CAJ | 학술논문

品牌延伸已经成为企业推出新产品的主要策略之一，成功的品牌延伸可以帮助企业利用品牌这一无形资产，提高企业的绩效。本文首先回顾了品牌延伸的经典研究范式：从母品牌质量、母品牌与延伸产品匹配两个角度来研究品牌延伸评价，随后再从消费者个体属性视角来拓展此研究范式。在评价品牌延伸时，不同调节聚焦属性的消费者对于母品牌质量、母品牌与延伸产品匹配程度两个因素的相对重要性的判断存在差异：趋进型调节聚焦属性的消费者更加重视母品牌与延伸产品之间的匹配；规避型调节聚焦属性的消费者更加重视母品牌质量。在发现了调节聚焦对品牌延伸评价的影响后，本研究进一步揭示了母品牌类型、母品牌与延伸产品匹配的类型对上述影响的调节作用。
품패연신이경성위기업추출신산품적주요책략지일，성공적품패연신가이방조기업이용품패저일무형자산，제고기업적적효。본문수선회고료품패연신적경전연구범식：종모품패질량、모품패여연신산품필배량개각도래연구품패연신평개，수후재종소비자개체속성시각래탁전차연구범식。재평개품패연신시，불동조절취초속성적소비자대우모품패질량、모품패여연신산품필배정도량개인소적상대중요성적판단존재차이：추진형조절취초속성적소비자경가중시모품패여연신산품지간적필배；규피형조절취초속성적소비자경가중시모품패질량。재발현료조절취초대품패연신평개적영향후，본연구진일보게시료모품패류형、모품패여연신산품필배적류형대상술영향적조절작용。
Brand extension has been one of main methods of marketing new products by companies, and successful brand ex- tension could help companies utilize the intangible assets-brand, improving profits. Meanwhile, successful brand extension could help build brand equity, making brands influential in the market. As the competition becomes intense, consumers gradually tend to hold powers in the marketing channel. As a result, we should study brand extension from the angle of consumers. This article is one of the streams of research, trying to figure out the effect of regulatory focus on brand extension evaluation. First, we review the literature of brand extension： how do parent brand quality and the fit between parent brand and extension product affect brand extension evaluation. Consequently, we apply this framework to different contexts where the attributes of individual consumers vary. According to cognitive psychology, consumers are bounded rational individuals rather than total rational individuals, and this article address this bounded rationality from the motivation an- gle. Individuals could be divided into two groups： promotion-fo- cused and prevention-focused individuals, and the behavioral dif- ferences of those two groups is the very focus of this article. We find that when evaluating brand extension consumers with dif- ferent regulatory focus will attach significantly different weight to parent brand quality and fit： promotion-focused consumers adopt relational elaboration to analyze the world, tending to focus on the underlying relationship among events and consequently emphasizing the fit between parent brand and extended product. Prevention-focused consumers adopt item-specific elaboration to analyze the world, tending to focus on specific attributes of individual events and consequently emphasizing parent brand quality. After uncovering the impact of regulatory focus on brand extension, we begin to explore the moderating roles of parent quality type and fit type. In a word, we test the internal validity and external validity of the model in this paper in order to present a whole picture to readers.