母品牌

母品牌形象、拟合度对延伸产品态度的影响研究

Effects of Parent Brand Image and Fit on Brand Extension Attitude

与以前研究结论不同的是，母品牌质量和母品牌可信度对高科技品牌延伸成功是必要但非充分条件。

The difference is that parent brand quality and credibility are necessary condition but not sufficient condition .

与品牌延伸愈多情感关联，愈信任该母品牌。

The more emotional connection with brand extension , the higher brand trust for core brand .

同时，本文还进一步验证了奢侈品品牌与非奢侈品品牌在品牌延伸后，对母品牌形象影响的回溯过程中存在差异性。

Meanwhile , the article also further validate the differences between luxury brand and non-luxury brand images after brand extension .

用顾客资产分析品牌延伸效果不仅能反映顾客对延伸产品的接受度而且反映了顾客对母品牌的态度；

Customer equity can not only reflect customers ' acceptance of new product , but also reflect customers ' attitude to parent brand .

与以前结论不同之处在于，母品牌质量对延伸成功的积极影响不显著，甚至出现了母品牌可信度对延伸成功存在消极影响的结论。

The differences lie in the conclusions that parent brand quality has no distinct and positive to brand extension success , even parent brand credibility has negative effect .

以前学者针对一般品牌延伸评价的研究表明，在一级指标中，相似度是最重要的，其次是母品牌力量。

The former conclusions to the general brand extension evaluation indicate that similarity is the most important one in the first level , next is the parent brand competitiveness .

接着本文通过建立回溯模型，提出九个相关假设，并展开问卷调查。最终，本文研究结果证明：奢侈品品牌延伸对母品牌形象会产生稀释作用。

Then making an establishment retrospective model including nine assumptions . Finally , the results demonstrate : the luxury brand extension would have diluted the role of parent brand image .

把我们的产品定义为不仅仅是服装而更是艺术品和收藏品，来吸引顾客的关注度，从而提高两个母品牌的影响度。

Our product definition for is not only clothing and more art and collection , to attract the attention of customers , so as to improve the effect of two female brand .

温州企业在品牌建设中，应该正视品牌决策的二难选择，走中庸之道，运用母品牌加子品牌策略，规避品牌决策风险。

Therefore , in setting up the brand , Wenzhou 's enterprises should face the dilemma in brand policy , adopting the parent and subsidiary brand policy to avoid the risk of brand decision .

感知母品牌质量、匹配度和消费者创新性与服务品牌延伸消费者评价正向相关，感知延伸品风险与服务品牌延伸消费者评价负向相关。

Perceived quality of parent brand , fit and consumers innovative are positively related to service brand extension evaluation . Perceived risk of extending product / service and service brand extension consumer evaluation are negatively correlated .

通过对比实验组和控制组在母品牌态度评价上的差异，发现品牌延伸对母品牌的反馈影响只在拥有者群体得到了证实。

Through the comparison of the attitude toward the parent brand between the experimental group and the control group , we can find the feedback effects of brand extension on parent brand only in the owner groups .

延伸契合度对母品牌质量与延伸品牌信任的关系起调节作用，并且消费者对高契合度高母品牌质量的延伸品牌信任较高。

Perceived fit moderates the relationship between parent brand quality and the extension brand trust , when a high - quality parent brand with a high-fit extension product present , consumer would show higher trust on the extension product .

其中，除文化契合外，主要的影响因素包括母品牌信任、产品契合、消费者创新、购买风险、竞争者品牌的存在以及延伸产品需求这六个。

Among these factors , except cultural fits , the most important six ones are parent brand trust , product fit , consumer innovation , purchase risk , the existence of competitor brands , and the need of extension product .

消费者对品牌知名度、延伸品牌与母品牌的感知契合度、延伸品牌的感知质量、原母品牌形象以及延伸品牌的感知制造难度的评价越高，延伸行为对母品牌形象的稀释作用越小。

If the evaluation of the brand awareness , the perceived fit , the perceived quality of the extension brand , the original parent brand image and the perceived difficulty of the brand extension are higher , the dilution effect on the parent brand image will be smaller .

在此基础上，作者具体分析了影响品牌延伸的五个因素：品牌竞争力、延伸产品与母品牌的相似度、消费者因素、外部市场环境、品牌管理能力。

Based on the previous study , it analyzes the five main factors of brand extension affected : the competition force of brand , conform character between brand extension and family brand , the brand knowledge of customers , the environment of external market , the capability of brand management .

她20多岁时尝试了很多事情，拍过短片，开过快闪店，后来才回到溢达集团，着手振兴其母创建的衬衫品牌。

She spent her 20s doing everything from making a short film to opening a pop-up store before returning to Esquel to revitalize the shirt brand her mother founded .