企业经济
企業經濟
기업경제
Enterprise Economy
2014年
3期
15~19
,共null页
品牌延伸 个性匹配 品牌个性
品牌延伸 箇性匹配 品牌箇性
품패연신 개성필배 품패개성
brand extension; personality match; brand personality
本文从消费者个性角度探讨消费者与品牌延伸之间的相互关系。研究以消费者性别人格个性为出发点，依照个性源于消费者人格并赋予品牌的逻辑，尝试运用Aaker（1997）的五维个性量表测量消费者、品牌和延伸产品个性，并聚类三者个性展开品牌延伸实验。实验数据统计及ANOVA分析结果表明，个性匹配能带来较高品牌延伸评价和对品牌正面反馈效应，不匹配品牌延伸品牌稀释效应不显著。同时，验证Aaker（1997）个性量表测量中国消费者、品牌及延伸产品的可行性。
本文從消費者箇性角度探討消費者與品牌延伸之間的相互關繫。研究以消費者性彆人格箇性為齣髮點，依照箇性源于消費者人格併賦予品牌的邏輯，嘗試運用Aaker（1997）的五維箇性量錶測量消費者、品牌和延伸產品箇性，併聚類三者箇性展開品牌延伸實驗。實驗數據統計及ANOVA分析結果錶明，箇性匹配能帶來較高品牌延伸評價和對品牌正麵反饋效應，不匹配品牌延伸品牌稀釋效應不顯著。同時，驗證Aaker（1997）箇性量錶測量中國消費者、品牌及延伸產品的可行性。
본문종소비자개성각도탐토소비자여품패연신지간적상호관계。연구이소비자성별인격개성위출발점，의조개성원우소비자인격병부여품패적라집，상시운용Aaker（1997）적오유개성량표측량소비자、품패화연신산품개성，병취류삼자개성전개품패연신실험。실험수거통계급ANOVA분석결과표명，개성필배능대래교고품패연신평개화대품패정면반궤효응，불필배품패연신품패희석효응불현저。동시，험증Aaker（1997）개성량표측량중국소비자、품패급연신산품적가행성。
This paper explores the correlation between consumers and brand extension from the personality perspective. Proceeding from gender characters of consumers, this study tries to test and cluster personalities of consumers, brands and extensions with Aaker personality scale under the logic that personality derives from consumers＇ characters and is endowed with brands. Then a brand extension experiment is conducted. Data statistics and ANOVA indicate that personality match will take higher ex- tension evaluations and positive feedbacks while unmatched brand extension takes an insignificant brand dilution. In addition, it testifies the feasibilities of measuring China＇s consumers, brands and derivatives with Aaker （1997） personality scale.
