中国互联网企业品牌延伸、消费者评价与品牌形象的关系研究

发布时间：2018-06-07 21:35

本文选题：品牌延伸 + 消费者评价　；参考：《浙江大学》2012年硕士论文

【摘要】：品牌是企业重要的无形资产,在今天的中国,我们可以看到越来越多的企业在引入新产品、进入新市场、成立新的事业部时,利用已有品牌直接延伸到其他领域来进行企业的扩张,这种情况不仅在传统制造业中常见,在互联网产业也很容易找到相关的例子。然而中国互联网企业在进行品牌延伸时,消费者对延伸产品或对品牌延伸策略的评价是否会或以怎样的关系影响到企业的品牌形象,在以往的文献中,针对中国的互联网企业品牌延伸的相关研究较少。针对以上问题,本研究在中国独特的情境下,以中国互联网企业为研究对象,通过准实验的方法收集被试者即互联网企业消费者的实验数据,研究品牌延伸的消费者评价对品牌形象之间的关系问题。主要研究过程如下：首先,通过文献综述分析研究了品牌延伸、消费者评价、品牌形象的维度,将在传统制造业或消费品行业适用的理论框架进行一定的调整后,引入到中国互联网行业中,从而构建了本研究的研究构思与理论框架,并通过信度和效度分析进行量表的验证。然后,通过小规模的收集问卷,得出消费者最熟悉的两个互联网企业品牌-腾讯和百度做为本研究的对象,同时通过专家访谈得到各自品牌的高涉入度和低涉入度延伸产品。随后,通过准实验的方法,以2×2的方式设计实验问卷,最后收集被试者数据得到406份实验问卷,利用SPSS18.0和Amos17.0软件对样本数据进行大样本分析,基于实证分析得出以下结论：第一,研究重新修正了中国互联网企业情境下品牌延伸和品牌形象的维度；第二,品牌延伸下的维度：母品牌的感知质量、延伸产品与母品牌的特征契合度都与消费者评价呈现正向相关关系；第三,消费者评价与品牌形象呈正相关；第四,品牌延伸下的维度：延伸产品与母品牌的特征契合度、转移性都与品牌形象呈现正相关关系；第五,产品涉入度部分调节品牌延伸与消费者评价之间的关系。本研究的结论不仅扩展了有关品牌延伸的理论在中国互联网领域中的应用,同时也根据中国互联网企业的特殊情境,丰富了有关品牌延伸理论、品牌形象理论在其内涵与维度结构方面的研究。
[Abstract]:Brands are important intangible assets of enterprises. In today's China, we can see that more and more enterprises are introducing new products, entering new markets, and setting up new business units. It is not only common in traditional manufacturing industry, but also easy to find relevant examples in Internet industry. However, when Chinese Internet enterprises carry out brand extension, whether or not the consumer's evaluation of the product or brand extension strategy will affect the brand image of the enterprise, in the previous literature, There are few researches on the brand extension of Internet enterprises in China. In view of the above problems, this study takes Chinese Internet enterprises as the research object under the unique situation of China. Through the quasi-experimental method to collect the experimental data of the subjects, that is, the consumers of Internet enterprises, to study the relationship between the brand image and the consumer evaluation of brand extension. The main research process is as follows: firstly, through literature review, this paper studies the dimensions of brand extension, consumer evaluation and brand image, which will be adjusted to a certain extent in the theoretical framework applicable to traditional manufacturing or consumer goods industries. The research conception and theoretical framework of this study are constructed by introducing it into the Chinese Internet industry, and the reliability and validity analysis is used to verify the scale. Then, through the small-scale questionnaire, we get the two most familiar Internet enterprise brands Tencent and Baidu as the object of this study, at the same time, through expert interviews, we get the products of high involvement and low involvement of their brands. Then, the questionnaire was designed in 2 脳 2 mode by quasi-experimental method. Finally, 406 samples were collected and analyzed by SPSS 18.0 and Amos17.0 software. Based on the empirical analysis, the following conclusions are drawn: first, the study revises the dimensions of brand extension and brand image in the context of Chinese Internet enterprises; second, the dimension of brand extension: the perceived quality of the parent brand. The characteristics of extended product and parent brand are positively correlated with consumer evaluation; third, consumer evaluation and brand image are positively correlated; fourth, the dimension of brand extension: extended product and the parent brand of the characteristics of fit degree, There is a positive correlation between transference and brand image. Fifth, The conclusion of this study not only expands the application of brand extension theory in the field of Internet in China, but also according to the special situation of Chinese Internet enterprises. Enriched the brand extension theory, brand image theory in its connotation and dimensional structure research.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49;F224

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