北京工商大学学报：社会科学版
北京工商大學學報：社會科學版
북경공상대학학보：사회과학판
JOURNAL OF TECHNOLOGY AND BUSINESS UNIVERSITY
2014年
2期
112~119
,共null页
老字号品牌 品牌延伸 感知契合度 品牌延伸态度 消费者创新性
老字號品牌 品牌延伸 感知契閤度 品牌延伸態度 消費者創新性
로자호품패 품패연신 감지계합도 품패연신태도 소비자창신성
China time-honored brand; brand extension; perceived fit; brand extension attitude; consumer innovativeness
选择具有中国文化特色的老字号品牌为研究对象，通过一系列的预测试，选取了“全聚德”和“便宜坊”两个母品牌以及月饼、汉堡、茶叶和咖啡四种感知契合度不同的虚拟延伸产品。设计了两个母品牌和四种延伸产品不同组合的八个版本的调研问卷，对老字号品牌延伸中消费者创新性的调节效应进行调研。通过大样本调研数据得出结论：延伸产品与母品牌之间的感知契合度正向影响老字号品牌延伸态度；消费者创新性反向调节感知契合度与品牌延伸态度之间的关系。
選擇具有中國文化特色的老字號品牌為研究對象，通過一繫列的預測試，選取瞭“全聚德”和“便宜坊”兩箇母品牌以及月餅、漢堡、茶葉和咖啡四種感知契閤度不同的虛擬延伸產品。設計瞭兩箇母品牌和四種延伸產品不同組閤的八箇版本的調研問捲，對老字號品牌延伸中消費者創新性的調節效應進行調研。通過大樣本調研數據得齣結論：延伸產品與母品牌之間的感知契閤度正嚮影響老字號品牌延伸態度；消費者創新性反嚮調節感知契閤度與品牌延伸態度之間的關繫。
선택구유중국문화특색적로자호품패위연구대상，통과일계렬적예측시，선취료“전취덕”화“편의방”량개모품패이급월병、한보、다협화가배사충감지계합도불동적허의연신산품。설계료량개모품패화사충연신산품불동조합적팔개판본적조연문권，대로자호품패연신중소비자창신성적조절효응진행조연。통과대양본조연수거득출결론：연신산품여모품패지간적감지계합도정향영향로자호품패연신태도；소비자창신성반향조절감지계합도여품패연신태도지간적관계。
China time-honored brand is selected as the research object. Through a series of pre-test, the Quanjude and Bian Yi Fang are chosen as parent brands. Four different virtual extension products are selected, which are moon cake, hamburger, tea and coffee. There are 8 versions of survey questionnaire designed to investigate the moderating effect of consumer innovative- ness. Through the large sample survey, main conclusions are as follows. The perceived fit between the extension and the parent brand has a positive effect on consumer＇s extension attitude. In the process of China time-honored brands＇ extension, consumer in- novativeness has a moderating effect on the perceived fit and extension attitude.
