CAJ | 학술논문

实践中许多品牌延伸失败案例都表现出了延伸产品与原品牌联想存在冲突的现象。通过对百事、奔驰、苹果三个品牌的研究发现，消费者对核心联想冲突延伸产品评价较低，低于无核心联想延伸产品。利用完美主义将消费者分类，非完美主义者、健康的完美主义者和功能障碍型完美主义者对核心联想冲突延伸产品评价无差异，所有这三类消费者都对核心联想冲突延伸产品的评价很低。研究还发现，存在消费者虽然对某种核心联想冲突延伸产品感知契合度评价较低，但却乐于购买的现象，故推出此类核心联想冲突延伸产品更需要谨慎对待。
실천중허다품패연신실패안례도표현출료연신산품여원품패련상존재충돌적현상。통과대백사、분치、평과삼개품패적연구발현，소비자대핵심련상충돌연신산품평개교저，저우무핵심련상연신산품。이용완미주의장소비자분류，비완미주의자、건강적완미주의자화공능장애형완미주의자대핵심련상충돌연신산품평개무차이，소유저삼류소비자도대핵심련상충돌연신산품적평개흔저。연구환발현，존재소비자수연대모충핵심련상충돌연신산품감지계합도평개교저，단각악우구매적현상，고추출차류핵심련상충돌연신산품경수요근신대대。
In practice, many cases of failure in brand extension indicate that there is a conflict between extension products and original brand association. Through the research on Pepsi, Mercedes-Benz and Apple, evidences shows that customers have a low evaluation on extension products which are in conflict with unique association, lower than the evaluation on non-unique as- sociation products. This paper classifies the consumers according to perfectionism. In evaluating products in conflict with unique association, non-perfectionists, healthy perfectionists and dysfunctional perfectionists make no significant difference. All the three types of consumers have a low evaluation on the products in conflict with unique association. In some cases, consumers are will- ing to buy the product in conflict with unique association though they have a low perception. Therefore, companies should be pru- dent to launch such products in conflict with unique association.