摘要
I
摘要
品牌延伸是企业推出新产品的一种常见方式，但是品牌延伸的成功率并不是很高，
品牌延伸的失败会造成企业资源的浪费，甚至还会对母品牌的品牌形象带来负面影响，
因此研究影响消费者对品牌延伸产品的评价和购买意愿的因素及其机理十分必要
消费者心理学领域的研究提出了品牌延伸的双过程模型，认为消费者通过基于特征
的类别相似性或基于关系的主题相似性对品牌延伸产品产生评价。本课题基于上述模型，
通过两个实验探究了品牌概念即品牌类型（功能性品牌/象征性品牌）、延伸策略（类别
延伸/主题延伸）和广告诉求（信息型诉求/情感型诉求）对品牌延伸评价和购买意愿的
协同作用。运用SPSS 24.0数理统计软件进行数据分析发现，对于功能性品牌，消费者
对类别延伸产品比主题延伸产品具有更好的评价和更高的购买意愿，而对于象征性品牌，
消费者对类别延伸和主题延伸产品的评价和购买意愿不具有明显的差异（实验一）。通
过进一步实证发现，对于功能性品牌而言，消费者在信息型广告诉求下比在情感型广告
诉求下，对主题延伸产品具有更高的评价和购买意愿，但在两种广告诉求下对类别延伸
产品的评价和购买意愿没有显著差异；而对于象征性品牌而言，消费者在情感型广告诉
求下比在信息型广告诉求下，对主题延伸产品具有更高的评价和购买意愿，但在两种广
告诉求下对类别延伸产品的评价和购买意愿同样不存在显著差别（实验二）
本课题从品牌、延伸策略和广告三方面的交互作用角度丰富了品牌延伸领域的研究，
研究结论对企业和管理者如何采取双重品牌延伸策略提供了理论指导，具有一定的实践
意义
关键词：品牌延伸；品牌概念；延伸策略；广告诉求
Abstract
II
Abstract
Brand extension is a common way to introduce new products adopted by most of
enterprises, yet the success rate of brand extension is not that high. The failure of brand
extension could result in the waste of firm resources even the negative consequences towards
the image of the parent brand, therefore, it is necessary to investigate the factors that will impact
consumers’ brand extension evaluation and purchase intention as well as the effect mechanism.
Based on the dual-process model indicated by research in consumer psychology, which
has proved taxonomic and thematic similarities independently contribute to consumers'
evaluations of brand extensions, our research examined the synergetic effect of brand concept
(functional vs. symbolic), extension strategy (taxonomic vs. thematic) and advertising appeals
(informational vs. emotional) on brand extension evaluation and purchase intention through
two experiments. The results, which was concluded though data analysis by statistical software
SPSS 24.0, revealed that taxonomic extensions had more favorable evaluation and higher
purchase intention than thematic extensions for functional rather than symbolic brands (study
1). The further study found that, thematic extensions of functional brands had more favorable
evaluation and higher purchase intention in the case of informational appeals versus emotional
appeals, taxonomic extensions of functional brands had equal evaluation and purchase intention
in two advertising appeals; while thematic extensions of symbolic brands had more positive
assessment and higher purchase intention using emotional appeals versus informational appeals,
but taxonomic extensions of symbolic brands had no difference in evaluation and purchase
intention in whichever advertising appeals (study 2).
The present research enriched the studies in the field of brand extension from the
perspective of the joint effects of brand, extension strategy and advertising, the results provided
the enterprises and managers with theoretical directions to execute a dual extension strategy,
which had some practical significance.
Keywords: Brand extension; Brand concept; Extension strategy; Advertising appeals
目录
III
目录
摘要 ..... I
Abstract . II
第 1 章 绪论 .... 1
1. 1.1 研究背景 .......... 1
1.1.1 现实背景 ....... 1
1.1.2 理论背景 ....... 1
1.2 研究目的与意义 .......... 2
1.2.1 研究目的 ....... 2
1.2.2 研究意义 ....... 3
1.3 研究方法与技术路线 .. 4
1.3.1 研究方法 ....... 4
1.3.2 技术路线 ....... 4
1.4 研究内容与框架 .......... 5
第 2 章 文献综述 ........ 7
2.1 品牌概念 .......... 7
2.1.1 品牌概念的内涵 ....... 7
2.1.2 品牌概念的分类 ....... 7
2.2 广告诉求 .......... 8
2.2.1 广告诉求的内涵 ....... 8
2.2.2 广告诉求的分类 ....... 9
2.3 品牌延伸 ........ 10
2.3.1 品牌延伸的定义 ..... 10
2.3.2 品牌延伸策略的分类 ..........11
2.3.3 品牌延伸评价的影响因素 . 14
第 3 章 理论分析与研究假设 .......... 21
3.1 理论基础 ........ 21
3.1.1 归类理论 ..... 21
3.1.2 认知失调理论 ......... 21
3.2 研究假设 ........ 21
3.2.1 品牌概念与延伸策略 ......... 21
3.2.2 品牌概念、延伸策略和广告诉求 . 22
第 4 章 实证分析 ...... 24
4.1 实验一24
4.1.1 预测试一 ..... 24
4.1.2 实验方法 ..... 25。