品牌延伸中母品牌的作用机制(PDF5)(1)

2003113350~354AdvancesinPsychologicalScience100101B849:C931brandextension2070208081.5[1,2][2]2[1,3]BroniarczykAlba[4]1994brand-specificattributeassociationsColgate⋅2.12090affect-transfermodel[5]2002-08-22350113-351-11211Boush[6]1987stimulusgerneralizationandassimilation2AakerKeller1990[1]cognitiveconsistency2categorizationandschematheories[1,3][7~9]FiskePavelchak[5][10~12]-352-2003[3,13]2similarityAakerKeller[1]19913(1)(2)VCDDVD(3)3Park,MilbergLawson[14]2.2BhatSReddySK1999[16]AiIiAiiIi[4]AakerKeller[1]BoushLoken[3]AakerKellerHaagenDazsHaagenDazsPark,MilbergLawson[14]Broniarczyk113-353-Broniarczyk[4][17,18]2.3BhatReddy[18]3-354-2003[1]AakerDA,KellerKL.Consumerevaluationsofbrandextension.JournalofMarketing,1990,54(1):27~41[2]TauberEM.Brandleverage:strategyforgrowthinacost-controlledworld.JournalofAdvertisingResearch,1988,28(8-9):26~30[3]BoushDM,LokenBA.Processtracingstudyofbrandextensionevaluation.JournalofMarktingResearch,1991,28(2):16~28[4]BroniarczykSM,AlbaJW.Theimportanceofthebrandinbrandextension.JournalofMarketingResearchMay1994,31(2):214~229[5]FiskeST,PavelchakMA.Category-basedversuspiecemeal-basedaffectiveresponses:developmentsinschema-triggeredeffect.In:SorrentinoRM,HigginsETed.Handbookofmotivationandcognition.NewYork:GuilfordPress,1986.167~204[6]BoushDM,ShippS,LokenB,etal.Affectgeneralizationtosimilaranddissimilarbrandextensions.Psychologyofmarketing,1987,4:225~237[7]BrewerMB.Adualprocessmodelofimpressionformation.Advancesinsocialcognition,1988,1:1~36[8]FiskeST.Schema-triggeredaffect:applicationstosocialperception.In:ClarkMS,FiskeSTed.Affectandcognition,theseventeenthannualcarnegiesymposiumoncognition.Hillsdale,NJ:LawrenceErlbaum,1982.55~77[9]SrullTK,RobertSW.Personmemoryandjudgement.Psychologicalreview,1996,1:58~83[10]SujanM,DeklevaC.Productcategorizationandinference-making:Someimplicationsforcomparativeadvertising.Journalofconsumerresearch,1987,14:372~378[11]Mayers-levyJ,TyboutAM.Schemacongruityasabasisforproductevaluation.Journalofconsumerresearch,1989,16:39~54[12]SujanM,BettmanJ.Theeffectsofbrandpositioningstrategiesonconsumers’brandandcategoryperceptions:someinsightsfromconsumerresearch.Journalofmarketingresearch,1989,26:454~467[13]JoinerC,LokenB.Theinclusioneffectandcategory-basedinduction:theoryandapplicationtobrandcategories.Journalofconsumerpsychology,1998,7(2):101~129[14]ParkCW,MilbergS,LawsonR.Evaluationofbrandextensions:theroleofproductfeaturesimilarityandbrandconceptconsistency.Journalofconsumerresearch,1991,18:185~193[15]KellerKL.Conceptualizing,measuring,andmanagingcustomer-basedbrandequity.JournalofMarketing,1993,57:1~22[16]BhatS,ReddyKS.Theimpactofparentbrandattributeassociationsandaffectonbrandextensionevaluation.JournalofBusinessResearch,2001,53:111~122[17]DayGS,AllanDS,RajendraKS.Customer-orientedapproachestoidentifyingproduct-markets.Journalofmarketing,1979,43:8~19[18]MurphyGL,DouglasLM.Theroleoftheoriesinconceptualcoherence.PsychologicalReview,1992,(July):289~316[19]LokenB,JohnRD.Dilutingbrandbeliefs:whendobrandextensionshaveanegativeimpact?Journalofmarketing,1993,57:71~84[20]SmithDC,AndrewsJ.Rethinkingtheeffectofperceivedfitonconsumers’evaluationsofnewproducts.JofAcademicMarketingScience,1995,23(1):4~14TheMechanismoftheParentBrandEffectinBrandExtensionLeiLiMaMouchao(InstituteofPsychology,ChineseAcademyofSciences,Beijing100101)Abstract:Theissueofthebrandextensionhasbeenwidelystudiedsincethe1970’s.Basedonthereviewofpilotresearches,twocognitivemodels—affect-transfermodelandassociation-demandmodel—wereintroducedtodescribethemechanismoftheparentbrandeffecttowardsbrandextension.Theaffect-transfermodelassumesthatconsumerswilltransferthepositiveattitudesoftheparentbranddirectlytoitsextension,buttheassociation-demandmodelregardsthebrand-specificassociationsthemostimportantfactorinextensionevaluation.Thetwomodelshighlightthecognitiveprocessintheformationoftheextensionevaluation.Keywords:brandextension,extensionevaluation,affect-transfermodel,association-demandmodel,fit,categorization.