| 品牌纵向延伸下消费者感知契合度与品牌形象的关系研究——基于本田与奇瑞轿车品牌的实证分析 |
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| 引用本文： | 鲁瑶,张京洲.品牌纵向延伸下消费者感知契合度与品牌形象的关系研究——基于本田与奇瑞轿车品牌的实证分析[J].金陵职业大学学报,2013(3):38-42. |
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| 作者姓名： | 鲁瑶 张京洲 |
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| 作者单位： | [1]金陵科技学院信息技术学院,江苏南京211169 [2]安徽商贸职业技术学院,安徽芜湖241002 |
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| 摘 要： | 回顾了品牌延伸的相关概念和模型，感知契合度的定义以及品牌形象的概念和维度，在借鉴Aaker和Biel品牌形象模型研究的基础上，提出了自己的研究模型和假设。以奇瑞和本田两个轿车品牌为例设置纵向向上延伸的问卷调查，提出管理建议：企业应该根据行业特点，加强感知契合度与品牌形象的匹配度，通过提升感知契合度来提升品牌形象，增加品牌延伸成功的概率。
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| 关 键 词： | 品牌延伸 纵向延伸 品牌形象 |
Relevance Study on Consumers＇ Perception Integration and Brand Image with Vertical Brand Extension An Empirical Analysis of the Two Brands of Chery and Honda |
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| LU Yao,ZHANG Jing-zhou.Relevance Study on Consumers＇ Perception Integration and Brand Image with Vertical Brand Extension An Empirical Analysis of the Two Brands of Chery and Honda[J].Journal of Nanjing Polytechnic College,2013(3):38-42. |
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| Authors: | LU Yao ZHANG Jing-zhou |
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| Institution: | 2 (1. Jinling Institute of Technology, Naniing 211169, China; 2. Anhui Business College of Vocational Technology, Wuhu 241002, China) |
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| Abstract: | This paper reviews the relevant concepts and models of brand extension, the defini- tion of perception integration as well as the concept and dimension of brand image. Based on Aaker and Biel＇s study on the model o{ brand image, the study puts forward their own re- search models and assumptions. The two car brands of Chery and Hondaale investigated by setting a questionnaire survey on the vertical upward extension. The study concludes with managerial advice that in the high technology-intensive industry, the technology transfer capa- bility of the brand extension is particularly important. Enterprises should, on the basis of their industry characteristics, strengthen the matching of perception integration with the brand im- age and enhance the brand image by promoting perception integration to increase the probabili- ty of successful brand extension. |
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| Keywords: | brand extension vertical extension brand image |
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