品牌延伸与品牌联盟对消费者品牌转换意愿之影响

345-355−345−––*******20005262001328(1)(2)(3)815AakerandKeller,1990;Tauber,1988RaoandRuekert,1994AakerandKeller,1990brandex-tensionbrandalliance40%SpethmannandBenezra,1994Smith,1992RaoandRuekert,1994SOGOgoodnessoffitAakerandKeller,1990;SimoninandRuth,199886907(1)−346−()nametermsignsymboldesignKotler,1995RaoandRuekert(1994)Blackett(1991)ChernatonyandMcWilliam(1989)brandequityAaker(1991)brandloyaltybrandawarenessperceivedqual-itybrandassociationCrimmins(1992)()brandswitchingintrinsicallymotivatedextrinsicallymotivatedTrijpetal.,1996va-riety-seekingbehaviorHolbrook,1984Keaveney,1995Bassetal.,1972Trijpetal.(1996)()1.Lassaretal.,1995Kotler,1995lineextensionAakerandKeller,1990;Tauber,1981;Parketal.,1991−347−Farquhar(1990)categoryextensionFarquhar(1990)AakerandKeller(1990)AakerandKeller,1990umbrellaeffectSmithandPark(1992)2.AakerandKeller(1990)goodnessoffitTauber,1988UniversityofMinnesotaConsumerBehaviorSeminar,1987AakerandKeller(1990)complementsubsti-tutetransferAakerandKeller(1990)Parketal.(1991)productfeaturesimilaritybrandcon-ceptconsistencyAakerandKeller(1990)Parketal.(1991)AakerandKeller(1990)SmithandPark(1992)LokenandJohn(1993)BoushandLoken(1991)perceivedtypi-calityH1H1aH1b()1.−348−Shockeretal.,1994RaoandRuekert,1994RaoandRuekert(1994)physicalproductintegrationpromo-tionofcomplementuseIBMIntelIBMParketal.(1996)SimoninandRuth(1995)SimoninandRuth(1998)2.RaoandRuekert,1994Wernerfelt,1988RaoandRuekert(1994)quality-perceptionbrandreputationSimoninandRuth(1995)(1)ABA(2)Wernerfelt(1988)H2H2aH2b3.SmithandPark,1992SpethmannandBenezra,1994AakerandKeller,1990Tauber,1998;Parketal.,1991RaoandRuekert,1994SimoninandRuth(1995)H3−349−H3aH3b()1.2×2betweensubjectdesign2.3.Calderetal.(1981)()1.(1)n=645“1”“5”X=3.30X=3.24tn=567“1”“7”t=1.799,p0.052.543.33.624.133.142.643.241.360.80.880.760.871.250.75tt3.670.2013.541.751**3.633.153.43−1.799**2.76−0.5493.822.89**p0.05−350−t=1.751,p0.05(2)SimoninandRuth,1995AT&TNTTMCISPRITBTn=535“1”“5”AT&TNTTAT&TAT&TNTTNTT(3)4348712942.55001000(1)350400450500550600(2)700800900100011005“1”“5”3−4450X=3.46s=1.04900X=3.38s=1.112.7“1”“7”()1.2.NTT(1)(2)(3)(4)(5)3.-3504.230.947004.250.924003.860.838003.720.884503.461.049003.381.115002.250.9910002.201.015501.320.6011001.440.666001.270.59−351−(1)(2)(3)562()1691003166()1.55NTTX=3.63AT&TX=3.892.5623.153.06t()GLMH1aX=4.60X=4.18RaoandRuekert,1994;SimoninandRuth,1995H2aF=0.334p=0.57F=9.893p=0.003X=4.90X=3.85H3aRaoandRuekert,19941922222220202021FDFSSMS10.0450.0450.03713.5783.5782.935*×17.9917.9916.556**7783.4691.0848090.9691.137*p0.1;**p0.054.324.520.83871.4286X=4.424.903.850.85221.2258X=4.38X=4.60X=4.18−352−()X=4.73X=4.57H1bX=5.12X=4.17H2bH3b()1.FDFSSMS10.4980.4980.564118.91318.91321.413***×10.2180.2180.6218169.3420.8568488.0001.048***p0.015.094.051.1090.785X=4.575.144.300.85360.979X=4.73X=5.12X=4.17FDFSSMS10.4420.4420.334111.02511.0259.893******p0.01−353−Parketal.,1991;AakerandKeller,1992;BoushandLoken,19912.RaoandRuekert(1994)3.4.AakerandKeller(1990)Tauber(1988)()1.Wernerfelt,19882.AT&T−354−()AakerandKeller(1990)Parketal.(1991)testingCampbellandStanley,1966/SimoninandRuth,1995,1998(1)(1991).Managingbrandequity.NewYork:TheFreePress.Aaker,D.A.,&Keller,K.L.(1990).Consumerevaluationsofbrandextensions.JournalofMarketing,54(January),27-41.Bass,F.M.,Pessemier,E.A.,&Lehmann,D.(1972).Anexperimentalstudyofrelationshipsbetweenattitude,brandpreference,andchoice.BehaviorScience,17(11),532-541.Blackett,T.(1991).Thevaluationofbrands.MarketingIntelligence&Plan-ning,36(1),27-35.Boush,D.M.,&Loken,B.(1991).Aprocess-tracingstudyofbrandexten-sionevaluations.JournalofMarketingResearch,28(February),16-28.Campbell,D.T.,&Stanley,J.C.(1966).Experimentalandquasi-experi-mentaldesignforresearch.Dallas:HoughtonMifflinCompany.Chernatony,L.D.,&McWilliam,G.(1989).Brandingterminologytherealdebate.MarketingIntelligence&Planning,7(7/8),29-32.Calder,B.J.,Philillips,L.W.,&Tybout,A.M.(1981).Designresearchforapplication.JournalofConsumerResearch,8(September),197-207.Crimmins,J.C.(1992).Bettermeasurementandmanagementofbrandvalue.JournalofAdvertisingResearch,32(6),11-19.Farquhar,P.H.(1990).Managingbrandequity.MarketingResearch,1(Sep-tember),24-33.Holbrook,M.B.(1984).Situation-specificidealpointsandusageofmul-tipledissimilarbrands.In:J.N.Sheth(Ed.),Researchinmarketing(Vol.7,pp.93-131).Greenwich,CT:JAIPress.Keaveney,S.M.(1995).Consumerswitchingbehaviorinserviceindustries:Anexploratorystudy.JournalofMarketing,59(April),71-82.Kotler,P.(1995).Marketingmanagement:Analysis,planning,implemen-tation,andcontrol.EnglewoodCliffs,NJ:Prentice-Hall.Lasser,W.,Mittal,B.,&Sharma,A.(1995).Measuringcustomer-basedbrandequity.JournalofConsumerMarketing,12(4),11-19.Loken,B.,&John,D.R.(1993).Dilutingbrandbeliefs:Whendobrandextensionshaveanegativeimpact?JournalofMarketing,57(June),71-84.Park,C.W.,Jaworski,B.J.,&Machnnis,D.J.(1986).Strategicbrandcon-cept-imagemanagement.JournalofMarketing,50(October),135-145.Park,C.W.,Milberg,S.A.,&Lawson,R.(1991).Evaluationofb