具有较大优势,有助于识别出品牌原产品与延伸产品之间相似与否的具体属性,对理论研究和市场经营管理具有重要意义。

Mesurement of similarity degree of brand extension from perspective of brand association

Brand association was used to examine the brand structure in prior researches. Based on the theoretical perspective of brand association, a new mesurement method of similarity degree of brand extension is proposed accoding to existed theoretical researches. Through empirical research, the mesurement method of traditional scale and the mesurement method based on brand association are compared and analyzed in order to validate the feasibility of mesurement method of similarity degree of brand extension based on brand association. The mesurement method based on brand association possesses has more advantages in objectivity and concreteness, which is helpful to identify the specific similar attributes or dissimilar attributes between original product and extension product of a brand, and is of great significance for theoretical research and market operation and management.